The most memorable adverts have one thing in common: they made you feel something. Emotional appeal is a marketing tactic creatives use to attract the attention of their potential target market. Small businesses and those looking to expand often overlook the importance of this aspect in their messaging much to the peril of their business growth. While market research and business intelligence are all aspects essential to understanding the demographic and making smart financial decisions, when looking to reach the target marketing, emotional appeal can perhaps be considered the icing on the cake.
Brands such as Axe deodorant and Old Spice have garnered a large following both on the part of men who buy into the brand and others who just enjoy the ads. A similar case is an ongoing rivalry between Coca-Cola and Pepsi as they take humorous jabs at each other trying to inch customers from each other. The use of emotional appeal here is what creates lasting memories in audience mind. It is these tactics that help these brands raise about the noise of the vast carbonated drinks in the market.
The reason why the emotional appeal is crucial is that it creates full engagement. For it to be effective, a company ought to havea brand personality. A Regulatory Affairs Consultants New York firm is one among many, but to stand out, they need to have a unique voice that sets them apart. Their logo, tone, colors, font and other aspects are part of brand personality, but ultimately, a brand personality is the depiction of the emotions a brand evokes in public. By capitalizing on the brand personality, you’re able to create emotional appealing marketing collateral.
The basics of emotional appeal are crosscutting. The main aim is standing out from your competitors; you need to be different; unique. Another approach is for the viewer or anyone interacting with your content to feel that they stand to get something from interacting with your brand. When done right, a person ought to feel as though they were missing out on not buying into your product or service because it brings about a sense of well-being. That fear of missing out also elicit a desire to be part of a community; part of something larger than themselves with like-minded individuals. In this, there ought to be feeling of security that a brand is loyal (and vice versa) and is promising to be with them for the long haul.
A fact to keep in mind is that you cannot entirely predict the outcome of an ad. Done wrong, you might end up offending a lot of people or coming across as deceitful. It is advisable to use a focus group to the first test out potential reactions and make changes accordingly.