Understanding emotions key to marketing success

Understanding emotions key to marketing success
SHARE
THIS



Marketers need to put more emphasis on and investment behind research to really understand the emotions that affect purchase behaviour in their category, argued Forethought Research.

Rachel Edwardes, director of marketing and international at Forethought, said “research is sexy” and that investing more in the area would make brands media spends more effective.

“An evidence based approach to marketing and the language of evidence based marketing will get us a longer way,” Edwardes said at Marketing Women Victoria event in Melbourne earlier this week.

“Marketing is a young profession and it still has a long way to go in terms of earning the respect it should have at the executive leave.

“I think whilst we have intuitive marketers doing things on gut feel, we are going to be setting ourselves back.”

Edwardes was presenting a case study on Kmart’s ‘Bom Bom Bom’ campaign and the challenges facing the discount department store’s ‘everyday low price’ strategy.

Kmart worked with BWM and Forethought to change consumer’s attitudes to the brand using the ‘Bom Bom Bom’ and ‘1,000 Mums’ work based on the emotions that drive consumption behaviour.

Those nine emotions are: surprise, happiness, love, contentment, pride, shame, anxiety, sadness and anger.

“These emotions affect different categories, different segments, different communication strategies differently,” Edwardes added.

“But we are not 100% emotional in how we choose brand ‘a’ over brand ‘b’, it’s a mix and it depends on time, circumstance, category.”

The way to use those emotions also changes depending on whether the brand’s marketing team is out to attract or retain customers.

Brands should not be afraid of the emotions on the negative end of the scale, according to Edwardes who referenced the ANZ Bank’s ‘Barbara’ campaign as a good example of eliciting negative feelings to the brand’s advantage.

“ANZ’s ‘Barbara’ does something clever. It activates with existing ANZ customers pride, really strongly. And with none-ANZ customers it activates anger.

“Anger is known to activate impulsive behaviour so the ‘Barbara’ campaign generated over 22,000 new accounts – people switching out of their existing account to go over to ANZ.”

Edwardes’ ideas worth sharing:

  1. “Understand the rational and emotional drivers of consumption in your category first and foremost.”
  2. “Understand where your brand strength lies on the rational, and if you own the important rational drivers therein lays your value proposition. Not in what your executives want it to be, but in what your market is telling you is important to them and you are doing well at.”
  3. “Understand which emotions your brand activates and ask, are they the right ones to drive consumption in your category?”

http://www.youtube.com/watch?v=bVHmRLUzNco

http://www.youtube.com/watch?v=_FgEO0FRnjw

http://www.youtube.com/watch?v=lm0G0jyf8fU

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]