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

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]