Understanding emotions key to marketing success

Understanding emotions key to marketing success
B&T Magazine
By B&T Magazine
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

Please login with linkedin to comment

Latest News

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]