Emotion Should Be Measured, Harnessed
For whatever reason (any guesses?) several interesting articles about using emotion in marketing and advertising have piled up in my to-be-blogged folder:
Posted by Universal Ad
- Face It: Emotion Should Be Measured, Harnessed - the article maintains that one reason campaigns fail is that they pay "too little attention to the
face and what it reveals." The way to make sure this doesn't happen is by using facial coding research that reads "consumers' true
reactions" and fashions "their branding strategies, messages and ads
accordingly." The specifics are complex and have to do with the fact that "facial expressions
often conflict with a person's verbal/rational description of his or
her reaction to an ad or other stimulus." This is "the underused key to
breaking through ad clutter and rampant consumer skepticism to achieve
sustainable brand differentiation and loyalty." Companies need "to identify which emotions and core motivations are appropriately
associated with their products or services and understand why and how
these should work within a strategic framework."
- Emotional Rescue: Enrich Your Brand in 2008 - Improving the
relationships that matter is "central to all that we do as brand
marketers, because as it's truly the enabler that can unlock all the
other good intentions to improve brand business growth drivers." So what can marketers do?
Truly understand what's on customers' minds, understand how the relationship is evolving in their lives, reestablish the insight that's central to the relationship, better align with their life values - even if it's hard to go there, create more aura around your aspirational relationships. and find inspiration in your expert consumers - they have great insight if you can make the time to listen.
- Putting a Price on Happiness - The more we believe an item is worth, the happier we are with our purchase — at least for a short time, according to a recent study from the California Institute of Technology. “People believe that more expensive prices are correlated with
higher quality. So if you believe something better is happening to you,
that affects the way your brain handles the experience.”
- Ads on Riveting Shows Drive Brand Recognition - Nielsen research shows that the consumer purchase cycle is
very much influenced by emotional factors, and to leverage the annual
promotional spend, advertisers would be well-served to understand their
consumers' viewing habits, their preferences and their level of
emotional connection with the programs they're watching. Products placed by advertisers in "emotionally engaging" TV programs
enjoy a recognition rate by 43% more viewers than similar
placement on low-engagement shows. Positive brand feelings increased by 85% for product placements,
75% for commercial spots and 68% for combined campaigns when
the program was highly enjoyable over low-enjoyment shows. Finally, purchase interest increased 145% for product placements, 120%
for commercial spots and 97% when the exposure consisted of both a
placement and commercial for highly enjoyable programs.
- New Tools Put Brands in Touch With Feelings - Over the last year, several firm have introduced portable measurement devices to track and measure both brain waves and biologic data that are less intrusive and more affordable than before. Not surprisingly, a growing number of marketers and agencies are
taking note, experimenting with the new devices in hopes that the
resulting metrics will provide insights on ads appearing on any and
all platforms.
- Consumers Ignore Ads That Aren't Telling Their Stories - Nearly all of us are getting better at tuning out the cacophony of
rational claims. Smart advertisers recognize that. And that's why the
most liked, most memorable ads usually are stories about the audience. How might you gather the stories that will capture the attention of
a new segment? The ideal research method is ethnography -- observing
and talking with people "on location."
- Essential Signposts for Telling a Brand Story - A brand has to be more than just a guarantee, because a guarantee is
too rationally oriented. A brand has create an emotional aura that
transcends the product itself. An emotional aura
concerns the intuitive brand-consumer relationship. This split is like
the dual pathways of our decision-making process. The high road is
characterized by conscious, rational though. The low road is
emotionally oriented, works more sloppily and is quicker to alert us to
danger.
Posted by Universal Ad
Comments