December 15, 2015
Today’s consumers are exposed to thousands of advertisements a day. Being a marketer, you’re tasked with the difficult job of figuring out how to stand out among thousands of advertisements and still make an impression on customers.
While paid search and influencer outreach are great ways to get your business seen and heard, it’s often not enough. So what’s the key to beating out the competition? To stand out amongst the clutter you must trigger emotion.
Whether its happiness, nostalgia, or sadness, evoking some sort of emotion strengthens your connection with buyers and makes you memorable. After all, tons of studies have proven that a consumer’s emotional response to an ad has far greater influence on their intent to buy than an ad’s actual content.
Just take a look at some of today’s most successful brands who are leveraging this tactic. Toys R Us, for example, is tugging at consumers’ heart strings this holiday season with its newest commercial. Rather than tout its plethora of toys, the commercial tells a sweet story about a little girl and an old man.
The toy giant isn’t the only company to lead with emotion in their advertising. Anheuser-Busch’s 2014/2015 Super Bowl commercial, which featured an adorable lost puppy that’s saved by a Budweiser Clydesdale, proved very successful. The commercial has over 55 million YouTube views.
Another company that’s using emotion to appeal to consumers is Dawn. The company’s commercial for its liquid detergent product combines traditional advertising with advocacy advertising. While the advertisement might not prompt viewers to get off the couch and go purchase liquid detergent, the emotional memory sticks with them. So next time they’re at the store, they choose Dawn over a competitor.
Rather than stick to advertisements that are dry, appeal to your target audiences’ emotions. Determine what makes your audience happy, sad, fearful, or mad and find a way to evoke those emotions in your marketing campaign.
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