Emotional marketing is a powerful tool for brands to win over consumers

In the era of emotional consumption, if brands want to retain users, they must learn to start from the emotional needs of users and achieve spiritual resonance
.
An excellent brand can start from the actual needs of users, create a beautiful character that meets the user's consumption concept, and attract customers
with brand charm.
Emotional marketing is to win the trust of consumers and transform into recognition of brand value, so as to achieve sales goals and business goals
.
Consumers have material and emotional needs, the former is rational and practical, and the latter is emotional and illogical
.
To meet consumer needs at the material level, consumers are willing to buy, but only to buy; Emotionally impress consumers who are not only happy to buy, but also convert into loyalty
to the brand.

Sincerely touches users

Philip Kotler's three-stage theory of consumption behavior believes that consumption can be divided into three stages
: quantitative consumption, qualitative consumption and emotional consumption.
After satisfying the most basic quantitative and qualitative needs, consumers will pay attention to emotional emotional experience and pursue products
that can best reflect their personality and value.
At present, with the continuous development of the economy and society, domestic consumers have gone through the stage of excessive consumption and are in the transition stage
from qualitative consumption to emotional consumption.
In this regard, the time is
right for emotional marketing.

The most important thing in emotional marketing is to be genuine.

But from a practical point of view, there are some problems
with emotional marketing at the moment.
For example, false feelings, some enterprises do not have a long-term vision, marketing publicize everything consumer-first, after achieving the goal, it will be left behind, let alone after-sales service
.
For another example, sensationalism, many companies take tear-jerking, touching and other keywords as selling points, and the way to express emotional appeals is similar, so that homogenization occurs
.
Obviously, these practices can lead to emotional fatigue and ultimately distrust and resistance
.

Dingtone Grocery Shopping and Alipay launched the "Alipay, one yuan to smoke watermelon" campaign this summer, taking watermelon as a transmission entry point, in the hot summer, no fruit is more popular than watermelon
.
And "eating melons" has long derived a new meaning
in the meme of netizens.
Although this melon is not a melon, the operation of inviting netizens to eat melons is more topical and can arouse the participation interest
of the vast number of "melon-eating masses".

Find the right time for your marketing

Emotional marketing should find the right marketing time
.
Accurate marketing time and effective control of the pace of communication are one of the secrets of
emotional marketing success.
The right atmosphere captures the common ground of consumers' emotional needs, and then compares such needs to their own brand concepts
.
Taking the Dragon Boat Festival as an example, catering enterprises and time-honored enterprises in Zhejiang Province have integrated traditional culture into modern life with the help of folk customs such as dragon boat racing, hanging wormwood, eating rice dumplings, and appreciating Pinghua, driving the sales of
related products.
In Jiaxing, Zhejiang Province, the local area has made a small rice dumpling into a large market
of 10 billion yuan.
In fact, traditional holidays are mostly good opportunities
to drive consumption.
For companies, finding the right time to sow the seeds of emotional marketing can be very rewarding
.

This year's Father's Day coincides with 618, and brands are focusing more on the 618's full sprint, leaving little attention for Father's Day
.
Starting from the timing of user and dual-node marketing, Qiaqia brand abandons the traditional "selling" thinking, but grasps this marketing "gap" before emotional communication with users, and extracts the communication theme
of "618 you can not buy, 619 remember to go home to see him".

Pinpoint your target groups

Pinpointing customers is a prerequisite
for emotional marketing.
The tonality of industries and enterprises is different, and the suitable groups are also different
.
Product research and development is carried out around the common needs of the target audience, if the target consumer group belongs to a simple related group, then their core needs are more convergent, and it is easier for enterprises to extract targeted value propositions and develop products that can meet the core interests of consumers, which directly determines the professionalism of
enterprises to consumer services.
As an important means of capturing consumers, emotional marketing is also rising to an important option
for brand marketing with the change of consumer perception.
This requires enterprises to have a deeper insight into consumer needs and have more accurate and innovative marketing methods
.

Jiang Xiaobai takes young people as the consumer group and uses personalized content to create a young people's life scene of "small gathering, small drink, small moment, and small mood", shaping a young brand image
.
Use copywriting to generate scenes, and use scenes to generate interactions
.
Through activities such as YOLO music scene, animation production, mobile bistro, graduation call season, etc.
, we stratify our target consumer groups, identify the needs that suit them, and create different communication content that meets the interests of different circles, so as to maximize
the communication effect.

Build long-lasting brand equity

Find the focus of long-term persistence
.
Emotional marketing is not a one-shot sale, and the current new generation has gradually become the dominant force
in China's economy, culture and consumption.
Growing up in an era of material abundance, they are looking at business culture and products
from a more rational perspective.
The traditional market-oriented marketing model can no longer accurately attract this group
.
As a generation that "pays for love", they need the output
of emotional value more.
Nowadays, simple price wars have pushed consumers farther and farther, and value wars full of emotional meaning have become an inevitable choice
for market competition.
A successful emotional marketing is to deeply convey the concept and values
behind the brand to the public.

Coca-Cola has developed to this day and is still welcomed
by everyone.
The brand does emotional marketing through the following three steps: first, the brand is humanized; Second, the exchange of packaging stories; Third, the symbiosis of
social responsibility systems.
Accurate insight into users' emotional needs, let the product speak for itself, continue to output brand values, and reach a united front
with users emotionally.

Emotional marketing is the easiest way for brands to communicate and establish values, so it is the preferred marketing strategy
for brands.
However, many brands want to implant products and promote brand characteristics while carrying out emotional marketing, and such advertising can neither achieve the marketing effect of heart, nor achieve the secondary communication
of the brand.

(Gao Na comprehensive arrangement)

China Food News (November 08, 2022 Version 08)

(Editor: Gao Na)