Emotional Marketing: new paradigm for connecting brands to people. Connecting with people using emotional bridge? What’s more effective than being a source of inspiration for others? The crux of all this is connection made through real feelings, it is indeed a way of communicating ideas regarding a product or service in a way that it strikes a chord immediately owing to fundamental and value based content .It makes people feel good about themselves, makes them hopeful about better living, making them nostalgic and making them realize true worth of themselves.
PEOPLE ,EMOTIONS AND MARKET – PYRAMID OF OPPORTUNITIES .
Every marketer is involved in strategic planning and exhaustive study to strike those chords of customers which motivates purchase. Chalking out the strategy in which product is to be presented in a way that it remains imprinted in hearts and minds of customers. People will hardly remember the packaging and labeling of the product thus there is a need to add on something more which fills in the gap which enables the customers to not only connect but also gets glued to the brand forever.
Emotional branding: was the much required bridge .It made product to connect to customer’s heart to make them realize that they are the sole owner’s of the product and it is exclusively made for them. Once he feels this there is no looking back. But it is a tough job.
Marketing industry is all about innovation, creativity and using this to the MAIN INGREDIENT, EMOTIONS, serves the marketer a profitable platter in terms of loyal customers, increased market share, etc., but it is not a cake walk ,all these activities are to be handled sensitively, a minor mistake can lead to blunder and divert the product to path of doom.
There are various ways to achieve the correct target, some well tested formulae are creating story line which inspires one to be self-inspirational talk to enlighten or even creating characters which are real and practical with whom common man can connect to.
Indian advertisement industry has been witnessing innumerable ad’s which facilitated people to connect.
- CADBURY’S SHUBH AARAMBH: directly connected to Indian culture and values, creating impression that Cadbury is a lucky charm before starting new venture.
- MOUNTAIN DEW’S, DARR KE AAGEY JEET HAI: inspired youngsters to be courageous and brave.
- PARACHUTE’S, TUM TO HO GORGEOUS HAMESHA: targeted women and highlighted the persona of an Indian girl.
- NIKE’S BLEED BLUE: reflected love of Indians for cricket.
Insurance co., Incredible India, Nestle, Coke, Nerolac, Maggie, etc. are some other examples which use this technique of marketing.
EMOTIONS ARE THE NEW RATIONAL – INDIAN AD WORLD SPEAKS LOUDER THAN WORDS.
The few seconds –long human stories are not only touching hearts and minds of all ages but indicate how corporate social responsibility has evolved. We are in an era of where product differentiation is reducing, so the only way to create differentiation is by giving a personality (emotions) that resonates with customer.
Google India’s latest ad is a shining example of touching human sentiments .it shows reunion of friends who got separated. Tanishq’s latest commercial depicts a dusky bride entering in second marriage in the presence of her daughter. The ad speaks volumes on the subject of second marriage, subtly and crisply, in precisely 90 seconds.
Airtel’s “ HAR EK FRIEND ZARURI HOTA HAI” was an instant hit amongst people of all ages . Another campaign of the brand was – “BARRIERS BREAK WHEN PEOPLE TALK “which was a beautiful portrayal of two children from different countries crossing the barbed wires of their nation’s boundary to play together.
Life Insurance Co. ,ICICI Prudential’s “BANDE ACHHE HAI “pays a tribute to men .The commercial stands out from its earlier campaigns ,which essentially focused on product’s features.
These campaigns shows that the brands can’t just emphasize only on the brand and the product .They need to feel how India is not only expanding economically but also changing in the social sense. Whatever small difference they can make in people’s live can have a long lasting effect. Ad’s can play a key role in changing society. The collaboration between JAAGO RE, a social awakening group, and TATA TEA proves her point.
These ad’s narrate a true story inspired by our own lives, and yes, the driving force behind such drastic change is undoubtedly we, the future generations, GEN X , who are giving way to new dimensions of life ,happiness and emotions.
Keeping an eye on emotions: Brands facing a high degree of competition parity- whose ad’s budgets depend on what competitors spend, such as, in categories as soft drinks, automobiles, etc. understood that an entry to effective differentiation is through the personality door. They simply don’t have unique rational claims to make, so they have to win people’s heart instead of their minds. All brands, and all products – no matter the industry can leverage the power of personality to strengthen their appeal. It adds to the power of a differentiated positioning.
A FEATURE CAN ALWAYS BE MATCHED. A CLAIM CAN ALWAYS BE MIMICKED. BUT AN EMOTIONAL SWEET SPOT IS SOMETHING A BRAND CAN OCCUPY ALL BY ITSELF.