When I'm discussing ideas based around this with clients I often use advertising examples from world leading brands as powerful and direct evidence to support this.
One of my all time favourites is this advert from Dove.
http://www.youtube.com/watch?v=XpaOjMXyJGk&feature=youtu.be
The short 3 minute ad has had many of my clients in tears when I have showed them and it's not surprising.
The following will give you an insight in to the world of emotional based marketing.
As we all know Dove is a beauty brand and have a huge array of branded assets. In this ad there are no products. In their place we see some people who are shown that they are more beautiful than they had imagined, demonstrating they were quite literally blind to the real truth.
The emotions resulting from these findings are very evident in the ad. They capture the consumer providing a powerful, direct and heart felt experience. The result is a euphoric uplifting feeling of love, appreciation and understanding.
But this is only half of the story...
The next time a consumer sees a Dove product in store there is a strong chance that an emotional connection will be made. In this case the connection is between the consumer and the Dove brand resulting in the initial formation, maintaining or strengthening the bond in a consumer-brand relationship.
With over 70% of buying decisions made in-store a preconceived emotional bond is ultra powerful in directing consumer brand buying habits. This helps to make Dove a more irresistible choice at the point of purchase compared to competitor brands.
Dove didn't sell a product, like all great brands they sold an emotion based around their product. This is the type of marketing that helps to create brand premiums and loyalty.
A great example of positivity resonance in emotional based marketing.
The next time you see Dove in a store after watching this ad see how you feel.
Find out more by visiting www.SensationCreative.com
You don't have to be a globally recognised brand to work with a company that understands emotional based marketing and how to apply it to your business. This is what working with Sensation Creative is all about. Get in touch today.
No comments:
Post a Comment