The Power of Emotional Marketing: Connecting with Customers on a Deeper Level

Build rapport & customer loyalty through emotion-led messaging

In the run-up to Christmas, emotional marketing really tends to hit its stride. John Lewis, in particular, has established itself as the elder statesperson of heartstring-tugging festive mini-movies, but Tesco has played a bit of a blinder this year too — and of course, the Guinness festive ad is a perennial favourite.

​But it’s not just this time of year. Christmas advertising is a highly visible example, but in today's competitive business landscape, whatever the season, it's no longer enough to simply promote the features and benefits of your product or service. Consumers are bombarded with countless marketing messages every day, and it can be difficult for brands to stand out from the crowd. That's where emotional marketing comes in.

Emotional marketing is a strategy that aims to connect with customers on a deeper level by appealing to their feelings, values, and aspirations. It taps into the power of human emotions to create a meaningful and lasting connection between a brand and its target audience. By evoking positive emotions such as joy, happiness, and nostalgia — or addressing negative emotions like fear, sadness, or anger — emotional marketing can leave a lasting impact on consumers and drive them to take action.

Why Emotional Marketing Works

“Emotional connection,” writes Valentin Saitarli for Forbes, “plays a significant role in the choices we make as consumers.” He calls it the “super weapon of marketing and advertising” — after all, he argues, “most of us strive to be happy in our personal lives, so we often seek ways to feel good and are willing to pay for them.”

​Recent research backs that up with some persuasive statistics.

Emotions drive decision making

Studies have shown that emotions play a crucial role in the decision-making process. Harvard University professor Gerald Zaltman found that a colossal 95% of sales are driven by emotion. The process of shopping releases dopamine: the feel-good chemical. For that reason, your potential customers are more likely to remember and act upon marketing messages that evoke emotions compared to those that only provide rational information. Emotional marketing helps brands cut through the noise and make a lasting impression on their target audience.

​95% of sales are driven by emotion. 

Emotional marketing creates brand loyalty

Emotional connections are at the heart of brand loyalty. When customers feel emotionally connected to a brand, they’re more likely to become repeat customers and advocates. One brand found that by targeting emotional connection amongst its key demographic, it was able to boost product use by 70% and grow new business by 40%. By appealing to their values, aspirations, and emotions, brands create a strong bond with their customers that goes beyond the transactional relationship.

When customers feel emotionally connected to a brand, they’re more likely to become repeat customers and advocates.

Emotional marketing differentiates you from your competitors

Emotional marketing offers a unique opportunity for brands to differentiate themselves from their competitors. “If consumers relate to a brand’s message, story or personality in an emotional way,” writes Forbes’, “the sense of connection it creates can help drive them to take action. Senior Communications Executive Rob Wyse expands: “People brand themselves as ‘cool,’ ‘thrifty’ or ‘exclusive’ (pick an adjective), me included,” he says. “We are all irrational. Otherwise, why buy branded products? Nike, Coach, Apple or “no label”—all are ways we brand ourselves.”  In a crowded marketplace, where products and services can often be similar, emotional marketing helps brands stand out by creating a distinct identity and personality that resonates with their target audience.

Strategies for Effective Emotional Marketing

“How you make a customer feel from the second they step into your space matters – from the sound, look, scent and the overall sensory experience. It will guide the decision on whether the customer stays (increased dwell time), buys, and ultimately returns.” — Jaime Bettencourt, SVP Mood Media

​Getting your emotional marketing strategy right can be a game-changer for your business. And, as with just about everything in sales messaging, it starts with your customer.

​Getting your emotional marketing strategy right can be a game-changer for your business. 

Understand your target audience

It’s possible, according to the Harvard Business Review, to measure – and then strategically target – the feelings that drive customers’ behaviour. Authors Scott Magids, Alan Zorfas, and Daniel Leemon call these “emotional motivators,” and they’re the most effective and accurate metric when gauging a customer’s future engagement with a brand. Any organisation seeking to implement emotional marketing must invest in truly understanding their target audience. Thorough research will offer insights into their needs, desires, and pain points. Once you understand their emotions and motivations, you can tailor your marketing messages to resonate with them on a deeper level.

Tell compelling stories

Story is at the heart of all copywriting, simply because of its power to evoke emotions and captivate an audience. “Storytelling, rather than telling,” says Hugo Lesser, “doesn’t give consumers the opportunity to disagree or question you — you’re simply telling a story.”

​By using storytelling techniques to create narratives around your brand, products, or customers, you have the opportunity to elicit emotions and connect with your target audience. Whether it's through videos, blog posts, or social media content, stories can help forge a strong emotional bond between your brand and your customers.

Examples of Emotional Marketing Campaigns

Nike: "Dream Crazy"

Nike's campaign featuring Colin Kaepernick, the former NFL player known for his protest against racial injustice, was a prime example of emotional marketing. The campaign tapped into the values of social justice and equality, evoking strong emotions and sparking conversations. It resonated with Nike's target audience and led to increased brand loyalty and sales.

Coca Cola: "Share a Coke"

Coca-Cola's "Share a Coke" campaign aimed to create a sense of personal connection and happiness. By printing popular names and phrases on their bottles, Coca-Cola encouraged people to share a Coke with their loved ones, sparking emotions of joy, nostalgia, and friendship.

Dove: "Real Beauty"

Dove's "Real Beauty" campaign challenged traditional beauty standards and aimed to empower women. The campaign featured real women of different sizes, shapes, and backgrounds, celebrating their natural beauty. By addressing societal pressures and evoking emotions of self-acceptance and empowerment, Dove forged a strong emotional connection with their target audience.

Wearing your heart on your sleeve: a winning strategy

In short, emotional marketing is a powerful tool that allows brands to connect with customers on a deeper level. By appealing to their emotions, values, and aspirations, brands can transcend the transactional in favour of creating a meaningful and lasting bond with their target audience. Understanding your customers, tell compelling stories — and create a powerful emotional connection with your consumers that leaves a lasting impact and drives customer loyalty.

(And if you need any help getting started — you could always bring in a copywriter.)

Let's tell your story