Brands know the huge benefit of connecting with consumer’s emotions but not many succeed in building this connection because emotional motivators are not easily broken down to surefire strategy. Emotional motivators are complicated to measure and identify, as customers themselves might not even be aware of them.
Apple emotional marketing:
Apple is the epitome of an emotional brand. Apple has hooked its customers with heartfelt emotional marketing strategy.
Apple has taken it further than a mere emotional connection, it has neurologically connected with its consumers, neurologists explain this connection as something close to addiction, as when people encounter an elevated experience, their brains release many chemicals.
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One in particular that has attracted a lot of attention is dopamine, which leads to feelings of euphoria, self-satisfaction and well-being.
Don’t feel bad if your brand doesn’t compel consumers to line up in front of your brick and mortar, days ahead of the launch of your new product.
Maslow’s Hierarchy of Needs:
What your brand can do though, is to implement Maslow’s Hierarchy of needs, provoke an emotional connection with your consumers and enhance your brand’s value, recall and customer’s loyalty.
Almost every marketer knows the theory of brand value which traces back to the psychologist Abraham Maslow’s “hierarchy of needs.” As presented in Harvard Business Review, that Maslow argued that human actions arise from an innate desire to fulfill needs ranging from the very basic (security, warmth, food, rest) to the complex (self-esteem, altruism).
We discuss below one of the various ways to effectively build an emotional connection with your target audience.
Why nostalgia marketing is so powerful?
Nostalgia marketing has been used for a long time, and it proves effective every time, why nostalgia is an effective marketing strategy?
We need to understand first what is nostalgia, according to Alan R. Hirsch report: “nostalgia is considered a yearning for an idealized past – a longing for a sanitized impression of the past, what in psychoanalysis is referred to as a screen memory – not a true recreation of the past, but rather a combination of many different memories, all integrated together, and in the process all negative emotions filtered out.”
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The good old days when everything was simple and stress-free. Nostalgia marketing brings up positive memories in customers – since the negative emotions are filtered out- which trigger feelinconnectednessgs of warmth, security, connectedness, and excitement.
Nostalgia marketing is effective because the advert or campaign brings forth in the customer strong, positive emotions, which strengthen brand recall, and the happy induced memories has the power to sway purchase decision.
The most powerful message a brand can deliver is when it is positive and subliminal.
Residing in your customer’s mind by a fond memory, transforming the target audience to a happy place by the mere mention of your brand. This is an effective nostalgia marketing.