The Power of Mood Marketing: When Emotions Speak Louder
Undoubtedly, you’ve made an impulse purchase at some point in your life. Rather its purely for the pleasure of purchasing an item/service, excitement, happiness, love or even because of envy, rage amongst others. The fact is that many of our purchase decisions tend to shy away from logic and lean more towards emotion.
Even you are a rational shopper, the truth is that we’re all slaves to our emotions. This is such a strong fact that marketing professionals today can’t ignore the role our emotions play in our decisions.
As we saw in a previous article, neuromarketing states that our behaviors are driven by our subconscious. Therefore, we can say that our emotions are what connects us to brands. Mood Marketing better explains this concept a little better.
What is Mood Marketing?
In a nutshell, our “mood” describes how we’re feeling. In other words, it’s our emotions, therefore, Mood Marketing can also be described as Emotional Marketing.
A relatively new concept, Mood Marketing is a technique that utilizes emotional content to change how the audience interacts with a marketing campaign, increasing personal connection and even virality.
Remember how in the beginning of the article I mentioned how we’re slaves of our emotions? Because of that, keep in mind the main rule of Mood Marketing: if a marketing campaign doesn’t emotionally touch the audience – being there’s only a rational approach – there’s a great chance that the strategy used did not have the desired impacts.
What should we consider when we bring an emotional appeal to our marketing campaigns?
- Colors: the impact of colors is something we can’t ignore. Do you think Facebook’s blue or Coke’s red happened by accident? Blue represents trustworthiness while bright red indicates excitement and passion.
- Content: everyone loves a good story. They’re what brings us closer to the world around us and creates connections. Furthermore, a well-told story activate parts of our brain responsible for releasing dopamine (the neurotransmitter associated with the brain’s pleasure and reward system). If our target audience associates us with happiness, our brands will stick with them longer.
- Behavior: obviously, words aren’t the only factor responsible for creating an emotional impact. Engagement Marketing initiatives provide sensory, rational, emotional and cognitive stimulants to your audience. This further increases engagement and interactions between the customer and clients with your brand.
These three aspects must be taken into consideration in a campaign that uses Mood Marketing strategy. To have a greater impact, you can also:
- Create a sense of urgency (nobody likes to miss a great opportunity or the feeling of being left out);
- Create content based on customer/client testimonials (this will awaken feelings of loyalty and trustworthiness.);
- Use nostalgia. The feeling of nostalgia makes us relieve pleasant moments we hold close to our hearts.
It’s important to keep in mind that none of this should feel “forced”. The emotional connection has to be genuine because anything that feels forced will have disastrous results.
Therefore, be honest and keep the campaign’s message aligned with your brand’s value and with your company’s DNA.
And, of course, before training to create an emotional appeal for your campaign, do an in-depth analysis of your market. There’s no such thing as “one size fits all” because what can be effective for one company, it can have the complete opposite effect on another.
It’s important to plan according to who you wish to reach and research the efficiency and effectiveness of a Mood Marketing initiative.
Want to learn more? Check out other insights in we’ve produced in our Signia InSights!
‘Till next time!