Emotional marketing strategy – Leveraging the power to touch the hearts of consumers.

"Emotional marketing" – An advertising strategy that connects brands and customers. Through content with messages that resonate with viewers' emotions, advertising videos and TV commercials not only provide information about the product but also evoke feelings of joy, sadness, excitement, surprise, etc. This stimulates their curiosity and desire to buy, boosting the effectiveness of brand marketing.

What is emotional marketing?

Emotional marketing is a method that uses emotional elements to connect with customers, impress them, and encourage them to make purchases. It's one of the most commonly used advertising strategies. Instead of focusing on traditional product or service introductions, manufacturers leverage psychological aspects to evoke emotions in viewers.

Successfully connecting emotionally with customers helps build trust, increase brand awareness, and make the brand stand out, differentiating it from competitors in the market. An emotional-focused marketing strategy leads customers from initial attention to sharing and ultimately to choosing to use the product.

When applying an emotional marketing strategy, businesses will rely on factors such as the product, industry, and target customer to choose the emotional tone. It's not necessarily limited to just "happiness"; instead, it can include sadness, distress, surprise, and so on. Avoid using generic images and symbols; instead, be as detailed as possible, especially in a way that resonates with customer insights, to ensure the best possible advertising experience.

The effectiveness of "Emotional Marketing"

The "emotional marketing" strategy is used by many brands. Currently, there are many television commercials that capture emotional elements, delivering messages that resonate with viewers' tastes. For example, introducing traditional Vietnamese sweets and preserves as Tet gifts, or promoting soft drinks and beer in a family gathering setting.

In addition, many other marketing ideas have been implemented, yielding results beyond expectations. So, what are the benefits of Emotional Marketing for businesses? Here are the main advantages:

• Make a great impression from the very first seconds: The first few seconds of an advertisement are crucial; if they leave a lasting impression, they effectively retain viewers. Instead of simply mentioning the product's benefits, uses, and common usage instructions, product introduction videos should incorporate emotional elements. This will attract and impress viewers, making it easier for them to remember the brand's information.
• Boosting purchase decisions: Emotional marketing can help customers make purchasing decisions quickly. This is one of the benefits of this strategy. According to many experts, advertisements that evoke feelings of sadness or joy in viewers have a higher purchase rate than those without emotion. Therefore, content with interwoven emotional elements is more appealing than content that simply talks endlessly about the product.
• Encourage viewer action: In addition to helping brands increase sales, the emotional element in advertising also helps brands enhance brand recognition and expand their reach to target customers, as viewers are encouraged to share the advertisement on social media.

In addition to the main benefits mentioned above, emotional marketing brings many other values not only to brands but also to customers. Emotional connection acts as a "bridge" to help brands grow, customers find reliable products and services, and build loyalty.

How to implement a marketing strategy

To implement an effective emotional marketing strategy, businesses need to understand customer behavior and preferences. The main tasks involved include:

• Research your target customers: Implement projects that leverage customer preferences, behaviors, and shopping habits. Understand the problems your customers are facing, and then offer products that help them solve those "pain points." Identifying the dominant emotions of customers will help make your marketing strategy more effective.
• Building a customer profile: Place your target customers in specific emotional situations to easily tap into their emotions.
• Identify the primary emotional factor: Consider the emotional elements you want to incorporate into the advertisement, and identify the emotions you want to evoke in the audience. Choose emotions that are appropriate for the brand, prioritizing positive emotions.
• Use Storytelling: Create emotions in viewers through emotionally resonant stories, integrating narratives across multiple channels to diversify advertising.
• Use expressive images and sounds: After developing your story, you should choose images and sounds that complement it. Specifically, select images that evoke strong emotions, such as scenes and colors that convey joy or sadness. Combining these with engaging and expressive background music will help connect with the viewer's emotions more effectively.
• Build empathy with customers: The brand prioritizes the customer, making them feel understood and cared for. Simultaneously, it focuses on the values the brand wants to share, such as environmental issues, health, or community service.
• Measuring and optimizing performance: Monitor advertising effectiveness using specialized tools and software, and continuously optimize to provide viewers with the best possible experience.

Here are some practical examples:

• Advertisement "Thank You, Mom" by P&G Launched during the Olympic Games, the advertisement depicted athletes from childhood to adulthood, with their mothers always being their greatest supporters throughout their journey. This advertisement evoked strong emotions and garnered millions of views, helping P&G solidify its brand image with a humane message.
• Trademark Coca-Cola with the campaign "Share a Coke" The campaign successfully leveraged the emotions of connection and personalization. By printing customers' names on Coca-Cola bottles, the campaign encouraged people to share moments with friends and family, creating a powerful viral effect on social media.

In summary, emotional marketing strategies help brands connect with customers effectively, building their loyalty to products and services. Additionally, this strategy helps expand the reach of potential customers through likes and shares on social media. Implementing emotional marketing strategies requires subtlety in understanding customer psychology and creating experiences that evoke strong emotions, thereby building deep connections and brand loyalty.