Emotions & Marketing - SEK Talks December 2016

FUTURE IS NOW – IT IS NEARLY 2017!

BUZZ: CUSTOMER EXPERIENCE; CONTENT; MOBILE; PERSONALISATION; BIG DATA; SOCIAL

YEP, this is where wetend to spend ourseminarhourrs to!

BEYOND GEO-LIMITATIONS

WHEREVER/WHENEVER

LIMITLESS CONTENT CHOICE

ALL SCREENS, ALWAYS READY

PERSONALISED & SHARED

TARGETED & MEASURED

OUTCOME: MORE CHOICE MEANS

LESS IN COMMON

BRAVE NEW MEDIA

MOBILEVALUES

VALUES

SOCIETY DIVISION

ECONOMY

VIDEO

EXPERIENCES

DISRUPTION

TECHNOLOGY & ROBOTICS

SOCIAL

CONTENT

20 slides - each 20sApplied Pecha Kucha

EMOTIONS & MARKETINGTommi

December 8, 2016

EMOTION IS MORE EFFECTIVE THAN LOGIC

IN MARKETING!

RATIONALE LEADS TO COMPARISON.EMOTIONS LEADS TO ACTION!

Institute of Practitioners in Advertising

Source: IPA dataBANK - 929 case studies - 30 years of data

http://blog.marketingninjas.com/blog/marketing-psychology-how-emotional-buying-triggers-work-infographic

€RISKS RESULTSEXPERIENCES

BUSINESS INSIGHT

STRATEGY

PEOPLE STORIESRELATIONSHIPS

CUSTOMER INSIGHT

EMOTIONS

Persuade. Explain. Compare.Personify.Engage. Inspire. Share. Trigger.

Influence. Identify. Stimulate. Energize. Manipulate. Agitate. Disseminate. Guide.

Convert. Publish.1.FEEL: Emotional security2.MONEY: Wealth reassurance3.YOU: Ego-gratification4.INSPIRE: Creative outlets5.STUFF: Love objects6.CONTROL: Sense of power7.ORIGIN: Sense of roots8.ETERNITY: Immortality

How to unleash

the creativesoul & bodyin all of us?

ADVOCACY

OWNERSHIP

FORGIVENESS

KNOWLEDGE

CARING & CONNECTION

EXISTENCE

LET’S AIM TO CREATE& BUILD LASTINGRELATIONSHIPS

CORE CONCEPT :HIERARCHY OF NEEDS

IN THE MARKETING PLANNNIG IT IS ESSENTIALTO UNDERSTAND WHICH LEVELS OF NEEDSWE ARE TRIGGERING AND HOW DEEPMOTIVES ARE WE TRYING TO RECALL AND INFLUENCE.

MARKETING AIMS STRENGTHEN THEEMOTIONAL BOND A BRAND HAS FOR THECUSTOMER.

self actual-isation

esteem

belongingness & love

safety needs

physiological needsthe requirements for survival: food, water and shelter

safety, security of home and family, order and stability

love, affection and a sense of belonging to groups

calling for self-realisation and personal growth

based on: Maslow, motivation and personality

reputation and prestige, status,dominance, recognition or appreciation

LET’S FOCUS ON UNDERSTANDING OUR CUSTOMERS MINDS!

• Keitä ovat asiakkaamme?• Mitä he haluavat ja tarvitsevat?• Mitä me haluamme heidän tekevän?• Miten he käyttäytyvät nyt ja jatkossa?• Mikä saa heidät onnistumaan (ilman meidän palveluamme ja sen kanssa?)• Mitä voimme tehdä auttaaksemme heitä onnistumaan ja toteuttamaan

tarpeensa?• Mikä he oikeasti haluavat, mikä saa heidät onnelliseksi?

LÄHTÖKOHTA YMMÄRRYKSELLE

Dra

mat

ic &

Sto

ryte

llin

g

•Character•Conflict•Emotion•Exaggerate•Face•Motivation•Personification•Realism•Story•Symbolic•Twist•Unexpected•When•Where

Pers

uasi

ve &

Ad

apta

tion

•Attack•Before / After•Benefit•Demonstrate•Differentiate•Famous•Hooks•How To•New •Problem / Solution•Reasons•Sexual appeal•Side vs Side•Simplicity•Testimonials Sp

inni

ng &

Pro

pag

and

a

• Linking to actual news• Shock• Fear• Cause• Plain folks appeal• Bandwagon• Selective stories• Narrowing to small focus• Demonise the counterparty• Namecalling• Transfer medium / format• Red herring• Sweeping generalisation• Igrory historical context• Biased testimonials• Biased facts & stats• Narrow source of experts• Maximize repetition• Circular argumentation

LET’S MASTER THE MARKETING TECHNIQUES

NEUTRAL: FIND AN UNIQUE SELLING PROPOSITION!

GREAT MARKETING……Creates an emotional bond.…Surprises positively, hooks, gives pleasure.…Inspires and leads to action…Connect the past and the upcoming into a sound continuity…Stays in mind and is easy to recall and associate with the brand…Provides the most relevant information clearly and fast…Does not mislead nor over-confuse…Brings mutual value for the both the customers and the brands…Is built on strong shareable values and triggers behavior…Is part of the current culture and plugs into core current themes…Is logically connected to business strategy and goals…Is measurable and creates cumulative value for the brand

GREAT MARKETING IS A SERVICE THE PEOPLE APPRECIATE. ALSO IN 2017…