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Webinar by Scott Garrison & Mini Kalivianakis | Jan 29, 2015
Rationalizing Emotional Marketing
Mini Kalivianakis
Global Business Director
Scott Garrison
Manager
Sourabh Sharma
Senior Manager
• Insert screenshot of P&G “Thank you
Mom” advertisement
Old ways of
communication
may not be as
dependable
anymore
Consumers can now
decide if they want to
hear your message, and
how they want to hear it
The functionality of a product is
often considered table stakes
More is demanded of a brand than ever before
The functionality of a product is
often considered table stakes
More is demanded of a brand than ever before
But the emotional component
is what can distinguish a brand
It is often a good idea to have both
the functional and the emotional
Emotional brands can use functional claims as well
Marketing is emotional storytelling, not logical explanations ” “
`
Brand perceptions
affect what
emotions can
be leveraged
Iced tea category perceptual map
Satisfied Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved Calm
Close
Proud
Confident Trusted
Optimistic
Hopeful
Encouraged Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of my time
Like a leader
Luxurious
Established Premium
Emotions are plotted according to
the frequency of their associations:
the closer together two items are,
the more they are connected in
consumers’ mind
Multidimensional Scaling (MDS) Map
SKIM Iced Tea Category Case Study Results
Satisfied Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved Calm
Close
Proud
Confident Trusted
Optimistic
Hopeful
Encouraged Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of my time
Like a leader
Luxurious
Established Premium
Multidimensional Scaling (MDS) Map
SKIM Iced Tea Category Case Study Results
Iced tea category perceptual map
Brands and emotions are plotted
according to the frequency of their
associations: the closer together two
items are, the more they are
connected in consumers’ mind
`
In addition to brand
perception, the
category also
determines which
emotions can be
leveraged
Satisfied Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved Calm
Close
Proud
Confident Trusted
Optimistic
Hopeful
Encouraged Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of my time
Like a leader
Luxurious
Established Premium
The heat map shows:
Areas of emotions that
consumers consider relevant
when buying iced tea
Multidimensional Scaling (MDS) Map
Iced tea category perceptual map with heat map
SKIM Iced Tea Category Case Study Results
The heat map shows:
Areas of emotions that
consumers consider relevant
when buying iced tea
Satisfied Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved Calm
Close
Proud
Confident Trusted
Optimistic
Hopeful
Encouraged Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of my time
Like a leader
Luxurious
Established Premium
Multidimensional Scaling (MDS) Map
Iced tea category perceptual map with heat map
SKIM Iced Tea Category Case Study Results
The emotional elements still need to be matched with the rational factors
Luxury
Doubt
Positivity
Hope
Positivity: +5% lift in purchase intent
Luxury Thirst quenching refreshment with only natural ingredients Honestly, you deserve a refreshing break Our passion, your refreshment
Positivity +5% lift in purchase intent
The emotional elements still need to be matched with the rational factors
Luxury: +3% lift in purchase intent
Luxury
Doubt
Positivity
Hope
The emotional elements still need to be matched with the rational factors
Hope: +1% lift in purchase intent
Luxury
Doubt
Positivity
Hope
The emotional elements still need to be matched with the rational factors
Doubt: -1% decrease in purchase intent
Luxury
Doubt
Positivity
Hope
Healthier and tastier than any other tea Refreshing, even on the hottest summer day Quenching your thirst with 100 calories never felt so good
Doubt -1% decrease in purchase intent
To think outside the box,
first you need to know
what you and others are
thinking inside ”
“
New brands can
create new positioning,
since there are no
associations with
the brand
Beats by Dre was able to
successfully launch around
sexiness and style, which were
not key considerations in the
headphone market
But existing brands
can also change
positioning if they
embrace change and
are willing to think
outside the box
Volvo was able to shift
from being around safety
to also now being about
sexy and stylish
As a secondary metric, you can also check if the messages drive action
NEGATIVE POSITIVE
There are other challenges which must be accounted for in emotional marketing
Verbalizing emotions
can be subjective
It does not
measure unconscious
responses, as
neuroscience or facial
recognition can do
1. 2.
There are other challenges which must be accounted for in emotional marketing
Verbalizing emotions
can be subjective
It does not
measure unconscious
responses, as
neuroscience or facial
recognition can do
1. 2.
The challenge is to bridge the rational
and the emotional drivers of choice
More is demanded of a brand than ever before
skimgroup.com
Rationalizing
Emotional Marketing
Mini Kalivianakis
Global Business Director
Scott Garrison
Manager
SKIM: Decision Behavior Specialists
@SKIMgroup
SKIMgroup
SKIMgroup
skimgroup.com
Rationalizing
Emotional Marketing
Sourabh Sharma
Senior Manager
Scott Garrison
Manager
SKIM: Decision Behavior Specialists
@SKIMgroup
SKIMgroup
SKIMgroup
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