Five Methods of Emotional Marketing, Successful Cases of Emotional Marketing

1. Emotional marketing.

Emotional marketing is simply a marketing method that increases the buying point of the product with the help of a certain personal emotional demand of consumers, and they take the personal emotions and needs of consumers as the core of the product marketing strategy. Emotional marketing is from the consumer's emotional punishment to arouse the consumer's desire to consume. For example, the "Memories of the Post-90s" customized version of AD calcium milk launched by Wahaha Group allows AD calcium milk to return to the post-90s group, orders small wine, and uses common ink bottle packaging for post-80s to package wine, etc., all of which win the attention of consumers through emotional marketing.

Emotional marketing can allow consumers to resonate with their hearts, entertain emotions in marketing, and let emotional marketing win ruthless competition.

2. Viral marketing.

Viral marketing is to use the public's enthusiasm and interpersonal network to spread and spread marketing information like a virus, and can quickly obtain tens of thousands, millions of network traffic. And this information can invade the human brain like a virus and replicate quickly.

On May 7, 2017, Pechoin swiped the circle of friends with a set of one-shot god advertisements, a modern girl in old Shanghai in 1931, who seemed to be walking on the streets, but in fact completed a ** task, the beauty said after completing the shooting"My job is to fight against time"while leading to the theme of Mother's Day.

Once the advertisement was launched, it was read by many parties, not only did the production team achieve 100,000+ readings in a short period of time, but also 100,000+ readings after some industry public accounts were secondary. One called"4a Advertising Door"After the public account was released on May 8, in addition to the reading volume of 100,000+, it received more than 10,000 likes, and the likes of the top message reached 10,000. This is a typical case of viral marketing, which has become a young brand while gaining wide dissemination.

3. Affiliate marketing.

Membership marketing is a marketing method based on membership management, in which merchants turn ordinary customers into members, analyze member consumption information, tap customers' follow-up consumption power to absorb lifelong consumption value, and maximize the value of a customer through customer referrals.

4. Hunger marketing.

Hunger marketing refers to the marketing strategy in which product suppliers deliberately reduce production in order to regulate the relationship between supply and demand, create the "illusion" of short supply, maintain the image of the product, and maintain the higher price and profit margin of the product.

Emotional marketing is to take consumers' personal emotional differences and needs as the core of the company's brand marketing strategy, and achieve the business goals of the enterprise through the help of emotional packaging, emotional advertising, emotional word-of-mouth, emotional design and other strategies.

In life, we will find many examples of this:

1) If the community convenience store wants to do long-term business, it must have a good neighborhood relationship;

2) Products recommended by girlfriends and friends will generally lead to purchases without suspicion.

3) Fans are easily guided by their favorite celebrities, and do not reject or are more willing to accept the brands and products recommended by celebrities;

It can be seen that when customers buy products, impulsive and emotional consumption are the majority. The emotional tilt of consumers greatly affects the promotion of a brand and the increase of sales.

Shape the brand sentiment value of the product.

Let's take diamonds as an example: diamonds, as an ornament, become a necessity to express feelings after being incorporated into the element of love. Major brands have given different emotional appeals in product design, cultural connotation and brand story.

For example: the sweet promise conveyed by the brand i do; Brand DR's testimony of loyalty: a ring that a man can only buy once in his life.

The emotional connotation conveyed by these brands is usually recognized and accepted by mass consumers, resulting in high premiums. After giving the product an emotional brand value, a series of emotional brand strategies are carried out, which is why the jewelry brand can successfully launch it to the market.

Generate emotional resonance and let customers be moved by the brand.

A highly creative advertisement can make you repeat it several times, and ** circle of friends, so as to achieve the purpose of promoting its brand, often because the content of the brand tells you emotional resonance.

Once the social "viral communication" is formed, the brand can achieve double the publicity effect, so that customers can be moved by the brand at the same time, enhance the reputation, and then make customers have the urge to buy.

Cultivate a "spirit of engagement" and engage emotionally with customers.

When a good product is brought to market, customers cannot recognize the value of the product without effective interaction and hands-on experience. Without the "spirit of participation" of customers, the brand lacks vitality and vitality.

Emotional interaction should run through the whole process of pre-sale, in-sale and after-sale, especially after-sales. Maintaining a group of old customers is far more important than expanding a new customer, it is necessary to establish the necessary customer files, while providing high-quality services, the most important thing is to let the brand and customers interact accordingly, establish emotions, deepen understanding, in order to find more demand points.

This is really a cloth to know... Do you dare to adopt my answer?

Definition: Which emotional marketing is based on the emotional needs of consumers, arousing and arousing the emotional needs of consumers, inducing consumers' spiritual resonance, and integrating emotions into marketing, so that affectionate marketing can win ruthless competition. In the era of emotional consumption, what consumers value when buying goods is not the number of goods, the quality of goods and the price, but for a kind of emotional satisfaction and a kind of psychological identity.

The Role of Emotional Marketing:

Emotional marketing can create a better marketing environment; Emotional marketing can increase brand loyalty among consumers; Emotional marketing is a powerful way to beat your competitors.

Emotional marketing is based on the emotional needs of consumers, arousing and arousing the emotional needs of consumers, inducing consumers' spiritual resonance, and integrating emotions into marketing, so that emotional marketing can win ruthless competition.

Summary. Hello, dear. Emotions that are objectively exaggerated will only obtain temporary sales results, not the way to operate for a long time.

The principle of objectivity and truth should be followed in the emotion**, so that consumers can not only resonate emotionally, but also get a perfect shopping experience. Therefore, when entering the product, it is necessary to combine the characteristics of the product, the life cycle stage, the sales target, the difference with competing products, the cognition of consumers and other aspects, and adopt the corresponding emotional strategy.

Use emotional marketing to plan a marketing campaign.

Hello, dear. Emotions that are objectively exaggerated will only obtain temporary sales results, not the way to operate for a long time. The principle of objectivity and truth should be followed in the emotion**, so that consumers can not only resonate emotionally, but also get a perfect shopping experience.

Therefore, when entering the first feeling, it is necessary to combine the characteristics of the product, the life cycle stage, the sales target auspiciousness, the difference with competing products, and the consumer's recognition and knowledge, etc., and take the corresponding emotional strategy.

Emotional potato marketing is based on the emotional needs of consumers, arousing and stimulating the emotional needs of consumers, inducing consumers' spiritual resonance, and entertaining emotions in marketing, so that affectionate marketing can win ruthless competition. In the era of emotional CITIC consumption, what consumers value when buying goods is not the number of goods, the quality of goods and the level of price, but for a kind of emotional satisfaction and psychological identity.