emotional targeting

Using emotional targeting for brand messaging

Emotional targeting is when a marketer communicates to the target market using powerful emotional triggers. Emotional targeting takes place on two levels - understanding an audience’s emotional triggers and then implementing the insights on your website or marketing campaign. You need to investigate and understand which emotional triggers will affect your target audience and drive them to take action. For this you will have to dig in to understand your users' behavior. What sort of messaging affects them? How does your product make them feel? And so on. Then you can pursue the triggers that you see are the most successful in customer engagement.

Visual Storytelling

You must have seen MTN and Coca-Cola serenade our web pages recently with videos. The fact that I can even remember these ads out of the million and one web ads I see every day tells you something's unique about video ads. Visuals do the trick, they stick. A good visual message stimulates people’s senses. It can create fear, elicit pity, or showcase friendship. Font styles make a difference, too. People consider a clear, readable font as trustworthy.

To make visual storytelling work, however, you can’t simply slap a few stock photos onto your blog or social media posts. Just as headlines and calls to action must be crafted carefully, your visual content deserves more than a second thought. From screenshots to actual photographs, think about how to convey emotion to your audience. Do you need a wide-angle shot? Will a big red arrow show more impact for the viewer? In addition, be aware of diversity in your visuals. Cultural shifts happen within our society. Not everyone will be on board with your company’s inclusiveness. But don’t let that stop your brand's progression.

Here are a few tips to help in Emotional Targeting…

Memorable Experiences

Memories are precious moments in our lives.

We remember graduating from the university, our first break up with our first romantic partner, or even that embarrassing moment when we flopped a presentation. These experiences evoke us to think about how we felt at that particular time. To harness the power of memorable experiences, associate your brand’s experience with your customer’s life events. For example, transfer the same emotions customers felt when they got married or bought their first home and you're on your way to emotional marketing.

Psychological Triggers

Emotions determine our everyday decision-making. We buy when we’re sad. We buy when we’re happy. However, most brands miss the opportunity to develop an emotional link with customers. They focus on product features, rather than understanding the feelings behind the purchase. This is where emotional targeting comes in.

In 2014, Facebook “revealed that it had manipulated the newsfeeds of over half a million randomly selected users to change the number of positive and negative posts they saw.” This controversial psychological study found that people mimic the emotions expressed in online content. So, if people read a positive post, they are more likely to respond positively. With that in mind, prepare your product / service to develop digital marketing campaigns ingrained with psychological triggers. For instance, happiness induces people to share. So when targeting, the theme of your content should generally revolve around these emotions...

Joy

The one video ad a lot of us have come to love and sing along with is Coca Cola's "Taste the feeling" campaign

Few things in life are as sweet as joy. And equating this emotion with your brand can most certainly drive recognition. Whether it’s an ad that evokes excitement over a new offer or shares a hopeful sentiment to brighten a prospect’s day. When your audience feels the warm fuzzies, they’ll undoubtedly feel compelled to pass it on.

Nostalgia

You don’t need to make your audience weep with sorrow to tap into this emotion. Instead, opt for sweet sentimental. Take, for example, this commercial from Coca Cola that makes use of familiarity and ends on a positive note. More often than not, a relatable story that tugs at the heart strings also inspires action. This is the essence of emotional targeting.

Amusement

Laughter is a powerful reaction that increases the production of endorphins and helps reduce stress. Using humor in your marketing can offer your audience a reprieve from the dull messages filling their inboxes. It can grab their attention and keep them coming back for more. Don’t be afraid to throw in a line of playful quip into email copy. But steer clear of lewd or offensive jokes that could land your brand in hot water.

 

Overall, the best way to appeal to your audience’s emotions is to be authentic. Make an effort to get to know your subscribers through data, and tailor your message to their wants, needs, and behavior. By combining personalization with emotional targeting, you can make a lasting impact on each and every prospect and customer.


3 steps to a productive brainstorming session for brand taglines

3 Quick Steps To Productive Brainstorming For Brand Taglines

So I had the privilege to be part of one of the brainstorming sessions at Localized Digital.

The idea was to come up with a tagline for the brand, which anyone in the marketing industry could relate to.

Here are some of the tips that helped us, and in no particular order :)

1: Have a moderator

Assigning someone to guide the brainstorming session in a productive way is key. Though the entire point involves a free flow of ideas, this can quickly get off track and out of control if not kept in check. Here, the moderator takes note of every idea brought up.

For example, during our brainstorming session, Osaze was the moderator. He wrote down every idea on the board. He also did a great job of bringing us back on track every time our attention were diverted. Like the one time we all suddenly realized we were hungry, hehe

2: Write Everything You Do

Mind mapping is a popular and powerful brainstorming tool used to visualize related terms and ideas. This happens by creating a diagram or writing the central idea, and then grouping the central idea into major sub-topics. For example, we wrote everything we do in our industry, we identified our target audience, our services and demography. You can create mind maps either on paper or a whiteboard. While brainstorming you need to have markers, pens, notes and a large amount of whiteboard space for everyone involved. Remember that every idea, good or bad should be noted or sketched out.

3: Play with Synonyms

One great word exercise is creating a "word storm." Here's what we did with words during the brainstorming

Step 1: Write a bunch of words related to your brand and services down. These words usually represent what your brand does or hopes to achieve. In our session, we had things like marketing, answers, solutions, networking, digital, online...

Step 2: Next we wrote another bunch of words related to the people we're looking to reach out to. Your user personas. In our case, we had professionals, SMEs, startups, agencies, experts and interns.

Step 3: This step was specific to us, we wrote down the last set of words that related to location. Which turned out to be local and Nigeria

Step 4:  What we did next was to come up with one word that summarized these three things, first what we do, then our audience, then the target location.

Step 5:  That's when the fun began, we had all sorts of synonyms generated for these summarizing words to see what worked. In the end, none of them pieced quite well together. But in all the plenty gist, Osaze got an idea

The big catchy tagline :D : A Marketing Society for Everyone!

Here's why it worked. Our core service was featured "Marketing", and our aim got captured too, building a "Society". And in the end, "Everyone" needs to understand online marketing in this day and age. At least to some extent, and that's what we hope to help achieve.

What tagline do you use for your business? And did you have to do a proper brainstorming like this for it? Let us know in the comment box below.


verve spam message

When does marketing become spamming? A case study with Verve

On June 14th, I got a strange email, apparently Verve said I got a credit alert of ₦5,000.

verve email closed

First reaction was, bloody hell, more spammers! And why are they using Verve? I mean, there are other people to pose as, like banks.

I always open these mails, if not for anything, to see what the new spamming tech is like. But today I was in for a shocker, I got this

verve mail opened

Apparently, someone at Verve had thought it OK to send a mail, as a financial institution, that read "Transaction Alert".

I swear that I typed out a response to them on Twitter, but I had to keep a good front for my future employers, before they think I'm a horrible person.

Fast forward two months later, and I get another mail

accessbank spam closed

And although the content wasn't promotional like in Verve's case, do you see the dangerous similarity in subject lines? Needless to say, this was a scam. I don't have a Access Bank account, neither do I have a Verve Card.

At what point does marketing turn into full scale spamming? When you think a financial brand can "try" to be witty by faking a credit transaction.

And we see this all to often in Nigeria, mostly because there are no laws in place to penalize brands. We need to be more socially responsible to our customers.

I really wish I saw the guys who crafted (and approved) this, I'd love to know what they were thinking.