emotions
TRANSCRIPT
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EMOTIONSa marketer’s best friend
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people
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Help your consumers love you and the money will come.
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rational & emotional
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Emotions drive the need
Reason justifies the need
Emotions drive the choice
Reason justifies the choice
Emotions drive the satisfaction & enjoyment
Reason justifies repetition
Emotions drive loyalty
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emotions
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science of emotions Not a direct & simple response to stimuli (like an eye
blink) Composed of two parts:
evaluation of stimuli physical reaction to stimuli
Trigger behaviours & often lead to other emotions
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Why does it matter?
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triggers
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Plutchik’s Wheel, 1996
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pick one
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understand contextlesson #1
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four drives
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roi
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Do emotions make a real difference? Year over year
6% increase in dollar sales 5% increase in unit sales
Month over month 2% increase in dollar sales
Over 1 million women visited the campaign website Valuable media attention #1 selling soap in the US
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redefine beauty
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relevant contentlesson #2
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your brand’s heartbeat
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carelesson #3
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in 140 characters understand context relevant content care
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Q&AJudi Samuels@chieflemonhead