For many decades it has been seen that emotion drive sales. In a time of uncertainty, it seems as though brands are beginning to leverage this knowledge and truly began increasing their advertising around emotional cues to drive sales. However, this is not the first time we see this. In 2012 Royal Caribbean launched an entire campaign around the “Sea” (Links to an external site.)not their ship’s features and enhancements. The feeling the sea gave consumers and cruise travelers evocated an emotion of calm and peace resulting in the want and need to now go on a cruise.
As a marketer, it is important to understand what emotions your brand evokes and how to properly leverage product launches to increase sales while enhancing the customer’s journey. The mission for the brand needs to be strategic and informative while also provoking feelings.
Why do feelings matter?
The results are in and emotions and feelings do matter when it comes to making a purchase. Consumers are more inclined to purchase from brands that they feel they have a connection to they want to feel tied to the mission and vision of the brand. these emotions evoke a need to purchase and become part of the brand. When discussing a purchase or product recently bought many times people talk about how it makes them feel this is very important as a marketer to understand and always ensure that the customer journey leaves each individual with a feel-good feeling. “According to the results of Iterable’s Holiday Quick Poll, 83% of those polled indicated that they were more likely to purchase from a brand that they have an emotional connection with (Links to an external site.).” by Scott Clark of CMS wire.
How can your brand evoke the purchase feeling?
As consumers experience brands on all different levels throughout their customer journey it is important that at each touchpoint the customer Has an emotionally satisfying feeling throughout their entire experience. This will not only drive sales but it will allow the customer to walk away from the purchase feeling great and ready to share their good fortune with all of their friends and family which would drive a new fanfare and look-alike customer base. it is key to never underestimate the power of word of mouth.
Emotional drive and takeaways
It is important as a marketer to ensure but the customer journey is emotionally satisfying allowing the consumer to walk away feeling excited about their purchase. Having a sense of connection is key and the universal theme that is easily translated throughout their experience. From beginning to end and throughout every touchpoint of the customer journey it is important that the brand’s mission be felt by the consumer. Understanding that all interactions need to be meaningful and impactful, allowing for a sense of satisfaction to be felt will be key. Understanding the various emotions that can be felt and how to trigger the “feel good” ones will be key to drive a brand’s vision forward resulting in an increase of revenue and overall ROI throughout.