It may seem an unusual question, but have you ever considered what emotion you are selling? Beyond the adage that people buy from those they like, it’s evident that purchasing decisions are deeply rooted in emotion. So, I ask again: what emotion are you selling?
The Role of Emotion in Business
Emotions significantly influence consumer behaviour. Studies have shown that advertisements evoking strong emotional responses are more likely to be remembered and acted upon. In the UK, 47% of respondents said they found advertising that made them feel emotional on TV.
Emotional Strategies Employed by Prominent Brands
Prominent brands have long understood the power of emotion in marketing. These companies craft narratives that resonate deeply with consumers, creating a connection beyond just their products.
Hovis, for example, taps into nostalgia and national pride. Their “Go On Lad” advertisement takes viewers on a journey through 122 years of British history, reinforcing the brand’s heritage and longstanding presence in households nationwide. By tapping into a sense of tradition, Hovis makes its product feel like a cherished part of British culture.
On the other hand, Irn-Bru leans into humour and national identity. Known for their often quirky and controversial adverts, Irn-Bru creates a brand personality that feels uniquely Scottish. Their marketing strategies foster loyalty by making consumers laugh while reinforcing a strong connection to their cultural roots.
Nescafé Gold Blend, meanwhile, has taken an entirely different emotional route by focusing on romance and sophistication. The “Gold Blend couple” campaign told an ongoing romantic story through a series of adverts, drawing in audiences and making them emotionally invested. This approach created excitement around the product and positioned it as a premium choice associated with elegance and lifestyle.
Nike uses emotion to drive consumer engagement by focusing on motivation and achievement. The brand consistently aligns itself with athletes and stories of personal triumph, inspiring customers to push their limits and strive for greatness. The emotional impact makes consumers feel empowered whenever they wear a pair of Nike trainers.
Marks & Spencer takes a more refined and comforting approach, evoking trust and quality. The brand’s food advertising, in particular, is well known for its rich, indulgent visuals and soothing narration, making consumers feel they are purchasing something truly special. M&S doesn’t just sell products; it sells an experience of luxury and reliability.
Finally, Yorkshire Tea leans into warmth and authenticity. Its marketing campaigns focus on tradition, quality, and a sense of home, often featuring familiar faces and humorous yet heartwarming storytelling. By positioning itself as a brand that represents genuine care and craftsmanship, Yorkshire Tea taps into the comforting ritual of a perfectly brewed cup of tea.
Each of these brands succeeds because they do more than just sell a product—they create an emotional experience. Whether nostalgia, humour, motivation, luxury, or comfort, their marketing strategies make their products meaningful to their audiences. Businesses that can identify and harness the right emotional connection for their customers will be the ones that truly stand out.
Does Negativity as an Emotion Work Better Than Positivity?
While positive emotions such as joy, nostalgia, and excitement are frequently used in marketing, negative emotions can also be powerful motivators. Fear-based marketing has long been employed by industries such as insurance, health, and cybersecurity. Fear of loss, fear of missing out (FOMO), or fear of danger are potent emotional triggers that influence behaviour.
For example, alarm and security companies often highlight the risks of inadequate protection, playing on fears of break-ins and crime. Similarly, financial services frequently use fear-based messaging around retirement planning, emphasising the dangers of insufficient savings.
FOMO is another incredibly effective strategy, particularly in e-commerce and social media marketing. Brands use limited-time offers, flash sales, and exclusivity to drive urgency. For instance, Amazon’s Lightning Deals and countdown timers leverage FOMO to push consumers into making immediate purchases.
Do People Buy on Price Alone?
While price is a key consideration, it is rarely the sole factor in a purchase decision. Research shows that while consumers like a bargain, they are still willing to pay a premium for products and services that offer emotional value. Apple is a prime example—despite having significantly higher prices than many competitors, customers remain loyal because of the brand’s emotional appeal, strong identity, and perceived exclusivity.
Even in highly price-sensitive industries, such as grocery retail, brands like Waitrose and M&S have managed to maintain strong customer bases by emphasising quality, trust, and superior service over discount pricing.
Do Companies That Walk Away from Their Emotional USP Lose Customers?
When companies abandon their emotional, unique selling proposition (USP), they often struggle to maintain consumer loyalty. A clear example is GAP, which shifted from its core identity of timeless, casual fashion to a more trend-driven approach in the early 2010s. The marketing deviation led to brand confusion and a decline in customer engagement, forcing the company to revert to its original aesthetic.
Similarly, Tropicana made a costly mistake in 2009 when it rebranded its packaging, removing the familiar orange-and-straw design. Customers reacted negatively, feeling that the brand had lost its emotional connection to freshness and authenticity. The backlash was so severe that Tropicana reverted to its original design within two months.
Is Exclusivity an Emotional Motivator?
Exclusivity is a powerful emotional driver in marketing. People are drawn to things that feel rare or difficult to obtain, as exclusivity enhances perceived value. Luxury brands thrive on this principle—limited edition releases, private sales, and VIP memberships all create an allure of exclusivity.
Restaurants and venues also leverage this tactic effectively. Plates restaurant in London is a prime example (waiting lists are months). Part of its appeal is the difficulty securing a reservation, heightening its desirability. If it were readily available to all, much of its prestige and demand would likely diminish.
Similarly, high-end fashion brands like Chanel and Hermès maintain exclusivity by limiting product availability. The Hermès Birkin bag has lengthy waiting lists and requires a history of previous purchases, reinforcing its status as a luxury item.
Tailoring Emotional Marketing to Your Industry
While small businesses may lack the budget for large-scale advertising, they can still leverage emotional marketing. Understanding your audience’s core motivations is crucial—do they seek trust, comfort, excitement, or exclusivity?
For example:
- If trust is key, highlight testimonials and ethical sourcing.
- If excitement drives purchases, create engaging, time-sensitive promotions.
- If exclusivity is a motivator, offer VIP memberships or invite-only events.
Conclusion
By understanding and expanding upon the emotions that drive your customers, you can create compelling marketing narratives that attract and retain loyal patrons. Emotional marketing is a powerful tool whether your strategy centres around trust, nostalgia, excitement, or exclusivity. So, next time you plan a campaign, take a step back and ask yourself—what emotion are you selling?
Further Reading
How Videos Tap into Our Emotions and Create Lasting Impressions
The Ultimate Guide to Understanding Marketing Campaign Style for Your Business
VideoandWeb.com