Marketing = Emotion

In the previous posts I have talked about interesting marketing strategies for me. Know I would like to deepen a little bit more into the subject of marketing and bring my own conclusions. That is why I want to talk about emotions.

When you hear the word emotion what do you fell? What comes into your head? Happiness, sadness... who knows. But I am sure that each one of you might fell completely different things. Each one might be relating this word with something they have in their heads right know. Maybe when I say the word emotion a 13 year old might be feeling a sense of anger because she has just had a fight with her best friend. Whereas maybe an 18 year old might relate this word with stress because he is extremely worried about his exams. An other possibility is that there is a 25 year old couple that fell happiness when reading emotion because they are going to get married this week... and so on. This are all examples of what people could feel when hearing the word emotion.

After saying this, haven't you felt similar things maybe when watching an advertisement of a company? Because I have. That is why I wanted to talk about marketing = emotions. for me emotions encompass marketing. I think that the best way of reaching your costumer is by creating emotions in them. Obviously positive emotions. That is why know a days every leading company cares so much about the marketing experience. With experiences they want to create a positive image of the company in the head of each single consumer. That is why it is extremely necessary that the company knows perfectly what do their costumers like, enjoy, hate, need, ask for...

This are some of the feelings that you could relate to a brand and it all depends on how the company sells it self to the costumer. How do they show us that they care not just about selling, but helping us costumers be someone better by using their product. I personally have a lot of names of brans on my head that make feel joy, sadness, anger, disgust or fear. 

In this post I don't want to mention any brands that make me have negative emotions when thinking about them. But I do want to talk about other companies that due to an excellent marketing campaign they have reached the hearts of so many people, have created a great image in their heads and most importantly has created trust, which is something very complicated to achieve in a consumer.

As you can see in the video, depending on the age, sex, tastes... a person has, people can worry and have in their heads completely different things from each other.

The first thing that a company has to do when trying to create emotions into their costumers is think about them. How do they want to fell when seeing a commercial about your brand. And secondly, what do you, as company want them to fell when they see your marketing campaign or just when they see your product.

Most of the readers of this post, after reading what it says in the image from above, might be very surprised about the data mentioned. But think about it, imagine that you want to buy a car, do you really buy the car in a rational way? Think about it. What is the first car brand that comes to your head and why? Is it because this brand makes you feel something different and special, is it because having this car makes you more confident, secure, maybe cool, sophisticated, important... or is it only because some rational facts like the price, the size and the design? I am sure that most of the decision you make is because of your emotions and the image above can proven that. But is it because you fell that or because the brand has created that image and that emotions in your head thanks to a lot of investment in marketing? Think about it. 

"I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." – Maya Angelou

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EXAMPLES

After saying all of this. I would like to show you some of my favorite advertisements. These advertisements I am going to show you have something special from my point of view. Most of them each time I see them make me cry, laugh, smile... No matter how many times I watch them. It is true that some of you might not like them but that would be because this advertisements were not supposed to be targeted to people with your interests or your personality. What I know is that all of the videos from below are for me extremely emotional and beautiful and I love the brands thanks to their advertisements.

"Coca-cola"

Coca-cola has always been a brand that wants to make consumers relate their product with happiness. When I see this advertisement I truly see happiness in it. And maybe their objetive with this brand is not to sell more cokes but to create the image of happiness in consumers.

I Certainly have to say that I am a fan of drinking Coke. I always drink coke if I don´t feel like drinking water. I have only given this example of Cocacola´s advertisements but there are so much more which are equally good and emotional. From my point of view this is the company with the most beautiful advertisements and which uses the best emotional marketing of all.

"John Lewis"

John Lewis is a chain of high-end department stores. It is true that I am not an actual consumer of it because it is from London. But the year I lived in England I went quite a few times. It is commonly related with Chrismas. A lot of my favorite advertisements are from John Lewis which move me a lot. In most of them they want to express the need of sharing with the ones you love.

"Thai Life Insurance"

These advertisements, which are called Thai good stories, are some that I love. It belongs to Thai Life Insurance. I think I saw these advertisements through Facebook a long time ago. I honestly have never heard anything related with this company. It is true that the videos are related with the service they give, which are insurances. But I have noticed after being what does the company do. 

In my opinion, the message given in both videos are extremely beautiful. I consider that what they try to show is that happiness is achieved through generosity and by helping and caring about others.

I think this quote represents the main idea of both videos.

"Edeka"

It is funny how I found about this advertisement from the company Edeka. I received it in WhatsApp from a lot of groups. We all were so emotional when seeing this advertisement that we wanted to share it and talk about it with the people that surround us.

What Edeka wants to teach in these advertisement is that the true meaning of Christmas is to stay with the ones we love, and be for them as they are always for you when you need them. It gives a beautiful message that it is true that know a days people forget, due to the amount of things we have in our heads. It shows us what should be our priorities in life. I do not really know what Edeka sells but I suppose that after reading the title "time to come home" it might be related to houses.

"Extra"

I really love the story that Extra has created. They have related the need of fresh mint gum to finding the love of your life like the one above. We all want to have something so beautiful like what is shown in the advertisement. A perfect love story.

Commonly, most of the people when they want to be with someone they want to create a great impression to their partner. A great number of people buy gum because of this reason, in order to give the perfect kiss. What extra has done is understand how their consumers minds are, and why they want to buy the gum for. For me this love story is so cute and beautiful and it really reaches my heart.

It is funny how the song played in the background of the advertisement is the same song that John Lewis uses in an other of my favorite videos about Christmas.

"The Christmas Lottery"

There has been a lot of buzz about this advertisement. It is the advertisement of the christmas lottery. We have one every year and obviously a different advertisement to promote it. But from my point of view this is the best advertisement that the lottery has done. I have the pleasure of knowing how it was done and who is the creator because my english teacher in my school was the mother of the creator so she told us a little bit about it.

"The Mrs Band"

I personally think that this advertisement gives an extremely necessary message to the watchers. We are in a demanding and harsh society. Sometimes we forget of the good things we have reached in life the amazing things we can do, what are we for the people who loves us and how necessary we are for them. There has to be someone to remind us about it occasionally.

This video remanded me that I am not perfect, that there are a lot of things I have wrong and I can not change, but a lot more that are good things and beautiful parts of me that make me who I am. This messege is given by a rock band that was going to give a concert in that moment called The Mr Band.

"IKEA"

I am not really sure when did I see this advertisement. I think at school some years ago. But it is true that every time I think about IKEA something good comes into my head. I think that this advertisement, when I saw it reminded me of all those beautiful moments I passed with my mum building my desk when I was little. I remember as well that times when I was that age, riding my bicycle with my dad, fishing with my cousins, playing dalls with my best friends...

I would have probably done the same as them if someone had asked me that question. In the end I love Christmas not because of the presents we get, but because of the incredible adventures I am able to live with my family for the whole vacation. I relate to Ikea the following words: happiness, family and fun.

"Estrella Damm"

Everyone my age has dreamed of having a summer like the ones we see in the Estrella Damm´s advertisements. I think that their target market is people from my age and higher that enjoy life. People who spend a lot of time traveling, partying and catching up with friends. What they have seen is that millennials, young people enjoy drinking beer with their friends in their spear time. They recreate the best summer someone could have in every single advertisement that they do. This brand is creating a special bond between having fun and having the best summer of your life with the beer of Estrella Damm. The advertisements gives us the impression as if it is impossible to have a great time without drinking Estrella Damm.

It is funny how all the Estrella Damm´s advertisements are quite similar. There is always a love summer story, a band playing music, amazing beaches and parties, everyone seems to be very cool, open, friendly and independent. It is like a short film.

I don´t really like beer so even though the advertisements are great they are not going to change my impression about the product it self. For me the taste is what it is no matter how cool and awesome the brand could be.

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