How to Incorporate and Leverage Emotion in Marketing
Have you ever considered emotion in marketing when strategizing your marketing initiatives? People often associate emotions as something that can swing dramatically in one direction or another but that isn’t always the case. We can feel sadness, happiness, complacency, or anger to varying levels. By associating happiness with laughter or joy, we can brand it to shape and encourage different consumer behaviour. We can also feel empathy or sadness when we watch others experience heartbreak or suffering, which can also encourage a change in brand specific behaviour. In experiential marketing, harnessing the visitor’s emotions make the experience more real and inspires a change, be it in buying habits, social sharing, or otherwise. By creating an instance in which visitors are prompted to feel, you are encouraging the change in behaviour that your marketing strategy dictates.