Emotions & Marketing - SEK Talks December 2016
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Transcript of Emotions & Marketing - SEK Talks December 2016
FUTURE IS NOW – IT IS NEARLY 2017!
BUZZ: CUSTOMER EXPERIENCE; CONTENT; MOBILE; PERSONALISATION; BIG DATA; SOCIAL
YEP, this is where wetend to spend ourseminarhourrs to!
BEYOND GEO-LIMITATIONS
WHEREVER/WHENEVER
LIMITLESS CONTENT CHOICE
ALL SCREENS, ALWAYS READY
PERSONALISED & SHARED
TARGETED & MEASURED
OUTCOME: MORE CHOICE MEANS
LESS IN COMMON
BRAVE NEW MEDIA
MOBILEVALUES
VALUES
SOCIETY DIVISION
ECONOMY
VIDEO
EXPERIENCES
DISRUPTION
TECHNOLOGY & ROBOTICS
SOCIAL
CONTENT
20 slides - each 20sApplied Pecha Kucha
EMOTIONS & MARKETINGTommi
December 8, 2016
EMOTION IS MORE EFFECTIVE THAN LOGIC
IN MARKETING!
RATIONALE LEADS TO COMPARISON.EMOTIONS LEADS TO ACTION!
Institute of Practitioners in Advertising
Source: IPA dataBANK - 929 case studies - 30 years of data
http://blog.marketingninjas.com/blog/marketing-psychology-how-emotional-buying-triggers-work-infographic
€RISKS RESULTSEXPERIENCES
BUSINESS INSIGHT
STRATEGY
PEOPLE STORIESRELATIONSHIPS
CUSTOMER INSIGHT
EMOTIONS
Persuade. Explain. Compare.Personify.Engage. Inspire. Share. Trigger.
Influence. Identify. Stimulate. Energize. Manipulate. Agitate. Disseminate. Guide.
Convert. Publish.1.FEEL: Emotional security2.MONEY: Wealth reassurance3.YOU: Ego-gratification4.INSPIRE: Creative outlets5.STUFF: Love objects6.CONTROL: Sense of power7.ORIGIN: Sense of roots8.ETERNITY: Immortality
How to unleash
the creativesoul & bodyin all of us?
ADVOCACY
OWNERSHIP
FORGIVENESS
KNOWLEDGE
CARING & CONNECTION
EXISTENCE
LET’S AIM TO CREATE& BUILD LASTINGRELATIONSHIPS
CORE CONCEPT :HIERARCHY OF NEEDS
IN THE MARKETING PLANNNIG IT IS ESSENTIALTO UNDERSTAND WHICH LEVELS OF NEEDSWE ARE TRIGGERING AND HOW DEEPMOTIVES ARE WE TRYING TO RECALL AND INFLUENCE.
MARKETING AIMS STRENGTHEN THEEMOTIONAL BOND A BRAND HAS FOR THECUSTOMER.
self actual-isation
esteem
belongingness & love
safety needs
physiological needsthe requirements for survival: food, water and shelter
safety, security of home and family, order and stability
love, affection and a sense of belonging to groups
calling for self-realisation and personal growth
based on: Maslow, motivation and personality
reputation and prestige, status,dominance, recognition or appreciation
LET’S FOCUS ON UNDERSTANDING OUR CUSTOMERS MINDS!
• Keitä ovat asiakkaamme?• Mitä he haluavat ja tarvitsevat?• Mitä me haluamme heidän tekevän?• Miten he käyttäytyvät nyt ja jatkossa?• Mikä saa heidät onnistumaan (ilman meidän palveluamme ja sen kanssa?)• Mitä voimme tehdä auttaaksemme heitä onnistumaan ja toteuttamaan
tarpeensa?• Mikä he oikeasti haluavat, mikä saa heidät onnelliseksi?
LÄHTÖKOHTA YMMÄRRYKSELLE
Dra
mat
ic &
Sto
ryte
llin
g
•Character•Conflict•Emotion•Exaggerate•Face•Motivation•Personification•Realism•Story•Symbolic•Twist•Unexpected•When•Where
Pers
uasi
ve &
Ad
apta
tion
•Attack•Before / After•Benefit•Demonstrate•Differentiate•Famous•Hooks•How To•New •Problem / Solution•Reasons•Sexual appeal•Side vs Side•Simplicity•Testimonials Sp
inni
ng &
Pro
pag
and
a
• Linking to actual news• Shock• Fear• Cause• Plain folks appeal• Bandwagon• Selective stories• Narrowing to small focus• Demonise the counterparty• Namecalling• Transfer medium / format• Red herring• Sweeping generalisation• Igrory historical context• Biased testimonials• Biased facts & stats• Narrow source of experts• Maximize repetition• Circular argumentation
LET’S MASTER THE MARKETING TECHNIQUES
NEUTRAL: FIND AN UNIQUE SELLING PROPOSITION!
GREAT MARKETING……Creates an emotional bond.…Surprises positively, hooks, gives pleasure.…Inspires and leads to action…Connect the past and the upcoming into a sound continuity…Stays in mind and is easy to recall and associate with the brand…Provides the most relevant information clearly and fast…Does not mislead nor over-confuse…Brings mutual value for the both the customers and the brands…Is built on strong shareable values and triggers behavior…Is part of the current culture and plugs into core current themes…Is logically connected to business strategy and goals…Is measurable and creates cumulative value for the brand
GREAT MARKETING IS A SERVICE THE PEOPLE APPRECIATE. ALSO IN 2017…