Did you know that all marketing is emotionally driven?  When you watch an advert on TV, such as a fast food advert, pay attention to when they advertised this product to you.  I guarantee it was at breakfast, lunch time or just before dinner time.  Why do they do that?  People make decisions based on emotions.  If they are hungry, they will make a decision to swerve off their road home to pick up a burger if the advert entices them enough (makes them hungry enough).

How can we use this in our marketing efforts?

Key 1: Know the Emotions

Know what emotions your clients need to be in when they want your product.  This sounds very complicated, but let's take a closer look by asking a few key questions. 

·         What pain do my clients experience by not using my product?

·         What pleasure will my clients get from using my product?

Example: if a client is going to buy running shoes, chances are they are fed up with being unfit.  They have perhaps just experienced a break-up or worse, somebody made them feel ugly or fat.  They have decided to take action and?  They want to feel good about themselves again, look good and be in control of their lives again. 

So your running shoes campaign needs to reflect those emotions.  You need to clearly depict those emotions when people buy your running shoes.  They are going to take control of their lives when they buy your shoes - and they are going to feel attractive again.  Its a silly example, but Nike would be out of business if they just sold running shoes!  They sell you a feeling: Just Do It!  Make your goals a reality!  Win the race!  Be the Best!

Key 2: Get them at their Weakest

It's terrible, but this is what all the big agencies do.  They get you when you are at your weakest, when you are at your most vulnerable and when you are most likely to make a decision without too much thought about price or necessity is in sight.

Here's a questions: When do you normally buy perfume / or try new perfumes?

The answer is simple: Perhaps when somebody special has caught your eye, and now you want to catch their attention with a new fragrance. 

How fascinating it is that the perfume bottles depict beautiful, confident, hot and attractive women or men on the packaging?  Why?  Because you want to feel that way too!  By using beautiful imagery mixed with all sorts of fragrances from the perfume shop, your brain is ready to commit to spending over a thousand rand on the hope that this combination of alcohol, water and a bit of oil will make them feel a certain way and better yet - be percieved a certain way.  But the truth is: people are willing to pay thousands for a perception.

What have we learnt:

·         Find out WHAT pain your target market experience by not using your product?  What are they going through currently?

·         Find out WHEN your target market are most likely at this point in their lives, in the month or on the day.

·         Find out WHERE your target market are reminded of this pain they are experiencing - I will be sure to publish an article on this too very soon so don't wander too far!

·         Clearly indicate HOW your product will fix this problem - associate perceived pleasure to your product in all your marketing.  (Use music, models, colors and fonts to depict this emotion)

And that's all you need to do! 

Until next time, Happy Marketing!

Jadeye