Rationalizing emotional marketing
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In traditional fast-moving consumer goods, the functional element is a given for consumer trial and usage. However, it’s the emotional connection that is becoming increasingly critical: It creates a distinction from the competition. We recently set out to understand how to measure the effect that product claims have on emotions and, consequently, how this impacts consumer decisions. This presentation showcases the importance of emotional marketing, how market research can help brands determine which emotions to leverage, and how to do so.
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Rationalizing emotional marketing
- 1. Webinar by Scott Garrison & Sourabh Sharma | 01/29/2015 Rationalizing Emotional Marketing
- 2. Old ways of communication may not be as dependable anymore
- 3. Consumers can now decide if they want to hear your message, and how they want to hear it
- 4. The functionality of a product is often considered table stakes More is demanded of a brand than ever before
- 5. The functionality of a product is often considered table stakes More is demanded of a brand than ever before But the emotional component is what can distinguish a brand
- 6. It is often a good idea to have both the functional and the emotional Emotional brands can use functional claims as well
- 7. Marketing is emotional storytelling, not logical explanations ”“
- 8. ` Brand perceptions affect what emotions can be leveraged
- 11. Iced tea category perceptual map Satisfied Happy Enthusiastic Passionate Excited Sexy Positive Loved Calm Close Proud Confident Trusted Optimistic Hopeful Encouraged Empowered Emboldened Respected Supported Entrepreneurial Ahead of my time Like a leader Luxurious Established Premium Brands and emotions are plotted according to the frequency of their associations: the closer together two items are, the more they are connected in consumers’ mind Multidimensional Scaling (MDS) Map SKIM Iced Tea Category Case Study Results
- 12. Iced tea category perceptual map Multidimensional Scaling (MDS) Map Satisfied Happy Enthusiastic Passionate Excited Sexy Positive Loved Calm Close Proud Confident Trusted Optimistic Hopeful Encouraged Empowered Emboldened Respected Supported Entrepreneurial Ahead of my time Like a leader Luxurious Established Premium SKIM Iced Tea Category Case Study Results
- 13. ` In addition to brand perception, the category also determines which emotions can be leveraged
- 14. Satisfied Happy Enthusiastic Passionate Excited Sexy Positive Loved Calm Close Proud Confident Trusted Optimistic Hopeful Encouraged Empowered Emboldened Respected Supported Entrepreneurial Ahead of my time Like a leader Luxurious Established Premium The heat map shows: Areas of emotions that consumers consider relevant when buying iced tea Multidimensional Scaling (MDS) Map Iced tea category perceptual map with heat map SKIM Iced Tea Category Case Study Results
- 15. The heat map shows: Areas of emotions that consumers consider relevant when buying iced tea Satisfied Happy Enthusiastic Passionate Excited Sexy Positive Loved Calm Close Proud Confident Trusted Optimistic Hopeful Encouraged Empowered Emboldened Respected Supported Entrepreneurial Ahead of my time Like a leader Luxurious Established Premium Multidimensional Scaling (MDS) Map Iced tea category perceptual map with heat map SKIM Iced Tea Category Case Study Results
- 16. The emotional elements still need to be matched with the rational factors Luxury Doubt Positivity Hope Positivity: +5% lift in purchase intent
- 17. The emotional elements still need to be matched with the rational factors Luxury: +3% lift in purchase intent Luxury Doubt Positivity Hope
- 18. The emotional elements still need to be matched with the rational factors Hope: +1% lift in purchase intent Luxury Doubt Positivity Hope
- 19. The emotional elements still need to be matched with the rational factors Doubt: -1% decrease in purchase intent Luxury Doubt Positivity Hope
- 20. LuxuryThirst quenching refreshment with only natural ingredients Honestly, you deserve a refreshing break Our passion, your refreshment Positivity +5% lift in purchase intent
- 21. Healthier and tastier than any other tea Refreshing, even on the hottest summer day Quenching your thirst with 100 calories never felt so good Doubt -1% decrease in purchase intent
- 22. To think outside the box, first you need to know what you and others are thinking inside ” “
- 23. New brands can create new positioning, since there are no associations with the brand Beats by Dre was able to successfully launch around sexiness and style, which were not key considerations in the headphone market
- 24. But existing brands can also change positioning if they embrace change and are willing to think outside the box Volvo was able to shift from being around safety to also now being about sexy and stylish
- 25. As a secondary metric, you can also check if the messages drive action NEGATIVE POSITIVE
- 26. There are other challenges which must be accounted for in emotional marketing Verbalizing emotions can be subjective It does not measure unconscious responses, as neuroscience or facial recognition can do 1. 2.
- 27. There are other challenges which must be accounted for in emotional marketing Verbalizing emotions can be subjective It does not measure unconscious responses, as neuroscience or facial recognition can do 1. 2.
- 28. The challenge is to bridge the rational and the emotional drivers of choice More is demanded of a brand than ever before
- 29. skimgroup.com Rationalizing Emotional Marketing Sourabh Sharma Senior Manager S.Sharma@skimgroup.com Scott Garrison Manager S.Garrison@skimgroup.com SKIM: Decision Behavior Specialists @SKIMgroup SKIMgroup SKIMgroup