The Power Of Emotion
Most humans are simply not top-notch “rational” creatures. We are influenced by emotions from the seemingly small, insignificant issues to the major life-changing decisions.
Even in those situations where you’d really hope logic and rational thought should take the driver’s seat, people will still remain emotional decision-makers.
So many examples can be found in various research studies, and experiments that reveal that even judges in court continue to make serious, life-changing decisions under the influence of their emotions. This just showcases what is true for all, in our everyday lives: emotions play a role in every individual’s decision, whether we realize it or not.
The world of marketing cannot be exempted from this reality. The role our feelings play in our decisions is something that today’s marketers can’t afford to ignore. In a fast-paced world, organisations need to make sure that they’re appealing to their consumers from all touchpoints.
In a study conducted at the University of Southern California, researchers discovered that people with impaired performance in the emotional region of their brains were able to think critically but unable to make decisions because they had no understanding of how they felt about their options.
While scientists often brag about how complex the human brain is, the truth is that most of our modern emotions stem from a handful of base feelings. The way we perceive happiness, sadness, fear, and anger determine how we make some of our most complicated decisions.
Emotions in Marketing
Even in the marketing world, that power of emotions is something that can be harnessed and used to great benefit. By using the emotions of potential customers, brands can influence them towards the steps they want them to take.
Now, what can be more loaded with emotions than an experiential “atomic bomb” of a Reality Show that can turn the power of emotions to its full advantage?
Presently, the reality show of the moment on the African continent is, Big Brother Naija or BBNaija, now in its fifth week. Very few reality shows on the continent can race at their pace. The numerous lessons from the highly engaging show can never be lost to the marketing world.
Despite the debilitating influence of the COVID-19 pandemic coupled with the fear of a recurring economic recession, the BBNaija reality show has been able to consistently pull huge attention on all media platforms- online, television, radio, and print. The last two years have been quite remarkable as the show has consistently enjoyed the influx of many young people salivating over greener pasture and economic liberation that an appearance in the house can bring, no matter the duration.
Little wonder so many brands jostle to associate with the BBNaija show annually, aa other reality TV shows with the organisers smiling to the bank from sponsorship fees and advert placements.
The show is equally a major contributor to the growth of the creative industry of the most populous black nation in the world. Two other reality shows, the Voice and the Nigerian Idol have equally done remarkably well in the last few years.
But how was MultiChoice Nigeria as well as the other outstanding reality show handlers able to consistently achieve the right approach to emotional marketing year in, year out? How were they able to assemble the power of emotions to build such a strong relationship with consumers that has carried them from one level of marketing success to another?
Indeed, emotional marketing tells a story that connects audiences with brands in a personal, and human way. Using appealing personalities in a reality show to project a clear identity and vision, makes emotional marketing much simpler. When used correctly, emotional marketing strategies help brand to differentiate themselves in a challenging environment, bringing passion and focus to a corporate entity.
With the successes achieved by MultiChoice and few other player on this turf, the question in the heart of brand handlers who may be envying this success will be “How do I get to the heart of emotional marketing?”
Put Your Consumers First
Creating a consistent communications trajectory centred on the customers’ emotional needs is one area used to achieve marketing success in emotional marketing. Every point of contact should reflect and reinforce the message that the brand is responding to its customers’ emotional needs; i.e. customer relations, online content, and social media engagement.
When people form an emotional attachment to a brand, the strength of that bond is not dissimilar to an attachment to a loved one. It becomes hard for that person to separate himself from one brand and begin a new relationship with competition. Emotional branding can only be achieved by putting what customers deem most important ahead of everything else.
If you can master the skill of establishing a relationship with your customers at this level, you can count them in for the long haul! This is an aspect The BBNaijja show has mastered so well, keeping the audience at the centre of relevance. Everything surrounding the exit of housemates in the game is guided by the views and actions of their passionate consumers.
So, how do you demonstrate you’re putting your customers ahead of all other considerations? Decide scientifically which emotion you want to target in your audience.
Before the emergence of BBNaija, massive research works took place that led to the evolution of the show over the years from Big Brother Africa to what it is today. The consistent increase in the prizes and the build-up around the participants on social media are all part of the comprehensive response to consumers’ aspirations discovered via research.
Discerning and defining your target audience’s core emotional need is the most important aspect of emotional branding. It is vital to communicate this insight through all internal and external communications.
Encourage customers to reach the desired emotionally bonded state. Start by considering your customers’ needs – what they want, need and aspire to.
Find And Reinforce Authentic Connection Points
After discovering the right emotions to focus on, reinforcing authentic connection points with the audience has been a key reason for the success of most reality shows in Nigeria like BBNaija. The emotions of your audience are simply your ticket to their conversion and their loyalty. Create a connection with emotional marketing and you will have them for the long term.
To start, you will need to identify and lock down the emotion you need to emphasize. Forcing it could boomerang. Using emotion in marketing works best when the emotion feels authentic. Avoid falling into cheesy territory with your emotional marketing by using your target audience research, tapping into the real, honest emotions that you can find there. With authentic emotion in the marketing, the connection formed with the audience can be long-lasting.
Craft A Campaign With Emotion That Resonates
Once you know which emotion fits your brand best, you can begin integrating them into your carefully crafted marketing campaign. One way to do this is through storytelling. This is a technique that has been working for marketers for quite a long time. Just as humans are emotional beings, we also all love a good story and this can certainly be used to your benefit as a marketer.
The BBNaija is the story of about 20 strange bedfellows trying to outwit one another as they push in a pulsating manner for the star prize. To weave together a story that packs an emotional punch and that makes your brand an integral element. With a story-based emotional marketing campaign, you can successfully get that emotional response out of the audience.
Of course, there are other ways to make emotion a central component of the marketing campaign, but you have to be careful with it. Get the emotional message in whichever way works best for your brand and, importantly, for your target audience.
Knowing your target audience is exactly how you will know how to get the emotional response needed from them to see the marketing results you’re looking for.
Earn The Marketing Results You Desire
If you can successfully elicit strong emotional responses from those that you target with your marketing, you can find definitive success with your marketing.
Emotions prompt people to bring out their emotions, in a way that can be beneficial. But to unlock the right action from them, you need to target the right emotion with your marketing. Indeed, there are particular ways to tackle this as a strategy.
Targeting the right emotion at the right time will give you the right results for your marketing campaign. That is where success and sustainability begin.
The fact that a show like the BBNija show provides an enviable advertising platform for brand owners reflects the desired results and goals of the show owners, as brand owners are always keen to associate with any venture that can further push their brands to the doorstep of their patrons. This BBNaija ‘Shine Ya Eye’ platform is like heaven for brand promoters. With the season in its fifth week, and the housemates increasingly generating so much frenzy among viewers, the show this season will be another rollercoaster edition.
Measure Performances in your Emotional Territory
As brands continue on the journey of building strong emotional connections, feedback is key. It is vital to invest in measuring how each of your marketing tactics performs against its emotional territory. Not only will this ensure more effective use of the marketing budget, but it will also drive stronger emotional connections with consumers, and build your brand in a way that accelerates its growth.