This presentation briefly discusses the role of emotions in advertising and marketing and the science behind that before sharing a care study of TapestryWorks' approach to finding the right emotional platforms for brands and communications. This is an edited version of a presentation for Asia Research in Jakarta on 19 June 2014 (with some content taken out for reasons of confidentiality).
1. Finding your Brand Story:
Marketing with the Right
Emotions
19 June 2014
Neil Gains
2. Divider slide
If you want to be remembered, be emotional
âIâve
 learned
 that
 people
Â
will
 forget
 what
 you
 said,
Â
people
 will
 forget
 what
 you
Â
did,
 but
 people
 will
 never
Â
forget
 how
 you
 made
 them
Â
feel.â
Â
Â
Maya
 Angelou
 (1928-Ââ2014)
3. Divider slide
Divider slide
Marketing with the Right Emotions
âąâŻEmoIons
 in
 adverIsing
Â
Â
âąâŻWhy
 emoIons
 maKer
Â
âąâŻFinding
 the
 right
 emoIon
4. Divider slide
Emotional beats rational
0
5
10
15
20
25
30
35
Rational Only Rational &
emotional
Emotional Only
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012
ROI(%oflargebusinesseffects)
5. Emotions increase sales volume
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012
6. Divider slide
Emotions build price elasticity
0
1
2
3
4
5
6
7
8
Rational Only Rational &
emotional
Emotional Only
Verylargereductionin
priceelasticity(3+years)
%
0%
5%
7%
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012
8. Divider slide
Emotions guide us to the right behaviours
Scary movie
Popular choice
Self protection
Romantic movie
Exclusive choice
Status
[Source: Kenrick & Griskevicius, The Rational Animal, 2013]
10. The Emotions associated with Fresh milk and Yoghurt
0
Â
20
Â
40
Â
60
Â
80
Â
100
Â
WARRIOR
 (INDEPENDENT)
Â
ARTIST
 (CREATIVITY)
Â
EXPLORER
 (CURIOSITY)
Â
REBEL
 (FREEDOM)
Â
JOKER
 (FUN)
Â
SEDUCER
 (LOVE)
Â
EVERYMAN
 (BELONGING)
Â
CAREGIVER(NURTURE)
Â
IDEALIST
 (OPTIMISM)
Â
RULER
 (STABILITY)
Â
GURU
 (WISDOM)
Â
CATALYST
 (CONFIDENT)
Â
Fresh milk
Yoghurt
Hong Kong, general sample, August 2013
11. Divider slide
Finding the right brand story
Back story
Category
codes
Emotional
stories
Validation
Creative
workshops
Experience
design
12. Divider slide
Case study : back story
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design
13. Divider slide
Why is my advertising campaign not working?
âąâŻ HK telco client launched first high
profile ad campaign for years
âąâŻ Targeting entrepreneurs, expats,
business travellers (key segments)
âąâŻ Initial indications that performance
targets not being met
âąâŻ âWhy is my campaign not working?â
14. What is the emotional message?
Freedom or
destruction?
Independence
or arrogance?
Many of the creative executions
confused independence with
arrogance and challenge with
destruction
15. Divider slide
Case study: decoding the category
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design
22. Business travelers are not rebels
Fascinated with new things and enthusiasm to
learn
Out of my
comfort zone
Innovation
in my work
Treating people fairly and
with respect
Exploration
and travel
Staying
connected and
understated
style
Authenticity and discovery
Being in the know
for work
Keeping in
touch with
family and
loved ones
whilst
working
Fear of becoming out of
date and obsolete
Stay smart and
efficient in work Want to live ,my
life to the full
and make most
of opportunities
Connects me to
inspirations and
new ideas
Answers and
contacts
wherever,
whenever
Keep connected
to who I want to
24. Reliability & care enable knowledge & creativity
Artist âąâŻCreate opportunities
Guru âąâŻStay âin the knowâ
Everyman âąâŻStay connected
Caregiver âąâŻSecure network
25. Divider slide
Case study : quantitative segmentation
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design
26. What do users want to feel when they use mobile services?
0
Â
20
Â
40
Â
60
Â
80
Â
100
Â
WARRIOR
Â
ARTIST
Â
EXPLORER
Â
REBEL
Â
JOKER
Â
SEDUCER
Â
EVERYMAN
Â
CAREGIVER
Â
IDEALIST
Â
RULER
Â
GURU
Â
CATALYST
Â
HK general
Target segments
27. Geeks
Entrepreneurs
Business travelers
Business travelers want to
create something new
Entrepreneurs want to feel
unique & impactful
Geeks want to feel different &
playful
All segments want
connection, security,
knowledge & change
28. Solution:
A blend of
knowledge and
change agent
The best opportunity for the
client was to mix mastery &
transformation with expertise
& understanding
30. Divider slide
Divider slide
Finding the Right Emotions
âąâŻ Know your brandâs history
âąâŻ Understand the category codes
âąâŻ Focus on emotional goals