ON THE EMOTIONAL CONNECTION IN MARKETING
We talk about “emotional branding” or “emotional marketing” the process of forming a relationship between a consumer and a product by appealing to their emotions. To do this, the marketing temas create content that connects with the mood, ego, needs, and aspirations of consumers.
The concept of emotional marketing was created more than 20 years ago by Marc Gobé and popularized in his book Emotional Branding: the new paradigm for emotionally connecting brands with people.
Emotional marketing taps into people's natural desire for love, power, emotional security, and ego gratification. All these desires are subconscious and marketing can help to lead us them.
The emotions use can be directly employed in specific advertisements or campaigns. Each emotional ad contributes to the brand's emotional marketing strategy; we could say that each of them is a "brick" that creates the emotional structure of the brand.
OBVIOUSLY ALL THESE ARGUMENTS ARE CHANNELLED THROUGH ITS SUPPORT PAR EXCELLENCE AT THE POINT OF SALE: THE DISPLAY STAND
One of the keys to carry out a good POS campaign is to ensure that an emotional connection between the customer and the product.
To achieve this there are different advertising tricks, these are the ones that are used most frequently and also the ones that usually work best with all types of customers based on their representative values.
THE REPRESENTATIVE VALUES
Sometimes, it is not about associating the product with a famous person but with specific values.
A historical and classic example it's of Coca Cola and Pepsi, first has managed to specialize in selling the image of a product with family values while Pepsi has always opted for a more rebellious and youthful image.
L'Oreal break the frame in 1972 with the slogan "Because I'm worth it", which later evolved to "Because you're worth it" with a clear feminist meaning.
For the first time, a brand decided that the important thing was not to announce that its cosmetic products, and therefore not basic necessities, were more or less cheap, but rather that women deserved to buy them. Thus, they beat their immediate competitor who offered a slightly cheaper price on their hair dyes.
Currently, many products are also committed to the values of feminism, on the rise again, or to those of ecology.
They know that if they manage to associate their products with these types of values, they will be able to connect emotionally with a large part of their potential customers.
Traditional and family values are also usually a very clear bet when it comes to associating a product with a certain value as a way of connecting with its public.
THE EMOTIONAL CONNECTION IN THE DISPLAY STAND
When the company achieves an emotional connection with the customers, it should be reflected in the display stand.
Either using the image of the famous person with whom the product has been associated, the phrase for which it has become known or with some representation that alludes to the values the influencer defends.
The display stand has to remind to the potential buyer that the connection has been established so that they feel the emotion again and at the moment they want to buy the item, either because the customer admires the, because they want to make a difference with the rest or because , it simply reflects the kind of values the customer agree with.