Submitted by Paul Martecchini
May 12, 2020

Emotions play a large role in consumer decisions. But in times of uncertainty – such as this unprecedented period of economic, medical, and safety concerns – emotional connections can be more meaningful than ever.

When brands work to truly connect with their customers, they can increase trust and build loyalty.

Forming a bond depends not only on the right messaging but also on the right delivery medium. Using an engaging platform like TV can be especially effective in reinforcing positive brand/consumer relationships.

The Role of Emotions

Studies show that 90% of human decision-making and 85% of consumer purchases are based on emotion. Emotionally invested consumers are more likely to convert, are less price-sensitive, and exhibit greater brand loyalty.

Compared to a typical “satisfied” customer, those who feel an emotional connection to a brand:

  • Spend twice as much with the brand in a given year
  • Have 306% higher customer lifetime value
  • Stay with the brand 50% longer
  • Are four times more likely to recommend the brand

Cultivating Connections

To foster strong connections, first identify which customers you want to reach.

Then, determine what emotions would work best; the “right” emotional appeal can vary by industry, brand, and current events. Across all business categories, some of the strongest emotional motivators for consumers include:

  • Individuality
  • Confidence in the future
  • Well-being
  • Freedom
  • Thrill
  • Belonging
  • Environmental responsibility
  • Self-improvement
  • Security
  • Success

Next, craft messaging designed to elicit the desired emotional responses. When audiences have heightened concerns about the world around them, advertisers should consider accentuating certain feel-good emotional motivators, such as a general sense of well-being or confidence in the future, even in small ways. Thirty seven percent of viewers prefer to see ads that are warm or happy, and another 33% want to see inspirational content.

To strike the right tone, keep these tips in mind:

  • Recognize that every business is trying to navigate the same challenging situation we are in; stay attuned to shifts and changes.
  • Think about your ad’s message from your audience’s point of view.
  • Demonstrate empathy and deliver reassurance.
  • Consider how your business can improve its relevance in this time of need, and clearly address potential concerns about your business.
  • Anticipate that this crisis – and consumer attitudes – will evolve over time and that you will need to modify and update your creative.

The Power of TV

While planning your advertising, think about which platforms can best help you engage consumers on an emotional level. TV is particularly suited to drive emotional responses. It provides an immersive experience, in which viewers are already receptive to emotional connections with the content they’re viewing. In fact, 58% of consumers say TV is where they’re most likely to find advertising that makes them feel emotional. And the TV ads that generate the greatest emotional responses lead to 23% more sales volume than typical TV ads.

If your business is trying to connect to your audience, or you’re looking to make sure your ad delivers the strongest possible message work with an ad agency with proven TV expertise – like Mnemonic – to create a unique and powerful message tailored to your business.

By developing communications that send the right messages via the right platforms, you can reassure your audience, build trust, and strengthen your brand long-term.



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