This statement by Scott Bedbury, the founder of Nike and Starbucks, made me think about the power of emotion on the consumer, that is, on each of us.
Are we really now on the threshold of an era of development, when we are ruled by instincts that seemed to remain in primitive society?
How to make your brand enter into every person’s life and stay there for a long time?
The main human mental activity (more than 90%), including emotions, occurs in the subconscious area, which our consciousness cannot control. And today, in the context of rapid technological development, it has become much easier to penetrate the subconscious of people and influence their behavior. So, how is this used in marketing now?
Brand = daily habit
To provide real value to a customer, a brand must be needed on a daily basis, in other words, it must become a habit.
The Nasha Ryaba brand belongs to the category of habit-forming products. In essence, its goal is to gain a leading position in the market.
“Taking care of the chicken, we take care of you” – this is the main slogan of the TM. Every time it reminds us that when we buy products “Nasha Ryaba”, we not only get a quality product, but also feel constant care for us and our family. And you must agree that such an attitude, sooner or later, captivates.
Rituals Coalitions and Reality
The habit of squeezing a lime into the neck of a bottle of taiwan telegram data Corona beer or eating the middle of an Oreo first – where does it come from? It turns out that these are all examples. Of unconscious. Brand rituals of imitation , which are facilitated by the imitative. Reflexes of our mirror neurons. Mirror neurons are special cells in the. Cerebral cortex, discovered by. The italian neurophysiologist .giacomo rizzolatti in the 1990s in monkeys. And then found in humans. They work not only. During the direct execution of some action, but also when we see (think) how others. Do the same. In other words, they allow us to. “try on” the behavior of another. Person and thus understand it.
It was this human trait that Burger King used to show America how much people loved its Whoppers when it launched the “Whopper Sacrifice” campaign. Anyone who deleted ten friends on Facebook would receive a Whopper as a gift. In just one week, people sacrificed 200,000 friends and 35 million free ads challenged Facebook, but Burger King was eventually forced to pull this short-lived but powerful demonstration of the appeal of social exclusion.
The power of mirror neurons was demonstrated on hubspot inbound marketing course the big screen in horror films like Paranormal Activity.
The directors used a paradoxical method
and were able to increase viewer engagement and revenue while reducing costs.
The use of amateur cameras and black and white images made the film believable, like a documentary.
Interestingly, only $15,000 was spent on filming Paranormal Activity, but the box office receipts worldwide amounted to $194 million – and this was with rather modest advertising.
The success of Paranormal Activity was largely due to online buzz and word of mouth. “Everyone on social media sites is talking about how creepy this movie is,” wrote Hollywood.com columnist Paul Dergarabedian. “That doesn’t happen every day. It’s like catching lightning in a bottle. There was no big, giant marketing campaign for this movie. It was spread the old-fashioned way, by word of mouth. When you use human truths, as these movies did, people do the marketing for you.
Coming out
Who said you can’t go out into the real world and break the mold every now and then?
A prime example of this approach was a Toronto Porsche dealer who toured the city’s wealthiest neighborhoods in a gleaming white 911 sports car, carrying a digital camera and portable printer. Photographing the brand-new car in the driveways of luxury homes, the dealer printed out customized ads and dropped them into mailboxes. The campaign featured the enticing tagline, “It’s Closer Than You Think.” The response rate was astounding: 32 percent. That means nearly a third of potential buyers called to schedule a test drive, well above the response rate considered successful with traditional direct mail.
I think if such powerful tools as Instagram, Twitter and hashtags were added to all this, the campaign could have become one of the largest in the history of the automotive business.
But who is stopping you from creating something data on more brilliant? Perhaps you yourself will soon discover your own method of emotional influence, who knows…
In conclusion, I would like to wish you a “golden mean” in communicating with clients. No matter how much you want to carry out cunning manipulations with clients’ emotions, you should not forget that nothing disposes as sincerity and care.