In the first two installments of this series, Jeff Kirk has looked at the power of emotional experiences—both real and perceived. In this, the final installment, he brings it all together with the practical applications:
PRACTICAL APPLICATION Once you subscribe to the notion that emotional experiences are key to selling your goods, you can start to put the idea into practice. No matter what stage you are at in your business, you can use the idea to determine the following:
· The type of product/services to sell: Which items will create the best emotional response?
· How to interact with customers: What kind of emotional interaction will help you create a bond with your customers?
· How to sell your products: What approach can you take to make an advertisement or marketing strategy emotionally rewarding from a customer perspective?
· How to become an industry leader: How can I appeal to a customer’s emotions in a way that the competition has not?
Do not be afraid to think outside the box. Cialis sure wasn’t when it created an ad for its erectile dysfunction medication. The commercial depicts a couple on a beautiful romantic getaway, taking walks on the beach, soaking in the tub and eating by candlelight. Sounds pretty typical, right? Then a disclaimer appears that warns users to alert a physician if the medication causes a situation that lasts longer than four hours.
That little disclaimer catches your attention. In fact, that disclaimer has been used in parody sketches and punch lines. Cialis marketers might have realized that men are intrigued by the thought of lasting that long. That emotional experience is one that sticks with the consumer.
NO SUCH THING AS TOO MUCH Consider that the stronger emotional experience you can create, the more likely a consumer is to spend money. Emotions drive everything we do.
A boxer does not get in the ring because he cannot stop punching people. He does it because he truly enjoys the competition and the amazing feeling that comes with winning. Spectators do not buy a ticket to watch the match simply because they have nothing better to do. They go to the arena because they feel the anger, the excitement and the shock of two people pounding it out.
The same goes for any act of entertainment. Actors may not necessarily enjoy lengthy rehearsals and hours of sitting in the makeup chair, but they do love the feeling they get when the crowd applauds their work. The audience is not enthralled with the lighting but rather they are excited by the emotions they feel when they watch a good story unfold.
As a result of these emotional experiences, ticket sales spike. Prices increase. Memorabilia go on sale and hotel rooms are suddenly pricier. Despite an upward tick in the expense associated with these events, people are still opening their wallets and paying the price.
Why?
Because they are emotionally compelled to do so. They want to feel whatever it is they feel during an event or while using a product. The more engaged they are with what is being sold, the more consumers are willing to spend.
Therefore, do not be afraid to pile on the emotion. Allow people to laugh or to cry when attending your event or viewing your ad in a magazine. Have meaningful interactions with your customers that will create a lasting feeling.
When you appeal to consumers’ emotions, you are reaching them on the deepest level you can. In turn, you will see your sales, your profits and your success increase.
Jeff Kirk serves as chief operating officer for Corporate Magic Inc., a Dallas-based event production and message development company specializing in one-of-a-kind projects.
Known as an innovative marketing strategist with a keen understanding of the role digital content and technology can play in building brand preference, Jeff brings nearly two decades of experience to his leadership role at Corporate Magic. In addition to managing the company’s day-to-day operations, Jeff is in the process of forming strategic alliances and recently spearheaded Corporate Magic’s entry into global markets. In mid-2015, the Dallas-based company will be producing the Salvation Army's 150th International Congress at London's O2 Arena.
Over his nearly 20 year career, his clients have included IBM, Accor, Aflac, Suzuki, JCPenney, Jaguar, Mazda, Land Rover/Range Rover, M&M Mars, Prudential Real Estate, Berkshire Hathaway, Chevrolet, Coca-Cola, Club Corp, Ford New Holland, Dallas Cowboys, GSD&M, Boy Scouts of America, Xango, YMCA, Sherwin-Williams, Uncle Ben's, Southland Corporation, George W. Bush Foundation, Rite Aid, Salvation Army, Ramada, Quaker State, Pizza Hut, Proctor & Gamble, Nike, NCR, Kraft, Kawasaki, Bayer, Campbell's Soup, Coors, Wendy's, FTD, Tournament of Roses and Republican National Convention Host Committee (Tampa 2012).
