We want to share with you a marketing trend that continues to gain ground, and there's no better way to do this than from the perspective of someone who not only talks about it but practices it: Gemma Fillol. Her approach to humanizing brands and creating authentic experiences through emotional marketing shows us that genuine connections between brands and people are key to generating memorable experiences.
Rivalry among companies is on the rise. Products and services are becoming increasingly similar, and businesses must find ways to stand out from the competition. Emotional and Experiential Marketing emerges as one of the most effective strategies to achieve this goal, but what does it involve and how can it be implemented in a brand?
Gemma Fillol, an expert in emotional and experiential marketing, introduced us to the benefits of this marketing approach and encouraged us to captivate and win over our customers through practical and applicable concepts and ideas.
What is emotional marketing?
Emotional marketing, in general terms, refers to all those communication strategies aimed at establishing an emotional connection between the brand and the consumer. According to Gemma, emotional marketing is that marketing which is felt, which moves, which impacts, which connects with you.
"Emotional marketing is that marketing which is not seen but is felt."
How does the consumer's brain work?
According to research, up to 95% of purchasing decisions are influenced by emotions, even though we often believe there is a logical justification behind them.
We are constantly exposed to a variety of stimuli: images, colors, sounds, energy, words. Our brain has the ability to associate these stimuli with specific concepts in less than 7 seconds. If we apply this to marketing, we can conclude that a user can form their first impression of your brand in just 7 seconds as well. This is where Gemma places special emphasis and shares her mantra with us: If you don’t evoke emotion, you don’t exist.
Differentiation is emotion. Finding your essence and what makes you unique is what will set you apart and make you memorable.
The 3 Pillars of Emotional Marketing
1. The brand
A brand is much more than a logo. It is a way of life. In fact, what consumers are buying is no longer just products or services; they are buying values and identifying with those values.
Therefore, it is essential to question what those values are and define them clearly. We must also ask ourselves what we are doing to convey those values and consider which channels or formats we are using to ensure they reach our users.
2. Marketing, pure and simple
Gemma leans towards marketing connected to pleasure versus marketing connected to pain. Why? Because selling scares people.
If the user detects that you are trying to sell to them, they will run away. They get scared and put up a barrier.
If we care about our customers and our brand, we must stop “causing harm” and instead seek to generate other emotions that can work very well.
An ideal emotion to work with is curiosity. And curiosity involves the entire internal process that I don't see from a brand:
The creative process
The environment
The family
If we manage to get the customer hooked and engaged with my story through this emotion, I will be achieving that much-desired goal for many of us in marketing: engagement.
Good marketing should not hurt; it should inspire.
3. Experiencies
Experiences are stimuli for the senses, and brands that create experiences know that by doing so, they build much stronger bonds that connect with their audience.
How can we introduce experiences into a marketing strategy to connect with our audience? We can go deeper and ask ourselves: At what level of the product pyramid do we place this experience? Is it something exclusive, something mass-oriented, to raise awareness, or for networking?
And experiences evoke emotion. It is very difficult for someone not to feel moved in a "face-to-face" experience.
The greatness of a brand is measured by how it makes you feel when you interact with it, not by its size. It is the emotion, the authenticity, and what makes us unique and genuine that will set us apart.
Tips for Differentiating Your Business with Emotional Marketing
In order to honor "good marketing," we share some tips and practices of Emotional Marketing to help differentiate yourself:
Find and define your 3 brand values.
Infuse your communications with those values that set you apart.
Invest in what isn’t seen, but felt, and work magic with your campaigns.
Don’t do the same thing. Make a difference and be genuine.
Inspire.
Evoke emotion.
Comments