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beer stopped being about the beverage a couple decades ago. if you look at it
there really isn't any beer in the ads anymore, hardly at all
In this ad, a husband who has been selfishly out golfing all day comes home
to find his disapproving wife angry at him for missing a treasured family event
This ad is a great example of emotional marketing because it hits upon the
core emotional drivers of men who do not want to be controlled
A smart marketing or branding plan will carefully identify these emotional connections
and strategically placed him within the commercial so that the customer
has an emotional attachment to the commercial
great ad
so why did they do that? What was that all about? why would you do an ad like that
that didn't have any beer in it? Well, the reason why is the core emotional
drivers of that ad
and if you look closely what you see it's all about
men don't want to be controlled by their wives
and what this is about is making men
feel more powerful
and it's a subtle thing, but what happens now is next time you go to buy some beer
Bud just kind of agrees with you and for some reason you grab it off the shelf because
they're matching the emotions that these customers want feel about themselves
so the ideal is to go for what i call the two-fer
which is where your product feature is going to demonstrate an incredible
connection with your audience
let me show you one here with logitech notice how they're demonstrating their product
showing me the new feature, but they're making that connection about family
staying in touch
In this ad a father is talking to his son using a logitech webcam
Instead of focusing on a product feature, the ad instead focuses on a core emotion
Using emotions and motivations instead of product features will boost your marketing
Emotional Marketing hones in on the feelings of your customer for great results
great ad. They demonstrated all the features and you're left with a nice warm feeling
but most importantly how these people want a feel about themselves is that
i'm still in touch with my family they
demonstrated that connection and now you just like them, you really do
so what you got to make sure you do and this is the hardest part for all of us
to do
is to put that corporate agenda
aside
and you've got to quite frankly get over yourself
i know you worked *** that new product feature i know that the
distribution was really tough
but frankly most of the audience does not care about that
and what you've got to do is match their life
show them how they
can be seen in your product