Brands must harness the power of emotions to develop relationships with people. This can be achieved by identifying the emotions you want your brand to evoke – the Emotional Right Space – and developing messaging that taps into those emotions.
Emotional Right Space Brand Examples — Let’s take a look at an impactful brand . . . Apple. This brand understands the power of emotions and uses them to develop long-term relationships with people.
Apple has identified its Emotional Right Space . . . the core emotions the brand wants every customer to feel across all touch points. The four emotions that Apple aims to tap into are: (1) Delight; (2) Surprise; (3) Connection; and (4) Love.
Disney identified one emotion in its Emotional Right Space . . . Happiness. Whether visiting their amusement parks; watching their movies and TV shows; shopping at their stores or staying in one of their hotels, Disney wants you to feel happiness!
Nike aims to tap into the emotions of (1) Confidence and (2) Inspiration. You can feel this in all of their communications.
Tip to Identify Your Brand’s Emotional Right Space — Which emotions do you want people to feel when they visit your website, see/hear your advertising, view your videos and interact on social media?
Here’s a tip . . . don’t identify more than four. When people feel more than four emotions, they’re overwhelmed and might tune you out.
Top 20 Positive Feelings and Emotions — To help you identify your brand’s Emotional Right Space, here is a list of the top 20 positive emotions (presented in no particular order). When people feel these emotions from your brand, they’ll share your brand’s messages.
4 Questions You Must Ask Yourself — After you’ve identified your brand’s Emotional Right Space, use it as a guide. Ask yourself these 4 questions. If you answer “sometimes” or “no,” to any of these questions, it’s time to readjust your marketing communications.
Do our communications across all media tap into those emotions?
Are my salespeople and customer service representative addressing these emotions?
Are we sharing stories in our content that evoke these emotions?
Is our social media presence sharing these emotions?
Boomers account for $230 billion in sales of consumer packaged goods and account for 70% of the nation’s disposable income. Your brand needs to engage this generation to be successful, but as Bob Dylan sang . . . “The times, they are a’changin’.”
How can your brand engage Boomers? By understanding the values and behaviors that motivate their decision-making and aligning them with the digital age. Fran Lytle, a Behaviorist, Brand Strategist and Co-founder of Brand Champs shares tips to help brands engage Baby Boomers in this Architect of Change radio interview.
There are 83.1 million Millennials in the country and they’re responsible for $1.3 trillion in consumer spending. But, 84% indicate they don’t like or trust traditional advertising. Want to know how to engage them? Listen to this Architect of Change radio show. Connie Whitman interviewed Fran Lytle, our Co-founder. Fran offers tips for brands to succeed with Millennials.
Why Your Brand Needs Millennials — Millennials now outnumber Baby Boomers! According to the latest Census estimates reported in June, there are now 83.1 million Millennials in the country, compared to 75.4 million Boomers. Millennials now represent $1.3 trillion in consumer spending and they’ll account for one-third of the U.S. population by 2020.
Based upon Millennials’ influence and spending power, your brand needs to engage them to be successful. But, you’ll have to kick traditional advertising to the curb because 84% indicate they don’t like or trust traditional advertising. Your brand needs to be where they are, in-person and online, and show you understand their values.
Millennial Values — This generation has a unique set of values . . . Realness & transparency; creativity & self-expression; civic-mindedness, positivity & fun. To develop relationships with Millennials, your brand needs to incorporate these values into all touchpoints . . . including experiences.
Millennials Are Seeking Experiences — For Millennials, happiness isn’t as focused on possessions as it was for previous generations. Living a meaningful, happy life is about creating, sharing and capturing memories earned through experiences. Millennials highly value experiences and are increasingly spending more time and more money on them.
Nearly 8 in 10 Millennials indicate that some of their best memories are from an event or live experience they attended or participated in. Sixty-nine percent believe attending live events and experiences make them more connected to other people, the community and the world.
In-store Experiences Engage — Stores are attempting to create in-store experiences that will engage Millennials . . . and, Sephora is one that’s doing it right.
Sephora knows that shopping for makeup can be a hassle. A woman has to browse the store for what she hopes will look good on her. When she thinks she’s found what she’s looking for, she’ll use the tester to try it on. If it doesn’t look as good as imagined, she moves onto other products. But, to try on the new product, she has to take off the makeup that’s already on. After each tester choice, she has to remove the product to try out the next, which is time consuming. And, let’s face it . . . frustrating.
To save time, she can just buy the makeup without trying it on. But if she isn’t satisfied with how the makeup looks, there’s nothing she can do . . . except throw it in the “rejected makeup drawer.” Admit it ladies, we all have one!
Sephora is addressing this unsatisfying shopping experience by using technology to engage Millennials. Last summer, they launched a mirror that simulates makeup on a shopper’s face by tracking her movements and “applying” eye shadow through the mirror’s camera. Customers can try out various colors by tapping the color on the screen to see how it looks on them from all angles by turning their faces.
Although the mirror can be used by all customers, it’s particularly appealing to Millennials because it helps them make purchase decisions using technology.
Sharing Experiences On Social Media — Millennials not only enjoy experiences . . . they enjoying sharing them on social media! Tweeting and posting from events and in-store experiences is a natural behavior for this generation because they want to share with friends and family.
Taco Bell created an experience specifically to tap into this generation’s social media influence. For the launch of its breakfast menu, the brand gave prepaid burner phones to a group of 1,000 Millennials who received secret missions to accomplish via Instagram and Twitter. The chance to be one of the 1,000 and participate in something innovative and fun resulted in over 16,000 tweets about the campaign in just 10 days!
Co-create Experiences with Millennials — They want to co-create experiences, products and services with brands. It’s important to involve them in experience and product development. But, Millennials want to be included in the decision-making process beyond focus groups or social media. The best way to accomplish this is to have conversations with them.
How To Create Experiences That Engage Millennials — Weave compelling experiences into your brand strategy. When creating experiences for Millennials, tap into their values of realness and transparency; creativity and self-expression; civic-mindedness and fun. When you do, this generation will be more likely to want a relationship with your brand.
Get together with your brand team, invite some Millennials and begin ideating how to create engaging experiences. Toss away the old way of thinking that experiences should be category-specific. Think about events that appeal to Millennials. That’s how you’ll engage them!
Your Brand Needs Moms – Moms are powerful consumers responsible for $2.5 trillion in annual U.S. spending. And, the mom market is continually self-renewing. According to eMarketer, approximately 4 million babies are born in the U.S. each year . . . 40% are to first-time mothers.
Moms Want Brands To Understand – Yet, only 20% of moms feel advertisers are doing a good job connecting with them. Another 70% indicate marketers aren’t focused on moms in their advertising and 30% report seeing ads that offend them.
Moms Want To Be “Connected With” . . . Not “Sold To” –So, it’s no surprise that a recent study, conducted by ContentPlus, indicates 70% of moms prefer to get to know a company or brand through original articles rather than ads. And, according to the Custom Content Council, 61% of moms indicate they feel better about a company or brand that offers relevant content . . . and, are more likely to purchase from them!
Embrace Behavioral Insights To “Connect With” Moms — You’ve probably noticed a lot of advice being bantered around about how to develop engaging content. However, to engage women and moms, your brand needs to embrace behavioral science.
5 Behavioral Tips To Engage Moms
By embracing female gender-specific behavior, your brand will pre-cognitively engage moms. This list of 5 tips are “must haves” to develop a motivating and engaging content marketing program for moms.
1. People First. Tap into moms’ orientation toward people as the most important aspect of their lives. Let moms see, hear and read stories about people and situations from people she’d like to have relationships with.
2. Help Others. Moms want to help other people. If your brand shows her you help others, she’ll bond with you and tell her friends. Make it real. Make it honest. Don’t do it just for publicity . . . she’ll sense phoniness, (women’s intuition), and walk away from your brand.
According to a Cone Cause Evolution study, 92% of moms want to buy a product or use a service supporting a cause and 93% are likely to switch brands to support a cause they care about.
3. Respect Her. Moms want your brand to listen to them and respond to what they’re saying. Remember when you were younger and your mom told you to respect other people? Well, today’s moms are demanding that brands respect them. Respect moms by understanding them and their needs.
This can only be accomplished by listening to moms! Conduct research and listen to their conversations on social media to hear what moms are talking about.
4. The “Girlfriend Factor.” Moms enjoy being with other moms – their girlfriends. It keeps them healthy, happy and sane. Did you know that when women are faced with a stressful situation, they don’t experience the same “fight or flight” behavior as men? Women will huddle with girlfriends, which biologically decreases stress levels.
5. Make Her Laugh. Doctors agree that laughter can reduce stress, lower blood pressure and even help improve memory. Funny videos account for some of the most watched videos on YouTube. Parenting comedy has risen in popularity with countless blogs, videos, books and TV shows all aiming to provide some humor on the subject.
Moms, in particular, are stressed and at times feel overwhelmed about their role as a parent. Use laughter to connect with mom and give her a quick break in her day.
Here are a few tips for taking the comedic plunge . . .
Know your brand — Is your brand all about making mom’s life easier? Or, maybe your products allow her to make healthier choices for her family? Bringing out the humor in everyday situations is a great way to connect with mom. Know your audience to make it meaningful, and keep on par with your brand to stay relevant.
Provide support — Comedy helps a mom realize she’s not alone out there and it’s OK to make mistakes. Motherhood is a journey with never ending lessons along the way.
Keep it tasteful — Don’t go overboard with anything too extreme or raunchy – you don’t want to risk alienating moms over a joke gone wrong.
Mom, Mom, Watch This! All moms have heard their kids shout this phrase repeatedly when they’re trying to get mom’s attention. If your brand yells, “Mom, mom, watch this!” it will alienate moms. Instead, get mom’s attention by embracing these 5 behavioral content marketing tips.
Fran Lytle is a behaviorist, brand strategist, author & co-founder of Brand Champs. Fran develops brand strategy, emotional brand storytelling, content marketing & social media programs that engage people by applying psychology & human and gender-specific behavior. She specializes in developing & implementing marketing-to-women programs. Contact her at email@example.com with Fran on LinkedIn, Google+ andTwitter.
Which segment in the U.S. has $2.5 trillion annual purchasing power? Moms–all 85 million of them! But, engaging moms is becoming more difficult since they’re time-starved and often too busy for traditional print and broadcast media. Plus, moms consider many brand ads irrelevant to their lives because they want to be “connected with,” not “sold to.” How can your brand connect with moms? Before we address that question, let’s reflect on several insights to inspire your thinking. How Moms Make Brand Decisions According to a recent PunchTab study . . .
66% of Moms view social networks as a source of information
65% of Moms learn about a product or service through social media
64% of Moms read online reviews before making a purchase
56% follow up on product recommendations read on social sites to learn more
How Moms Feel about Brands
73% feel advertisers don’t understand them
60% feel marketers are ignoring their needs
62% would purchase a product if it “added value to my life”
Moms & Social Media OK . . . based upon how moms make brand decisions and how they feel about brands, the logical conclusion is that brands marketing to moms need to have a presence on social media. However, the type of presence you have will either lead to organic sharing and big traffic or being shunned by moms. Here are 3 tips that will help achieve the former and avoid the latter.
Social media is a conversation. Moms have conversations to (a) Share information; (b) Develop connections; and (c) Nurture relationships. To connect with and engage moms, interact with them on social media. If your brand is only posting brand-generated content and not relating to moms’ lives, they’ll tune you out. Motivate discussions by asking questions and joining conversations. Most importantly, listen! Because of the way women’s brains are wired, they have a keen sense for identifying insincerity.
Social media is not advertising! Women – including moms – make decisions differently than men. When faced with making a decision, a man will take in information and make a decision. This is referred to as “linear decision-making.” Women, on the other hand, will take in information, consider a decision, but then circle back to validate that consideration. This is “circular decision-making.” She’s validating through social media . . . listening to other moms’ opinions about your brand and checking out if you have a mom-friendly community.
Encourage moms to create and post photos. Because of biological and brain wiring differences between men and women, genders see things differently. Without boring you by sharing the minute details, here’s the point . . . women look at images and create a story. When your social media relies entirely on brand-generated images, you’re missing the opportunity to have moms share stories about your brand with other moms. Ask moms to post pictures of how and why your brand is a part of her life. Conduct photo contests. Once a month, turn your Facebook, Pinterest , Tumblr and Instagram pages over to your mom fans.
Most importantly, in all of your marketing-to-moms efforts, think about her Highest Personal Value of establishing and nurturing relationships. Then, show her how your brand can address this motivational driver.
Fran Lytle is a behaviorist, brand strategist, author & co-founder of Brand Champs. Fran develops brand strategy, emotional brand storytelling, content marketing & social media programs that engage people by applying psychology & human and gender-specific behavior. She specializes in developing & implementing marketing-to-women programs. Contact her at firstname.lastname@example.org connect with Fran on LinkedIn, Google+ andTwitter.