14 Dec Emotional Marketing takes hold again at Christmas
Christmas has always been a time associated traditionally and culturally with values like togetherness, love and reconciliation. Christmas taps into a sense of goodness that abounds in many of us, because of an emphasis on family and joy promoted during the festive season.
At this time of year, many brands appeal to people’s emotions to design campaigns that enable greater engagement with their target audience. Through emotions, they aim to create a bond with their target audience to influence consumers’ choice of a particular product or brand.
How do they do it? There is no magic formula to win the hearts of the public, but appealing to positive emotions has been shown to increase the effectiveness of any message. This is because it connects the brand with something positive, which the consumer remembers when they make a purchase.
Brands use emotional resources connected with the Christmas spirit every year. In some cases, they become part of the collective memory and turn into authentic and popular icons that last for generations.
The following are examples of current Christmas adverts for commercially renowned brands and past Christmas adverts that had significant impact, staying in people’s minds and giving the respective brands high recognition:
RUAVIEJA CHRISTMAS ADVERT 2018
COKE CHRISTMAS ADVERT 2018
CHRISTMAS LOTTERY ADVERT 2018
COKE CHRISTMAS ADVERT 1993
“EL ALMENDRO” TURRÓN (NOUGAT) ADVERT
If brands want to increase and enhance sales at Christmas, creating an advertising campaign that appeals to consumers’ emotions is only one of many marketing actions they can conduct. Every year, star products appear at Christmas time to capture a large market share. Therefore, brands need to optimise their full range of marketing actions to influence their target audience.
While emotional appeal is a priority, a frequently used and effective marketing action is to create a Christmas ambience. This consists of designing a space where consumers can experience Christmas, through sight, sound and even smell, by using decorations and playing Christmas carols, etcetera.
Another notable marketing action is using social media and email marketing to tell consumers about discounts, announce prize draws and recommend products. This fuels Christmas desire before consumers make the decision to purchase, and it is designed to immerse consumers in the timeworn but effective concept of Christmas spirit, while making brands accessible to fulfil their needs.
Although we might think that the Christmas shopping experience has been done to death from a marketing point of view, creative initiatives are rolled out every year. They have the effect of presenting things innovatively to stimulate potential customers. They could include anything from producing a printed catalogue for an online store or creating exclusive Christmas content and product ranges, to selling Christmas fairy lights for beards or launching a Christmas campaign earlier each year to surprise consumers.
Let’s end by going back to the beginning. Numerous neuromarketing studies have shown that most purchasing decisions are irrational, motivated by a memory connected to emotions. This technique is used successfully by creative marketing executives and professionals all year round, but Christmas time is when emotional marketing really takes hold.