BRAND DEPLOYMENT

BS101: Strike a Chord

Feel like you’re really getting on board with our ideas and insight for your future campaigns? Brilliant. We’re just sorry we can’t Make it Personal in the case of this series (which is of course open to everybody). Remember that we can still Make it Simple, though!

 

Next up?

Strike A Chord

 

People are emotional. Even if they hide those emotions well or express them differently to how we might expect, everybody has them, and everybody has the propensity to be guided by them. This is especially the case when it comes to investing time and money.

 

Emotion is always more powerful than reason, so when creating your campaigns (especially those set around key events, holidays and celebrations), you don’t just want your shoppers to see you and for customers to catch sight of you. You need to get them to feel something (so to speak).

 

All buying decisions are based on a mix of rational and emotional factors, but it’s the emotional triggers that strike the chords that we’re aiming for, in drawing customers to us and giving them that final nudge in the decision making (and buying) process. We can do this through telling a story or portraying characters, and can even be more subtle than that in using devices to trigger emotions and memories – such as music or imagery.

 

Focus on:

  • ‘Emotional over rational’ in attempts to persuade the customer
  • Involving the customer within your storytelling as an immersive technique
  • Attracting the people most likely to have the final say in the decision-making process

 

We’re all emotional - let’s not deny it. When it comes to driving conversion in-store or online, drawing on emotion can be a much more powerful - yet simple - persuasion technique than any rational message, so go with your heart on this one.

 

Download our top 5 insights here or contact joe.ward@communsisis.com or matt.mepham@communisis.com for more info on how the world of behavioural science could help you!

 


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