Emotion Marketing is a new theory, which will soon capture the attention of all marketers. It is about how a business can use emotion to sell its products or services, to enhance brand loyalty, and to build lifelong customers. The core idea of Emotion Marketing is to create and implement marketing strategies that focus upon engendering passionate feelings within consumers to change their buying behavior from rational buying to emotional buying.
One of the original Emotion Marketing models, The Value StarSM, developed by Hallmark is explored to give a clearer view of this theory. The model has two parts – a rational part and an emotional part, showing that purchasing decisions are based on both rational thinking and emotions. Five factors that drive consumers' purchasing decisions are Money, Product, Equity, Experience, and Energy.
Furthermore, Emotion Marketing Implementation model is proposed. The model is composed of 5 steps.
[...] The characters of the programs should be somewhat like the combinations of three communications; that is propaganda, public relation, advertising and promotion. Application This theory can be used effectively with every type of products, services and companies on every marketing dimension that a marketer would like to promote or communicate. For example, a marketer may use the feeling of nationalism to promote the product by advertising it as Australian-made. By doing this, the firm uses the emotion of nationalism so that consumers will buy the product not because of its attributes but because they want to support the country. [...]
[...] In the old times, it was believed that to successfully market the product, it is necessary to have a right blend of the marketing mix product, price, place and promotion. However, in today's business, just the right marketing mix might not be enough to put the company into market leader's position. This is because the strategies of pricing, promotion and distribution, as well as the product's attributes can be easily duplicated by the competitors. However, if the firm uses emotions to market its product and once it has established the emotional ties with its customers, it will be very difficult for the competitors to take over the place. [...]
[...] Emotion Marketing is the mean to go from short-term satisfaction to long- term loyalty. The concept is very simple - company that is serious about increasing the level of its customer loyalty should consider the importance of demonstrating to their customers that they care about them in satisfying their needs. Conclusion Emotion Marketing is emerging as a new marketing concept, which will soon capture the interests of all marketers. Consumers make purchase with both rational thinking and emotion and often, people make buying decision based on emotion and justify it with rationale. [...]
[...] Energy is the time and effort a customer must take to buy a product or service. Is it easy? accessible? worthwhile? Companies that demonstrate concern about saving people's time and effort to acquire the product strengthen the connection with customers. Implementation After understand what Emotion Marketing is, the implementation model is proposed as follows: 1. Find out distinctive aspect of product, service or company that can create passion to purchase Turn passionate feelings of consumers to be reason to buy. [...]
[...] Bashe, G. (2001). Emotion: The new brand integrator. Pharmaceutical Executive 100. Fawcett, J. (2002). Emotion Marketing: The Hallmark Way of Winning Customers for Life. The Journal of Consumer Marketing 80. Gilmore, F., (1999). Brand Warriors Corporate Leaders Share Their Winning Strategies, Harper Collins Business. Globe, M., (2001). Emotional Branding - The New Paradigm for Connecting Brand to People” Allworth Press. Globe, M. (2001). Making the emotional connection. Brandweek Kandell, J. (2000). CRM, ERM, one-to-one-decoding relationship [...]
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