Grab the Tissues - Emotion Rules
June 09, 2015
This week I get to travel to Davenport, Iowa for the Iowa Association of Business and Industry "Taking Care of Business Conference" where I'll do a presentation of "Five in Twenty-Four - Five things a business can do in 24 hours to refresh their brand message and sell more...stuff."
One of the "Five Things" I'll share is that good creative works. And, creative messages that have an emotional appeal work much better than the campaign that simply offers "the facts".
Whirlpool sells cold, hard metal products. Recently they launched a campaign that warmed the appliances. It's called "Every Day, Care" and features some tear jerking images of people caring for people with the underlying message that we do daily chores because we care for the people we love. Here's an example.
The result? Whirlpool's sales have risen 6.6% in the first six months after the campaign started vs. the year-ago period, four points ahead of the appliance industry. The brand's positive social-media sentiment has risen more than six fold. Purchase intent scores are up 10% from pre-campaign levels, which has translated into a comparable lift in market share.
So, if Whirlpool can warm cold steel appliances and that drives sales what can your business do to appeal to the emotions of the consumer? Think about it because...it works.