Integrated Digital Strategies - Your Franchise Marketing Agency

Make a Connection with Your Buyer: The Power of Emotion

Eric Goudreau | December 19, 2019 |
Reading Time: 2 minutes

Companies are always looking for new and effective ways to optimize their marketing strategies and better understand the buyer’s mentality. There are incredible benefits to analyzing the emotional state of consumers — and the processes they go through when making a purchase — and Integrated Digital Strategies has relied on sophisticated inbound marketing techniques to help a long list of franchise businesses reach their customers on an emotional level. See why we believe, based on our years of experience in the industry, that staying in touch with your consumers' emotions is a vital aspect of inbound marketing for franchise businesses. 

What is Emotional Marketing?

Some of the best examples of emotional marketing are the commercials we see on television during the Super Bowl. The day after the big game, non-stop discussion almost always follows about which ones stood out, and long-winded debates and even internet polls on the subject pop up to gauge sentiments and opinions. Invariably, the commercials that get the most buzz are the ones that make people laugh or cry, or that contain political or pop-culture references. These ads connect emotionally with the viewer and make the commercial memorable, thereby helping the brand name and message stand out. 

Psychology of the Buyer 

The power of emotional advertising is borne out by numerous studies. In one study that examined the percentage of profit gains between emotional and rational advertisements, psychological marketing strategies outperformed rational by nearly double. These aren’t the only statistics that are convincing many larger corporations to pivot their marketing strategies:

  • When individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company
  • These people are 7.1 times more likely to purchase more and 6.6 times more likely to forgive a company’s mistake
  • A study in 2016 revealed that ads with an above-average emotional response from consumers caused a 23% increase in sales compared to average advertisements

How Does IDS Utilize These Strategies?

Through a careful and thoughtful process, IDS helps franchisors by developing personas of their ideal franchisees, their best customers who they'd like to target. We then create relevant and rich content directed at those exact buyers. Whether it be the corporate employee who's tired of the rat race, or the fresh-out-of-college entrepreneur, IDS crafts content that's designed to reach a franchisor's target audience, making sure to touch on the things that matter most to them. Appealing to a buyer's emotions could be the difference between committing to a brand and moving on, which is why we make it such a priority.

Do you want to learn more about how IDS can improve or create your inbound marketing strategy? Contact us today.

About the Author

Eric Goudreau

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