Marketing a mood: Emotions typically trigger a customer’s preference for a product or service

There is always an emotional connection to what we wear, eat or see. It can be a simple gift from our loved one or, sometimes, a fashion statement inspired by our favorite icons.

Who else would have thought that a small street-style crossbody bag under $100 would become a wardrobe staple and turn heads among many celebrities in 2021? From English model and actress Rosie Huntington-Whiteley, best known for her work for lingerie retailer Victoria’s Secret, to Danish fashionista Pernille Teisbaek, actress Megan Fox and models Gigi Hadid, Hailee Bieber and Emily Ratajkowski, many popular personalities have been spotted with the JW Bag PEI Gabbi made from vegan leather and sourced from recycled plastic.

The reason the humble handbag with scrunchie-style straps took off is its distinct ’90s minimalist vibe with very photogenic functionality and color palette. Most importantly, it’s a fun and stylish mood bag, just like a croissant with chocolate and a bit of attitude.

When it comes to buying or selling a product, emotions are often the basis for triggering its perception, establishing a connection with the user or influencing its purchasing decisions. Whether it’s diet, dressing or lifestyle, a product becomes an “influencer” when promoted as a mood booster, especially if the brand has also an emotional connection.

A happy family in a Coca-Cola advertisement or winning moments at a cricket match in a Cadbury’s advertisement can easily connect with the consumer. A life insurance marketing campaign to secure a family’s future can be a nice take on a relationship or the death of Apple CEO Steve Jobs can make millions stand outside Apple stores to pay tribute to the tech visionary. Nike shoes as part of its “Just Do It” campaign spark cultural leadership. An emotional connection resonates with the strong, independent woman at Gucci or exploring the world with a Louis Vuitton suitcase.

Emotional factors inspire brand loyalty, according to a Deloitte study titled “Exploring the Value of Emotion-Based Engagement: The Dynamics of Customer Loyalty,” published in May 2019. “Emotional connection requires developing two-way relationships between brands and customers that reflect the human of relationships. Knowing what data can be used (and when) is critical to building and maintaining trust with customers. Customers also expect a consistent and contextually appropriate brands in all interactions,” the study notes.

The pandemic effect
In a time when people are spending more time dwelling on the negative, daily grooming rituals can be a way to feel better, experts say. The simple act of brushing your hair or applying gel can help you feel better. Getting dressed early in the morning can increase your motivation to do more things during the day. “If you dress in formal wear while working from home, it will help you shift into work mode and improve your productivity,” says Mumbai-based clinical psychologist Tithi Haria.

This is why “mood marketing” or the use of emotional content in marketing has become dominant during the pandemic. “Mood marketing is all the more crucial now, but an interesting fact is that people are no longer into conventional sales-oriented marketing methods. It has to last longer in people’s memory than an advertisement boosted on Instagram or a billboard,” says Anuja Deora Sanctis, Founder and CEO of Filter Coffee Co, (FCC), an integrated digital agency working with brands including Nykaa, L’Occitane, Bioré, Yakult, Protinex, Kiehl’s, Belief, L’Oréal, Starbucks, Nature’s Basket and Forest Essentials, among others.

One such campaign that really resonated with audiences was in association with French beauty brand, L’Occitane En Provence, shares Sanctis. A post-Covid healing series called #SelfcareSunday was developed, in which FCC collaborated with experts and lifestyle influencers to give the public something to admire during the pandemic, something related to skincare, to hair care, hygiene, DIY at home, holistic healing and so much more to keep them engaged and connected.

Social media and technology are the main enablers of mood marketing. We tend to believe what we see. If we look at color code marketing and the impact of colors on brand perception, a good example will be instant messaging app and Snapchat service. The bright yellow color scheme combined with a quirky interface captured the imagination of youngsters and made it an overnight sensation. On the other hand, social networking platform Instagram revisited its brand colors when it realized it was no longer a photo app and had become a community representing a new breed of people. influencers and content creators.

“Colors make or break brands and are too important to leave to chance. It’s a blend of scientific approach to color psychology fused with Lean experiments to validate how customers respond to brand choices like colors. The rise of digital makes the decision even more complex when color choices must meet a comfortable and accessible digital experience on screens while looking distinct,” says Robin Dhanwani, founder of Parallel, a design and development studio. product innovation. based in Bangalore.

Consumers also understand the importance of a balanced approach to their physical and mental health and that it is difficult to achieve one without the other. The food industry is experiencing a rapid growth in products claiming mood-boosting properties. There is constant new research on the relationship between nutrition and mental health. Yet his emotions can be influenced by many factors such as stress, lack of sleep, environment, genetics, mood swings and nutritional deficiencies, among others.

Some brands are now offering “mood diets” specifically designed to take the stress out of the pandemic. For example, the menu at Marriott hotels includes banana nut cake, pan-fried salmon, fatty seasonal fish steaks with tomato basil, dark chocolate mousse, granola parfait, and more.

The idea is to have a long-term mood-boosting food for a long-term impact on his mood. “The Mediterranean diet, for example, contains good quality oily fish, extra virgin olive oil, nuts, fruits, etc. If included in the diet, it gradually benefits the body and one begins to develop a taste for it. This will help improve your mood and overall sense of well-being,” says Himanshu Taneja, Culinary Director, South Asia, Marriott International.

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About William G.

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