Marketing to Emotions

Marketing to emotions of potential clients means making an emotional connection with the target audience. This is important for driving sales and making a mark as an event planner. Humans are much less rational decision makers than we’d like to believe. By offering an experience that a client can connect to on an emotional level, you’ll create buzz worthy events and establish client loyalty.

Influential Emotions

Key emotions that factor into buying decisions as listed by author and business expert, Geoffrey James are greed, fear, altruism, envy, pride, and shame. Marketing to emotions of your guests requires a strong knowledge of who they are and what motivates them. Research your audience and discover what their motivations for purchasing decisions really are. Are they looking to be rewarded for buying, afraid of missing out, or trying to help someone out with their purchasing decision? Once you know what feelings to tailor your message to, marketing to emotions will be that much simpler.

Are You Experienced?

To make an emotion connection with your audience, make sure you are promoting an experience instead of an event. Product branding is becoming more and more focused on creating emotional connections with audiences; encouraging clients to identify with the brand as part of a certain lifestyle. The product needs to be functional, but the marketing focus is on the types of people who use it. The same applies to events; it has to be worthwhile, but marketing to emotions involves the audience identifying as the kind of person that your event is for (or the desire to be that kind of person). Branding your events is about creating a Lovemark. A term popularized in marketing by Kevin Roberts (of Saatchi & Saatchi advertising firm) involves brand loyalty beyond reason because the audience has an emotional connection to the brand as part of their identity.

Marketing to emotions is highly influential for driving ticket sales. Focusing on why your audience should attend your event, rather than what it is, can create a strong emotional impact.  How do you create buzz around your events? Leave a comment, we want to hear from you!


By Kailey Lewis

Related Posts
Corporate EventsEarth Day 2016