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How can Business Gain from Emotions
By siliconindia
Fremont: Today there are several companies trying to boost their sales and brand value through emotional interaction with their existing and perspective customers. And this is no wrong. Companies like Dove who brought forward the campaign of "Real Women, Real Beauty", henceforth trying to trigger an emotional attachment with their customers.
Dove is not the single player in the field playing with the emotions of customers to increase their share of pie in their sector. These companies are trying to understand, measure and analyze human emotions, the basic being happiness, interest, surprise, contempt, disgust, anxiety, shame, fear, anger, distress and sadness. They are using these expressions to define the emotions that the customers have towards their brand.
With traditional marketing research failing to predict the future of the product or brand, companies are using emogram to define it. Emogram, a computer-based software program, uses non-linear systems theory to analyze the 11 basic emotions, their interactions and track the dynamic changes in emotions over time. How an individual responds to a new product can reveal much about its emotional utility and for a startup firm, knowing the emotional reaction to a new product is invaluable in terms of time and money constraints that they have at their hand.
Copywriters are also not on the back stage. Companies are using creative writings and compelling descriptions to make consumers think that they cannot survive without the product. Copywriters use a wealth of adjectives and descriptive phrases to personalize a product and give a meaning to it for every individual. The words are such that anyone and everyone can create a link between themselves and product. They use descriptors to appeal to the five senses of the consumers; senses of smell, touch, taste, sight and sound.
Even sales persons are trying to create an emotional boost between their product or service and the consumer to make a quick sale. Initially they try to figure out if the sale is going to be an impulse sale where in people are going to spend more, will the bottom line benefit from your product create feelings in your customer like safety, pride, achievement, progress and others; or do the sale of their product needs a more logical terms to make buying decisions by the customers.
Several companies sell products and services that can be sold using emotional sales motivators and later consolidate it by logical persuasion. This is because buyers usually agree to a sale due to emotions and feelings and later justifies themselves with logic.
Due to these reasons, today we can see several companies trying to irrigate the emotional aspect of the consumers and keep on increasing their crop of success.