When you see an ad with a celebrity like Leonardo DiCaprio holding a watch or an ad with someone showing emotion, such as proposing to their girlfriend on one knee, what is more effective?
New research to be launched in June; shows that
advertisements that align to a specific emotion are more effective than celebrity endorsements.
« Consumers can benefit from matching their emotional experiences to their identity. For example, turning up some angry head banging music on the way to the gym might make you a better athlete, or listening to sad love songs on the way to the soup kitchen might make you a better volunteer. »
→ Over 50% of your Customer Experience is about how a Customer feels and yet this is typically ignored by organizations and this is more evidence of the importance of looking at the emotional experience that your Customers have.
Emotional insights will take center stage.
« The idea that happy customers are more likely to remain loyal, try new products and services, and spread good news about their experiences has started to catch on. »
→ The danger is that organizations spend millions on advertisements that create an expectation with their Customers which is then destroyed when they have the experience with the company. For example, the ad may show happy people in the call center dealing with happy Customers, but then when they actually interact with the call center the experience is poor. Therefore, it’s all about alignment.
Defining the emotions you wish to evoke in advertisements and as part of your general Customer Experience is critical.
Then bringing it to life is even more critical!