Emotional marketing: The secret to brand loyalty
Let’s get to the point. What does emotional advertising look like?
Emotional marketing taps into the reader’s empathy and compassion, anger, disappointment, desire to love, sadness, and other emotions. These emotions are created and addressed, even if not present before, in order to trigger an emotional response that keeps shoppers returning.
Emotional marketing is effective because it creates connections
Emotional marketing is a way to tap into one emotion and get a response from consumers. People retain strong emotions. They can recall when and why they felt them and tend to make impulsive and frequent decisions based on those feelings.
These emotions are what brands that appeal to make shoppers feel connected and humane. This will increase your loyalty and drive up retention.
A strong, emotion-driven marketing campaign is not enough to create an effective emotional marketing strategy. Brands can also create emotional marketing experiences that will build emotional loyalty and deeper connections with customers.
Cocokind: A lesson in emotional marketing
Conscious skincare brand Cocokind has a mission to make beauty more accessible and affordable for all. Their products are designed to be better for the environment, their customers and their wallets.
These mission-oriented focusses are enough to build an emotional connection with customers. Shoppers are increasingly looking for brands that reflect their values. Yotpo’s 2022 State of Brand Loyalty Survey found that over 84% of global respondents would be more likely to purchase from a brand whose values align to their own. In fact, nearly 90% of global Gen Z respondents base their brand loyalty on their shared values.
Cocokind goes further with their emotional marketing strategy. Cocokind’s loyalty and referrals program, club Kind, allows members to earn points for purchasing products. However, they also receive other benefits that make their customers feel valued, appreciated, and celebrated.
Loyalty members at the highest tier of the program, Matcha, receive more than just multiplied point, free shipping and member discounts. Cocokind provides customers with “random acts” of kindness: they send flowers and cookies, notes, and other gifts just to make them feel special. Members can also be invited to the labs to view how products are made and get access to product launches early.
These unique and thrilling experiences can spark emotion — excitement, anticipation and joy, as well as gratitude. These emotions drive loyalty and keep customers coming back, because they want to experience the positive emotions associated with Cocokind.
Loyalty programs alone are not enough to build emotional loyalty.
These emotional experiences are not only created by Cocokind’s loyalty program. They also launch timely campaigns to promote their brand’s accessibility mission. The limited-time PWYW campaign invites customers to select the price of a few top-selling products.
PWYW offers shoppers the chance to pay for:
- Option 1: This option covers the freight and the cost of product
- Option 2: This option covers the cost of the product, freight and salaries
- Option 3: This option covers everything, from product costs to donations and reinvestments
Cocokind offers shoppers the option of what they want to pay. They recognize that affordability can be subjective so they provide transparency about what the actual prices will cost. Customers feel connected to the brand when they have an idea of how their money is going, especially if it goes towards employee salaries or donations. This makes them feel more like they belong and keeps them returning to shop.
This is emotional marketing at its best.
For some creative and emotion-sparking loyalty experiences, check out these brands.
Brooklinen makes a point donation to charities
To drive engagement between purchases, luxury bedding brand Brooklinen uses their loyalty program, Comfort crew. Brooklinen encourages customers to express emotion and interact with their brand, even though bedding and accessories are often low-frequency items.
Shoppers earn points more often for leaving reviews than they do for earning points. They also earn more points as they progress to higher levels in the loyalty program. These VIP customers can earn more points by leaving reviews. They can also donate these points to Habitat for Humanity NYC. This creates an emotional connection with the brand and encourages shoppers to get involved in the mission.
Follain points for in-store recycling
Follain, a retailer and creator of clean beauty products, is based on empowerment, education, inclusion, and innovative research. Follain, the only clean beauty list with a publicly-facing restricted substance list is open and transparent about each product. This helps build trust and appreciation among customers.
Follain’s Clear Point Rewards program invites shoppers to take part in experiences that earn points. This includes attending events and purchasing refillable Everything Soap. You can also get points for bringing in used containers for recycling in-store. Follain’s commitment to environmental health-based missions resonates with consumers. This keeps them returning again and again because of their shared values.
Reselling of used products with PLAE incentives
To build relationships with their customers, children’s footwear brand PLAE uses multiple emotional marketing strategies. Through their reseller program, Kidizen, the brand engages customers so that as children outgrow their shoes they can find quality products in another child’s closet. This will give you some bonus ROI and loyalty rewards that can be applied to future purchases.
PLAE’s loyalty program PLAE Reward encourages shoppers redeem their points towards a donation. Race4Good is currently supported by the company. It provides shoes and supplies to families in Guphapokhari (Nepal) This mission-driven approach creates an emotional connection between shoppers and encourages them to use their purchases for the greater good.
Polkadog offers customers and their dogs experiential rewards
All-natural dog treats brand Polkadog focuses on high-quality, responsibly-sourced products that are good for our dogs. Shoppers can earn rewards for following their bakeries on social media and signing up for their loyalty program, the Polkadog Family.
Polkadog has a special reward for VIP members at the highest rank. Dog owners and shoppers who are dedicated to Polkadog receive complimentary treats and invitations to the Taste Test Panel at Polkadog — a panel for dogs to test treats and give feedback (in form of tail wags). ).
Girlfriend Collective points are awarded for eco-friendly actions
By posting a photo of yourself wearing Girlfriend products and doing good deeds such as planting trees or participating in beach clean-ups, members can earn 100 points.
Brand loyalty is deeper when emotional marketing is used
If brands take the time to develop an emotional marketing strategy, they can increase their customers’ loyalty. It’s easy to build brand loyalty by offering top-quality experiences, outstanding customer service, and mission-driven connections with brands.