Have you ever watched an advertisement that made you think, “Your Right! I do deserve it!”? The advertising actually hit an emotion for you, and made you think about how it applied to you personally. Well, this week I saw an ad on Facebook for McDonalds that would resonate with most of Corporate America. Does this stir up any emotion for you?
Working with professionals across various industries, I often hear colleagues share with each other how overloaded their day is with meetings. And, when working with global companies, it is common to receive meeting invitations during typical lunch hours. It’s hard to avoid when organizing meetings that cover so many time zones. However, what really makes it painful isn’t the meeting itself. It is when the meeting seems unproductive or irrelevant to the attendee, leaving them thankless and lunchless.
Here are some tips on emotional advertising from the McDonalds ad you may want to apply to your campaign strategies:
- Be sure your message is very relevant and relatable to a large population
- Create a trigger for the “vice” emotion, which tempts viewers to deviate from their usual code of conduct
- Provide a direct call to action. Example in video: We will stop <this> and do <this>
- Makes viewers feel like they are part of larger group that will come together to make something happen.
As you build your campaign strategy, these elements are core to tapping into emotion and drive response. If you are reading this during your lunch hour, stop being chicken and start eating chicken.
-Kim
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