Where we want to be when we leave your store.
It is no secret that emotional advertising has more impact than a rational sell. There is a vast amount of psychology research around emotional advertising and branding. For a digital signage network existing in environments of extreme noise and stimuli (subways, retail, etc.), emotion is a crucial component of storytelling when the message must be completely visual.
Research suggests that emotional messaging is more likely to generate a return, even in a market downturn. In their article from Ad Age, Why Emotional Messages Beat Rational Ones, Hamish Pringle and Peter Field gathered case studies over the course of recessions and market swings.
“What the data show us is that emotional campaigns are almost twice as likely to generate large profit gains than rational ones, with campaigns that use facts as well as emotions in equal measure fall somewhere between the two. It turns out that emotional campaigns in general generate a wider range of desirable business effects, each of which plays its part in improving profitability. But they excel in one noteworthy area: reducing price sensitivity…”
Emotion is fundamental to aspiration, the hope to achieve something with a purchase. In almost every case, that aspiration is positive.
There is a mixture of emotions that a retailer must combine to create effective engagement with customers who use the screens to navigate through the path to purchase. The emotion of the product, the category, the store, and the external broadcast advertising must work in tandem to attract a customer’s desire to purchase a product, and this mixture must support the customer’s aspiration. The more a message feels like it was meant for the customer, the stronger the customer engagement will be with both the retailer and the product.
