Tapping Into the Heart of Emotional Marketing

Use marketing to ignite different emotions.

“Advertising is based on one thing – happiness,” Don Draper, a fictional advertising executive from the critically-acclaimed TV series “Mad Men,” said. “And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is OK. You are OK.”

In October 2015, the $2.8 billion Tech Credit Union in San Jose, Calif., launched its “Bank Happily Ever After” campaign that won numerous marketing industry accolades. But more importantly, it increased the credit union’s brand awareness, which led to record membership and new account activity, according to the cooperative’s advertising agency. Indeed, Tech CU’s Call Reports showed its emotional marketing campaign contributed, in part, to the cooperative’s growth in membership from 74,516 in 2015 to 79,688 in 2016, while loans increased from 16,810 totaling $1.3 billion in December 2015 to 22,371 totaling $1.5 billion by the end of 2016.