In the past few years, we’ve seen a shift in the marketing strategy of many companies. This shift has been towards creating more of an “emotional connection” with their audience. The success of the Emotional Experience Marketing model is indicative of a profound transformation in our market economy. More and more, consumers are no longer buying products, services, lifestyles or information. Instead, they are seeking satisfaction of their emotional desires through the purchase of complete experiences.
Case study: Starbucks.
Starbucks has been very successful in implementing this model, they’ve done away with directly targeting the whole person, but rather their mood. Even though the customer may be the same person demographically, if they are in a different mood they’ll be more inclined to choose a different product. Therefore the target market is essentially the person’s desire or emotional need.
The person uses the coffee product, not as an end in itself, and not as a lifestyle choice “I’m a Starbucks person!”, but as a means of delivering a larger emotional experience (comfort, reward, escape, etc.). The focus is on the experience at the moment of usage. The product is only part of a larger experience. The larger experience may include the store environment, the social occasion, other customers, the time of day and even other products such as books and music.