Madison Avenue advertising firms do it. Mainstream marketers do it. Political campaigns do it. They all piggy-back on the emotional anchoring created by famous singers, actors, and sports figures. It’s a marketing strategy with a proven track-record. People bond emotionally with people, with personal brands, and with your Primal Key™.

But what about online you when you’re marketing with New Media? How can you harness the momentum created by emotional anchoring and piggy-back off of words, quotes, images, or sounds that people are already familiar with?

It starts by understanding the simple truth of why emotional anchoring works in marketing. That is…

People buy what they like, and they like what they know

Familiarity breeds comfort. When you’re familiar with something or someone, you know what to expect. That makes things comfortable. More importantly (for marketing and sales purposes) familiarity and it’s offspring comfort both act to turn off the natural defense mechanism (skepticism) we all employ to protect ourselves.

Leveraging emotional anchors works so well in marketing because it accelerates familiarity and comfort. Its’ impact is instant, subconscious, and undeniable when it comes to boosting conversions.

Now, you may not be able to afford to pay Beyonce or Tiger Woods to appear in commercials for you. But you CAN leverage existing visual and auditory anchors, and using New Media Marketing — tie them to you, your product or your service. And you can do it in much easier, and much more cost effective way!

Here’s an example to get those Tribal Seduction mindset wheels spinning in your head.

A few good marketing ideas…

If I say "You can’t handle the truth!"… what movie do you immediatley think of?

"A Few Good Men." Right! It’s one of the most often quoted movie lines.

On the outside chance you haven’t actually seen the movie, you probably know what movie it came from and the context in which it was said. It’s familiar and it’s comfortable because it’s known.

The line was used in the climax of the movie. In what also was the most emotionally charged scene of the movie.

So where does New Media come in on this?And how does this help you with your marketing?

Well, lets take a look at a couple examples of how this famous movie quote was used in online videos. A few notes on what was done right. What could be done better. And what creative ideas you can come up with after looking at this mini-case study.

First the original clip

Let’s put things in context with the actual unedited clip from the movie.

 

OK, pretty powerful scene right? One of the most memorable in recent movie history.

So what can be done with this in New Media?

Follow along with me for a few minutes and find out.

Now, two examples: the good, the bad, and the "could be better"…

First; here’s funny adaptation that you’ll get a kick out of… especially if you’ve ever been attacked for being a good creative marketer. :)

Video Example #1:


 

The Good:

  • Excellent voice over impersonating Jack Nicholson for Anchor Bridging
  • Professional editing
  • Emotional bonding with target audience through humor that anyone in marketing or advertising will "get".
  • Using the "language" of the Tribe (in this case marketing and advertising pros)

The Bad:

  • Questionable use of copyrighted material
  • No Tribal Call-to-action

The "could be better"

The lack of a Tribal Call-to-action could easily be overcome by adding a "Holy Grail Trail" for the target audience to follow.

For example: Get viewers involved by running a contest that is promoted with a non-intrusive footer and/or closing credits screen. The contest could be as simple as an invitation i.e.: "Got a inter-departmental power struggle story? Share your story at www.CreativeMarketersUnite.com/contest/ and get a shot at winning a new Apple iPhone!"

Even a simple "More creative humor brought to you by…" as closing credits would have been better than the lack of any Call-to-action as this video had.

FACT: unless the lack of an obvious call-to-action is strategic (a good thing, especially with a Holy Grail Trail) — the number of views on a video doesn’t mean diddly to you as a New Media Marketer. It’s your Tribe taking action that puts dollars in the bank.

Video Example #2:

Next; another funny variation… this one completely original

 

 

The Good:

  • No issues with copyrights
  • Anchor Bridging and humor with the obvious baldness of the CEO of Tyco
  • Emotional bonding with target audience… in this case Traders and Investors, best described by their tag line "Stock culture meets pop culture."
  • Using "experiences" the Tribe can relate to. A totally different take on why a stock is trading at all time highs or lows.
  • Channel congruity when viewers visit the WallStrip.com site. (Video leads to video.)
  • Seducing the audience into discovering what Wallstrip’s main site has for them. By strategically creating a "hidden" trail for your audience to discover on their own, you can trigger a stronger commitment since the visitor feels that they are taking action on their own.

The Bad:

  • No clear Tribal Call-to-action. A simple tagline in addition to the WallStrip branding would clraify that this is for investors, brokers and traders. People are pressed for time. Unless you create a direct bridge from the video content to a relative benefit waiting for viewers from your ideal audience, they’re not likely to go on the Holy Grail mission I just mentioned above.
  • On some WallStrip videos on YouTube they had non-congruent, interruption-style advertisement overlaid on the video player. This is a distraction from the WallStrip brand, and more importantly — a weakening of the emotional anchors they are trying to leverage.

The "could be better"

  • This is better than the first video, even though it still has no clear Tribal Call-to-action. WallStrip is looking to attract their Tribe of investment-types with their humorous parodies of corporate life. And based on their dozens of other custom content videos, it seems their lack of a clear call-to-action is strategic. Again; something as simple as a tagline added to the WallStrip logo would have a stronger pull on their Tribe.
  • I came across some other Wallstrip videos that had a lack of congruity between the "tone" of the videos and the advertisements slapped on to the end. Their videos are fun, loose, and humorous and then they have some corporate looking person closing it out with an advertisement. That causes a break in rapport.

Your ideas…

  • So what do you think? Which style video did you like better? Why?
  • Did this mini case study give you a couple ideas to use in your New Media Marketing?
  • What established emotional anchors could you piggy-back off to grow your Tribe?

Share your thoughts and ideas in a comment below. We’d love to hear what you’re thinking. :)


John Paul Micek and his partner Deborah are authors of the hit book Secrets Of Online Persuasion. They are creators of the ONLY Web site system to put New Media to work marketing FOR you — BLOG i360™.
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