Emotional Intelligence is the ability to identify and recognize your own emotions as well as others. Emotional intelligence consists of the ability to recognize, control, and understand the emotions themselves.
Growing Trend in Marketing
Emotional Intelligence has been a social growing trend in advertising. One example of this can be seen and felt in the 2015 Extra Gum Commercial of “The Story of Sarah and Juan.” The commercial ad, in which was initially released three months ago in October, pulls on the viewers heartstrings by showing the love story of Sarah and Juan. Throughout the video, the company’s vision is further instilled of ‘Creating simple pleasures to brighten everyone’s day.’ (Wrigley’s Vision)
As seen in the video, the product held an important role in the major events in their story. As they met, and grew, they developed a connection with the product. At the end of the video is where they finally showcase the product as itself, with all that is left to say is there recent slogan of “#give Extra get Extra.” By utilizing the majority of consumers’ attraction to love stories and romance, Extra showcases the product and their role in everyday lives and the possibilities of what can happen by associating them with special events.
(Photo courtesy of Ucreative)
Using “EQ” in the Work Force
Emotional intelligence, or commonly referred as “EQ,” has become a particularly important topic in marketing and advertising. In the field of advertising, it has been discovered that our emotional capabilities are just as valuable, if not more so, as our intellectual capabilities. This new idea to use emotion has gone mainstream, and companies are focusing their attention on training their employees on how to increase their emotional intelligence as well as making their hiring decisions based on those who are high in emotional intelligence.
Emotional intelligence has become highly relevant for those of us who are working in marketing. In our jobs, we are constantly working with others and engaging our emotions. Whether it is working alongside a large group of co-workers to develop a creative campaign or presenting ideas to stakeholders, our emotions play a huge role in how we interact with one another. Knowing how to manage our emotions and behaviors appropriately will help us foster stronger relationships and become more successful.Understanding what provokes a desired emotional response in people, and how it affects their behavior, is key to creating advertising and marketing that engages our target audience of potential customers . It should be worked into every strategy we write and piece of content we create.
Emotion is stronger than knowing
With the decreasing efficiency in traditional advertising (especially TV ad), branding takes a bigger part in the marketing plan right now. Thus, advertising also switched its direction towards a more emotional appeals than directly promoting the products. Values and brand image becomes more important in the ads. Companies are trying to build relationship with customers by using emotional approach. It does not only helps audience to feel connected with the brand; but also makes it looking less ad-like, which increases customers’ acceptance of the ad and the messages.
Dove’s “Real Beauty Sketches” commercial is a very successful example. It has more than 60 millions views on Youtube. One of the reasons for its success is that the commercial was able to trigger audience’s emotion reaction. A huge amount of audience were inspired by the positive message and share the ad with others. The commercial did not even have a Dove product in it, but as the ad went viral and became crazily popular, everyone noticed it is Dove’s ad. The effect of the emotional intelligence is way larger than a informative, or simply funny ad can do.
(Photo courtesy of Mashable)
Toastmasters International is a public speech and leadership development club. It has thousands of branches worldwide and is known to shape members for the better when it comes to management and leadership. Each member selects a club branch within a district and attends meetings there at his or her convenience. The meetings would consist of one-hour sessions with four phases: Introduction (Pledge of Allegiance, Sergeant-at-Arms’ welcome, Club President’s introductory speech), Main Speeches (one or two depending on the preparedness of the speaker/s), Table Topics (one to two-minute speeches relating to random topics with five to eight participants), and Closing Statements (closeout followed by adjourning the meeting by the Club President).
Participants are selected by a proctor (General Evaluator and/or Table Topics Master) to get to the front of the group and present their speeches (prepared or, sometimes, adlibbed). It is only natural to feel a mixture of emotions (e.g. excitement, fear, apprehension, nervousness, etc.) before one goes up to speak. The key to success in delivering a moving speech is for one to think about doing his or her best and display slight aggression in order to persuade the audience and appeal to their emotions the best, most positive way as possible. When all is said and done, it is time to “exit, stage left.”
Using Emotional Intelligence to Read Body Language
According to the book Emotional Intelligence for Dummies, you can use your emotional intelligence to understand a person’s body language in order to understand how they’re feeling. This will help you come up with the best way you can respond to them. Apparently, body language gives up to 50% of what a person is feeling, or even what you want to say. As an example: you can tell that someone is interested in something someone is saying or doing if they are leaning in.
As a personal experience, I’ve used my emotional intelligence to understand body language as well. I do a lot of waiting to see how a person’s body is reacting to see how I feel about how I want to react back. For instance, there have been times at my workplace where I will be trying to inform a customer about a certain product, and they react in one of two ways. Either they lean into me and/or the product and seem really interested in learning more OR they start looking elsewhere and definitely aren’t leaned in. This lets me know how interested the customer is in what I have to say. If they lean in and look like they are listening, I usually keep going. Otherwise, I’ll pull my informing to a halt because obviously I was able to sense by their body language (and not to mention sometimes their words) that they are not interested.
If you still feel a bit confused about Emotional Intelligence, here’s the book: