1. Know Your Brand And Your Market

Tugging on the heartstrings of potential customers might not be appropriate for your category, your specific product or your target market. Depending on who you’re trying to reach, an emotionally fraught campaign might come across as pandering or overly sentimental. A tear-jerking campaign can be as effective for one brand as it is detrimental to another. – Amanda HinskiFrost Valley YMCA

2. Be Genuine, Authentic And Honest

People know when you are faking it. If you are going to support a cause or an emotional topic, be sure that it matches up to your company’s culture and DNA. Be genuine, authentic and honest when you speak and never take a stand on something you don’t plan to back 100%. – Holly ChessmanGlowTouch Technologies

3. Discover What’s Below The Mood

Brands that try to ride the wave of consumer moods can find short-term success but lose their identity in the process. It’s essential to discover the underlying factors that give rise to the mood. These factors can become part of your brand for years to come and can serve as your brand’s compass for deciding which moods to pursue. – Cameron ConawaySolace

Build empathy for your customers first. Listen to their stories and ask a lot of questions that start with ‘why.’ Then be sure to test and validate your messages and run them past a few customers. If the goal is to use emotions to create a connection, be sure that the emotion you are trying to tap into is the emotion that is evoked. It’s amazing how a message can trigger different emotions. – Michelle Huff, UserTesting

5. Don’t Let Mood Marketing Be A Solitary Tactic 

Mood marketing offers brands an incredible opportunity to connect andengage with consumers. Analyzing what campaign tactics resonate the most with your consumers can in turn help create marketing strategies that will be effective in the future. However, mood marketing shouldn’t be used as a solitary tactic because it will require your brand’s strategies to fluctuate along with consumers’ moods. – G’Nai BlakemoreMattress Firm

6. Remember Moods Can Be Transitory

Ads that target consumer moods can certainly be effective, but remember, moods are by nature transitory things. Unless the identity of your brand ties directly to a consistent mood, be careful in committing too heavily to these campaign types. Instead, consider very specific, limited campaigns that focus on a relevant mood or feeling, but tread carefully when tying it too closely to your brand. – Tom WozniakOPTIZMO Technologies, LLC

7. Build Trust And Security

In a business-to-business setting, emotional marketing must evoke feelings of confidence, credibility and reliability in order to persuade buyers to purchase. By knowing your audience and relating to them on an emotional and psychological level, B2B companies can demonstrate their value, trustworthiness and ability to provide stable, secure solutions. – MaryAnn Holder-BrowneOne Network Enterprises

8. Understand The Neuroscience

As a founder who pursued a master’s degree in counseling, understanding the neuroscience behind eliciting emotions from a potential customer is critical to success. Many times companies try to garner an emotional response, but fail by leaving the consumer without a memorable experience or even turning them off to your brand. – Jennifer Mellon, Trustify

9. Realize Mood May Nullify Your Call To Action

The purpose of your business is to make a sale, and some moods are not compatible with the sales process. Depending on your specific call to action, the mood of the audience you are targeting can completely nullify or augment the success of your call to action. For example, pleas for charity funding are much more likely to be reciprocated in response to positive moods, as opposed to outrage. – Jeff Grover, Best Company

10. Earn Emotion, Don’t Force It

Authentic emotion evoked by your brand’s message creates a powerful bond with your audience. If it feels forced or manipulative, it will have the opposite effect. How do you find the sweet spot? Be honest, open andvulnerable. Keep your message aligned with your brand values, and back it up with action. If you don’t really care about something, it will soon be obvious! – Jessica TerashimaCallFire Inc.

11. Recognize You’re Not Going To Please Everyone

Marketing tactics that harness the emotion of the public get a lot of attention and are a splashy way to get your brand associated with current events, but rarely do these campaigns win over everyone. When making an emotional plea, you have to be sure it will resonate with your target audience, but be prepared for the backlash from others who may not be your intended target. – Charlie Terenziorevcontent.com

12. Take It Seriously

To use emotional marketing tactics, a brand is tacitly agreeing to a higher-level commitment to their customers. Should they violate the commitment they made in their message by behaving or doing things otherwise, consumers are much more likely to react strongly andpersonally. If the marketing is not authentic or consistent with the shared values, consumers will see right through it. – Alina MorkinVoices.com