Emotions motivate purchasing in many categories — but which emotions and why?
See how executives at GoDaddy have embraced a model of emotional motivation, orchestrated an internal cultural shift, and created an ad campaign that changed the face of their brand.
Using a model that explains the specific feelings that lead to purchasing, the GoDaddy team shifted its cultural focus from product attributes to human emotions. The principles of this emotion model were incorporated into ongoing brand tracking and eventually leveraged to create a new advertising campaign.
The new campaign relies on two principles — emotional response and emotional identification — that were tested and refined using this model. The resulting ad campaign rests solidly on a verified emotion model and is more successful than any other campaign in recent history.
Beall and Iventosch-James will explore the major feelings that lead current and potential customers to buy brands. They will also discuss how GoDaddy used this model at the upper levels of management to drive change within the company.