The Power of Emotional Marketing : Case: Visit Lapland Tours
Dao, Duy Bao Jr (2020)
Dao, Duy Bao Jr
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052112792
https://urn.fi/URN:NBN:fi:amk-2020052112792
Tiivistelmä
In such a modern world with high technology, business brands are competing with each other in order to attract a wider range of customers and retain them. Social media plays a crucial role in distributing information on products and services to consumers, which leads to the connection between the brand and clients. However, there are plenty of similar types of goods or services provided daily throughout the world. In order to stand out and burgeon, companies are making efforts to deliver an inspiring marketing strategy, which is able to motivate and resonate with customers, and thereby build a stronger long-term relationship and stimulate their loyalty.
Understanding the emotional buying behaviour of consumers, companies would focus on the concept of emotional marketing, in which they take the emotional aspects of their products and customers into consideration. This would lead to the fact that brands are able to engage and communicate with their clients on the level of emotion and senses. Therefore, the aim of the thesis is to study the influence of emotional marketing towards customers’ decisions, and thereby apply emotional marketing into the current marketing strategy of a local tourism company in Rovaniemi as the commissioner of this thesis – Visit Lapland Tours.
In order to implement this goal, theoretical and empirical research was conducted to understand the theories of related terms of the topic and analyse the current performance of the case company. In the first part of the thesis, secondary sources of data were utilised to explain the theories. The second part of the thesis revealed the case company and its practices by using primary and secondary data collected. Regarding the empirical research, qualitative research methods were applied, consisting of theme interviews with the marketing specialist and one of the clients. Besides, the social media analytics of the company were also analysed so as to understand the current marketing performance of the company. As a result, a development plan was created, which contains the aspects of aspirational approach in emotional marketing, online consumer community and customer experience and relationship.
Understanding the emotional buying behaviour of consumers, companies would focus on the concept of emotional marketing, in which they take the emotional aspects of their products and customers into consideration. This would lead to the fact that brands are able to engage and communicate with their clients on the level of emotion and senses. Therefore, the aim of the thesis is to study the influence of emotional marketing towards customers’ decisions, and thereby apply emotional marketing into the current marketing strategy of a local tourism company in Rovaniemi as the commissioner of this thesis – Visit Lapland Tours.
In order to implement this goal, theoretical and empirical research was conducted to understand the theories of related terms of the topic and analyse the current performance of the case company. In the first part of the thesis, secondary sources of data were utilised to explain the theories. The second part of the thesis revealed the case company and its practices by using primary and secondary data collected. Regarding the empirical research, qualitative research methods were applied, consisting of theme interviews with the marketing specialist and one of the clients. Besides, the social media analytics of the company were also analysed so as to understand the current marketing performance of the company. As a result, a development plan was created, which contains the aspects of aspirational approach in emotional marketing, online consumer community and customer experience and relationship.