It’s a common marketing practice to invest heavily in understanding your target—who they are, what they think, how they behave. Another approach is to focus not on the who, but the when. But how often do marketers consider how a customer is feeling when they meet a particular brand? Research suggests that mood influences advertising recall. A study conducted by Fred Bronner at the University of Amsterdam in 2007 demonstrated that participants who indicated a positive mood recalled 46% of ads they saw in their reading material while those who indicated a negative mood only recalled 26%.

The same is true when it comes to consumer spending. Research suggests that consumers that feel more upbeat will be more optimistic about the value they’ll receive from products and less pessimistic about the opportunity cost of spending money.

As a marketer, what can you do? It’s clearly worth reaching your audience when they’re happy, but how? If you want your audience to notice you, it is important to aim for moments of joy. One way to do this is to focus on activity, targeting fun or exciting leisure and entertainment moments instead of the boring, everyday routine. Another is to look at content, using your own creative to generate an uplift in mood, or placing ads alongside positive, humorous, or daring content. Timing is also important, as people are more likely to be happy on a leisurely Saturday morning than at the start of a new working week.

(MarketingWeek, 07.29.22)

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