If you want to use this type of strategy in your own marketing but aren’t sure how, it’s best to work with the professionals who know how to make the most of your marketing strategy, appeal to your ideal customer, and create appropriate ads. There is a fine line when it comes to marketing and emotions, so you will want to be mindful and strategic when using this type of strategy. You definitely do not want to exploit your customers and their emotions.
It is also a less direct way to sell a product or service instead of advertising your product directly, you are advertising a feeling or experience.Īnd while that can work, it can also be tricky. Using an appeal to emotion in your own marketing strategy can help grab attention. The Tim Hortons marketing strategy is one that we can learn a lot from - but we should also be careful when appealing to emotions. Tim Hortons has been carefully crafting the Canadian brand for decades, using ideas of national pride, identity, family, and a strong appeal to our emotions. Let’s take a quick look at a second commercial with a similar feel.
However, it is implied that the way to get those things is through purchasing a coffee. The feeling of belonging, tradition, familial bonds, and of course, a newfound Canadian identity, are the main themes. The coffee is not, at least not obviously, the focal point of the commercial. This commercial is a great example of how the Tim Hortons marketing strategy tries to sell you a feeling rather than a product. The father specifically says “double-double” - which is a well-known “Canadian” way of saying two cream, two sugar.
The father then shares a Tims coffee with his son, as if he is passing along this “tradition.” The father was given a Tims coffee by another dad when he snuck in to see his son play hockey as if being told “you belong here too.” When you take a deeper look at the commercial, you see the ways that Tim Hortons implies they were connected to this story: The father and son share a special, heartwarming moment when the son realizes his dad (who appeared to be unsupportive of his hockey-playing) was actually there at all his games. The story on the surface shows three generations, a new Canadian citizen, his son, and his grandson.
Tim Hortons coffee is featured as a subtle piece of the story in the background. This commercial is not directly trying to sell you anything.
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