Any good marketing strategy is built on emotions. This is not a secret. What seems to be a secret at times is how we know which emotions to work with. It can be quite tricky to appeal to a target group and to actually reach the right people with a marketing campaign. Here are the good news: It doesn’t have to be that tricky. Most of you might not know about it, but there is a great way to turn your target group into real and tangible people to help you better understand what makes your customers tick: The so called Sinus Milieus.
In this article, I will briefly introduce the concept behind Sinus Milieus and then guide you through 5 steps towards effective emotional marketing. If you are in a position where you need to reach people, I really recommend you to read on.