Humans and animals have a special kind of connection. Whether it’s their own pet or the wildlife they see at the zoo or on television, people are drawn to other species of animals, whether they are fuzzy, scaled, or feathered. Because of this, animals are often used as tools in marketing to make products and services more appealing and relatable. Read on to learn about some of the reasons you might consider using animals in order to add value to your business.
Quick Links
Memorability
Think back to some of the most memorable advertisements you have seen. Whether it’s a lizard selling car insurance, a golden retriever selling toilet paper, or an owl selling you (and stealing a bite of your) candy, the most memorable things about these advertisements seems to be the animals that are selling you the product. When customers can connect a product with a familiar animal, it makes it easier to remember that particular brand. Because humans rely so heavily on familiarity, they are more likely to trust brands that they recognize. When using content management systems to create digital content for your business, including a consistent visual image of an animal can help make your brand recognizable and therefore trustworthy to customers.
Relatability
The anthropomorphization of animals in advertisements can be a great way to relate to your potential customers. Depending on the tone of the product or service you offer, different factors such as breed, age, and demeanor of the animals you include in your advertisement can impact the tone of your company. A talking pig will add humor. An eagle will give an advertisement a tone of pride or patriotism. Little fuzzy ducklings or puppies might foster a maternal instinct for some. It is important to choose the right kind of animal for your product or service so that potential customers can connect the two together. Think about the message your advertisement is trying to convey and the product you are trying to sell and what features in an animal might amplify that.
Empathy
Humans are empathetic creatures. Rather than relying on a voice that has no connection to a face or body, an anthropomorphized polar bear is much easier to relate to and believe when they tell you how refreshing their soda is. Personifying animals in advertising can allow humans to empathize and connect with them. Additionally, because certain animal behavior is so recognizable as positive or negative (growling, purring, puffed up feathers, wagging tail), the combination of animal body language and humanized emotions, language or intent can amplify the message that an advertisement is sending out. By using the two together, this creates a unique dichotomy that strengthens the emotional appeal of your advertisement.
Universality
It can be difficult to decide who to represent in your advertising. Certain minorities (people of color, people in the LGBT+ community, disabled individuals) are underrepresented to a huge degree. Although it is important to include these people in your marketing, some companies may choose to forgo human representation altogether in order to avoid political implications. A fuzzy rabbit or a silly chicken is something that anyone can relate to, regardless of their age, sex, gender, sexuality, ability, or income. By using animals as the main focus of your advertisement, you can relate to a wider portion of the population and appeal to more customers. As a result, more customers will choose your product rather than another brand where they may not feel represented.
Animals have been a part of advertising for a long time, and they only seem to be appearing more frequently as time goes on. Scientific studies have historically backed up the idea that including animals in your advertisements can help boost sales and maintain a loyal customer base. If you are looking for marketing strategies to strengthen your business, implementing the use of a fuzzy little mascot may be the right way to go.