Emotion
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Emotional marketing? In B2B? Don’t make me laugh. Darren Bolton Executive Creative Director OgilvyOne dnx
description
"Emotion in B2B Marketing? Don't make me laugh" Darren Bolton, Executive Creative Director, OgilvyOne dnx, explores why the usual rules - of getting someone interested by hooking them emotionally - don't seem to apply for B2B Marketing, and why they should. Emotional marketing leads to better customer engagement, whether B2B or B2C, and ultimately the more engaged customers are, the more valuable they are in terms of revenue and long term loyalty.
Transcript of Emotion
Emotional marketing? In B2B?!Don’t make me laugh.
Darren BoltonExecutive Creative Director OgilvyOne dnx
We are a society !that are driven by !our emotions.
Emotion is the consequence or reaction to what we have created.
We can create the feeling of pain, without showing it…
…and then we can show pain, but stimulate laughter.
What are emotions?And why should we use them?
We experience hundreds of different emotions every day.
HappinessOur first emotional action in life
Happiness makes us want to share
Joy increases when it is shared
Happinessis the main driver for social media sharing.
SadnessIt can make us more trusting and generous. Oxytocin is a hormone that promotes a feeling of connection, bonding.
Sadnesscan help build trust in a product or brand.
FearWhen we are scared we need to share that experience.
Fearcan stimulate people to report greater brand attachment.
AngerIt can lead to aggression, but it can also create a form of stubbornness.
Angercan stimulate loyalty to a brand.
Why are emotions important?What role do they play in marketing?
Do we understand the emotional trigger of our audience?
The fear of failing or missing out. The more rare something is, the more valuable it becomes. The fear of getting it wrong, or being late.
Fear
GuiltPeople are easily affected by messages that trigger emotions of guilt.
Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing messages.
Trust
ValueValue is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal.
Human nature dictates that most people want to feel like they belong to a group, and customers often purchase products in an attempt to feel part of a specific group.
Belonging
Many customers are affected by a competitive desire to feel equal to or better than their peers.
Competition
Are we being short sighted?How emotional marketing can affect the long game.
Feel first.!Think second.
trigger action
1. instinctive
2. conscious
trigger action behaviourshort-term long-term
the initial brief
the long-term goal
Where ‘could’ this take us?
He tells a joke
They both feel good
She Laughs
But that’s just the start
He tells a joke
They both feel good
She Laughs
He tells a joke She tells a joke
They all feel good
She Laughs He Laughs
He tells a joke She tells a joke
They all feel good
She Laughs He Laughs
Today? Today!
He tells a joke
They both feel good
She laughs
He laughs
They both feel good
She tells a joke
The parties going on, !we just need an invite.!
Ever pinched a strangers bum?Why not?
How much do we !really know about!our audience?
Don’t panic. It’s OK to be disliked.Trust me
Love Indifferent Hate
The world of brands
Love Indifferent Hate
B2C brands
Love HateIndifferent
B2B brands
Love Indifferent Hate
A point of view might split your audience… and that’s good.
What should I remember for next time?Your 7 point plan
We are a society driven by emotions.
One
Understand them, study them, use them to your advantage.
Know what your audience feels as well as thinks.
Two
Do your research and really get to understand them. Build a picture. Talk to them, or at the very least talk about them.
Join up the dots. Create an emotional trigger.
Three
What’s the link between your campaign and how the audience feels. Remember we feel first, and think second.
Look for the long game. No more one night stands.
Four
Create content that connects, inspires, excites, educates etc. content that engages on an emotional level. Start to change their behaviour.
Take a stand, have a point of view.
Five
Stop sitting on the fence, be brave, find an interesting angle or a unique TOV. You need to be heard amongst all the noise.
The parties on, you just need an invite.
Six
It is in our blood and how we expect to behave, discuss, share, explore and communicate. Your customers are out there, waiting for you right now.
Break ups can be tricky.
Seven
Once you have started you need to keep the relationship alive.
“Creativity that generates the right emotional connection, will not only
help you stand out, but start to create true customer engagement
with your brand.”
All common sense, so…
let’s make it common practice.
Love U.
