emotional marketing within b2b? don’t make me laugh

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.