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Emotional marketing within B2B? Don’t make me laugh

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Emotional marketing within B2B? Don’t make me laugh

Published in: Marketing

Emotional marketing within B2B? Don’t make me laugh

  1. 1. Emotional marketing? In B2B? !Don’t make me laugh. Darren Bolton Executive Creative Director OgilvyOne dnx
  2. 2. We are a society ! that are driven by ! our emotions.
  3. 3. Emotion is the consequence or reaction to what we have created.
  4. 4. We can create the feeling of pain, without showing it…
  5. 5. …and then we can show pain, but stimulate laughter.
  6. 6. What are emotions? And why should we use them?
  7. 7. We experience hundreds of different emotions every day.
  8. 8. Happiness Our first emotional action in life Happiness makes us want to share Joy increases when it is shared
  9. 9. Happiness is the main driver for social media sharing.
  10. 10. Sadness It can make us more trusting and generous. Oxytocin is a hormone that promotes a feeling of connection, bonding.
  11. 11. Sadness can help build trust in a product or brand.
  12. 12. Fear When we are scared we need to share that experience.
  13. 13. Fear can stimulate people to report greater brand attachment.
  14. 14. Anger It can lead to aggression, but it can also create a form of stubbornness.
  15. 15. Anger can stimulate loyalty to a brand.
  16. 16. Why are emotions important? What role do they play in marketing?
  17. 17. Do we understand the emotional trigger of our audience?
  18. 18. Fear 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.
  19. 19. Guilt People are easily affected by messages that trigger emotions of guilt.
  20. 20. Trust 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.
  21. 21. Value Value is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal.
  22. 22. Belonging 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.
  23. 23. Competition Many customers are affected by a competitive desire to feel equal to or better than their peers.
  24. 24. Are we being short sighted? How emotional marketing can affect the long game.
  25. 25. Feel first.! Think second.
  26. 26. trigger action 1. instinctive 2. conscious
  27. 27. trigger action behaviour short-term long-term the initial brief the long-term goal
  28. 28. Where ‘could’ this take us?
  29. 29. He tells a joke They both feel good She Laughs
  30. 30. But that’s just the start He tells a joke They both feel good She Laughs
  31. 31. He tells a joke She tells a joke They all feel good She Laughs He Laughs
  32. 32. He tells a joke She tells a joke They all feel good She Laughs He Laughs
  33. 33. Today? Today!
  34. 34. He tells a joke They both feel good She laughs He laughs They both feel good She tells a joke
  35. 35. The parties going on, ! we just need an invite.!
  36. 36. Ever pinched a strangers bum? Why not?
  37. 37. How much do we ! really know about! our audience?
  38. 38. Don’t panic. It’s OK to be disliked. Trust me
  39. 39. The world of brands Love Indifferent Hate
  40. 40. B2C brands Love Indifferent Hate
  41. 41. B2B brands Love Indifferent Hate
  42. 42. Love Indifferent Hate A point of view might split your audience… and that’s good.
  43. 43. What should I remember for next time? Your 7 point plan
  44. 44. One We are a society driven by emotions. Understand them, study them, use them to your advantage.
  45. 45. Two Know what your audience feels as well as thinks. Do your research and really get to understand them. Build a picture. Talk to them, or at the very least talk about them.
  46. 46. Three Join up the dots. Create an emotional trigger. What’s the link between your campaign and how the audience feels. Remember we feel first, and think second.
  47. 47. Four Look for the long game. No more one night stands. Create content that connects, inspires, excites, educates etc. content that engages on an emotional level. Start to change their behaviour.
  48. 48. Five Take a stand, have a point of view. Stop sitting on the fence, be brave, find an interesting angle or a unique TOV. You need to be heard amongst all the noise.
  49. 49. Six The parties on, you just need an invite. 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.
  50. 50. Seven Break ups can be tricky. Once you have started you need to keep the relationship alive.
  51. 51. “Creativity that generates the right emotional connection, will not only help you stand out, but start to create true customer engagement with your brand.”
  52. 52. All common sense, so… let’s make it common practice.
  53. 53. Love U.

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