"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.

1. Emotional
marketing?
In B2B?
!Don’t make me laugh.
Darren Bolton
Executive Creative Director
OgilvyOne dnx

2. We are a society !
that are driven by !
our emotions.

5. Emotion is the consequence or
reaction to what we have created.

6. We can create
the feeling of
pain, without
showing it…

7. …and then we
can show pain, but
stimulate laughter.

8. What are
emotions?
And why should we
use them?

9. We experience
hundreds of different
emotions every day.

11. Happiness
Our first emotional
action in life
Happiness makes us
want to share
Joy increases when it
is shared

12. Happiness
is the main driver for social
media sharing.

13. Sadness
It can make us more trusting
and generous.
Oxytocin is a hormone that
promotes a feeling of
connection, bonding.

14. Sadness can help build trust in a
product or brand.

15. Fear
When we are scared
we need to share that
experience.

16. Fear can stimulate people to
report greater brand
attachment.

17. Anger
It can lead to aggression,
but it can also create a
form of stubbornness.

18. Anger can stimulate loyalty
to a brand.

19. Why are
emotions
important?
What role do they play
in marketing?

20. Do we understand the
emotional trigger of our
audience?

21. 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.

22. Guilt People are easily affected by messages that
trigger emotions of guilt.

23. 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.

24. Value Value is another hot trend in marketing, and many
promotions appeal directly to the emotional trigger
of getting a good deal.

25. 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.

26. Competition
Many customers are affected by a
competitive desire to feel equal to or
better than their peers.

27. Are we being
short sighted?
How emotional marketing can
affect the long game.

28. Feel first.!
Think second.

29. trigger action
1. instinctive
2. conscious

30. trigger action behaviour
short-term long-term
the initial brief
the long-term goal

31. Where ‘could’ this
take us?

32. He tells a joke
They both feel good
She Laughs

33. But that’s just
the start
He tells a joke
They both feel good
She Laughs

34. He tells a joke She tells a joke
They all feel good
She Laughs He Laughs

35. He tells a joke She tells a joke
They all feel good
She Laughs He Laughs

36. Today? Today!

37. He tells a joke
They both feel good
She laughs
He laughs
They both feel good
She tells a joke

41. The parties going on, !
we just need an invite.!

42. Ever pinched
a strangers
bum?
Why not?

43. How much do we !
really know about!
our audience?

45. Don’t panic.
It’s OK to be
disliked.
Trust me

46. The world of brands
Love Indifferent Hate

47. B2C brands
Love Indifferent Hate

48. B2B brands
Love Indifferent Hate

49. Love Indifferent Hate
A point of view might split your audience…
and that’s good.

50. What should I
remember for
next time?
Your 7 point plan

51. One
We are a society driven
by emotions.
Understand them, study them,
use them to your advantage.

52. 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.

53. 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.

54. 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.

55. 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.

56. 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.

57. Seven
Break ups can
be tricky.
Once you have started you need
to keep the relationship alive.

58. “Creativity that generates the right
emotional connection, will not only
help you stand out, but start to
create true customer engagement
with your brand.”

59. All common sense, so…
let’s make it
common practice.

60. Love U.