The document discusses using emotional marketing in B2B contexts. It argues that emotions drive human behavior and society. Effective marketing understands the emotional triggers of audiences and uses emotions like happiness, sadness, fear, anger, guilt, trust, value, belonging and competition to engage customers. While initial emotional appeals may get quick reactions, long term success requires developing deeper emotional connections and relationships over time through content that inspires and educates. Marketers should understand audiences, have a clear point of view, create emotional triggers relevant to the audience, and maintain engagement for ongoing relationships.
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.
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.”