The Christmas season is upon us, the ads are out in full force and we may have got a little glossy eyed when hearing, ‘how wonderful life is now you’re in this world.’ So at such a warm, fuzzy time of year, we started to think about emotion in B2B marketing. It’s a little sparse, to say the least, which means there’s a huge opportunity to use it to stand out.
Of course, emotion isn’t something you usually show in a very corporate environment, so it’s no surprise it’s lacking from B2B marketing too. It’s very strange though as it’s a known fact that people respond better to more emotional messages, think of the big brands that do it so well Apple, Virgin, Google.
Just check out how effective the Google ‘Dear Sophie’ campaign is:
We’re hard-wired to respond well to stories much more than powerpoint presentations.
And they stay with us for much longer – a good story is much more memorable than facts and stats.
But if you are looking for facts to prove emotion works, at the end of 2017, behavioural economist, Richard Thaler, won the Noble Prize for proving that people are anything but rational when it comes to decision-making. He proved that emotions are what really incite action.
“Richard Thaler’s Nobel Prize underscores the importance of understanding that consumers make financial and purchase decisions using processes that aren’t based on logic and calculation.” says Roger Dooley, author of “Brainfluence”.
Fascinating! Then back in 2016, a study showed that when people associate a positive emotion with a specific brand, they are:
• 8.4 times more likely to trust the company
• 7.1 times more likely to purchase more
• 6.6 times more likely to forgive a company’s mistake.
And ads with an above average emotional response from consumers generated a 23% increase in sales compared to average advertisements.
Here’s another great example of emotive marketing from VW:
The fragrance, beauty, and fashion industries are pioneers of emotive marketing campaigns because they work – nobody buys J’adore because it has top notes of mandarin orange and neroli, they buy it because they want to be the strong, powerful woman – Charlize Theron.
So next time you’re planning a B2B campaign, why not think of your clients as people. Just because they wear a suit and act professionally for 8 hours a day doesn’t mean that’s their life for the next 16.
Start to understand your audience beyond the corporate façade, think ‘so what?’ when someone points out a great benefit. Why is it changing lives?
But above all remember to be authentic.
You never know, you might be sitting on the next Father and Son video.