Starting to write this article dedicated to the topic of Emotions Marketing, we will start by presenting some situation on the market. In the 1970s, the average person saw between 500 and 1,600 ads a day. It is estimated that modern Sapiens see from 4,000 to 10,000 advertising messages per day. Can you feel the scale of how many organisations are fighting to get our attention?
Facebook ads itself reach 2.11 billion people, while whole Meta and YouTube earn billions of dollars a year for displaying their users’ ads. Ads are among us every day, even if we are not fully aware of it.
So the question is – do marketers still have a chance to break through people’s minds and come up with advertising?
What you will learn from this article:
- You will learn the definition of emotion marketing.
- Applications of emotion marketing in B2B (we will refute the assumption that this technique will only work during impulsive purchases in the supermarket).
- We will present the main techniques and benefits of emotional marketing.
- You will learn examples of good emotion marketing strategies and real campaigns.
If you are interested in how to behavioral economics into your business or marketing strategy, click on this link.
Emotional marketing definition and emotion based marketing best strategies.
Does emotion based marketing make sense in a world full of advertisements and busy, or even media-averse consumers? Does it have a chance to be engraved in the minds of buyers? Another obstacle is that nowadays most markets are very competitive, which means it’s hard to break through with your advertising.
Answering the above question – yes, emotion marketing makes sense and is often the only way to reach the audiences to whom we want to present our product and show our presence on the market.
|I would even go a step further, can marketing without emotions even exist?|
Moving on to the theory of what emotional marketing is – it is the deliberate use of appropriate communication methods aimed at reaching human emotions. The main goal in this strategy is to establish a deep bond with the customer. By building such a relationship, there is a greater chance that the product or service we offer will remain in the minds of the potential customer.
Sometimes it is important that the message has positive associations, and sometimes that it is simply associated – in such cases, not only positive emotions (triggering positive feelings) are used, but also negative ones, such as fear, sadness or anger.
It is usually said that emotion based marketing works best in conditions where purchasing decisions are made quickly and impulsively. When it is based mainly on emotions, not logic. We believe that emotion marketing can also work well in the B2B sector. If you’re wondering what this would look like, we’ll be happy to show you how to use this emotion-based technique later in this article.
In fact, emotion based marketing is more often used to communicate with customers in the business to customers sector. It is mainly used in lifestyle industries or large supermarkets, where consumer decisions are based on autopilot or impulsive action. It is possible that this is because in a stationary store it is easier to evoke certain emotions, feelings or memories, for example by spraying the right scent and turning on music.
|However, the task and challenge for both the B2B and B2C sectors is to remain in the minds of consumers by skill-fully designing emotions from the very beginning of the customer’s encounter with the brand.|
After all, emotion is a way to remember, especially in such competitive markets as we have in today’s business world.
What about emotion in B2B marketing? + examples
Some people say that there is no room for emotions in B2B marketing. The units responsible for finalising the transaction or representatives of a given business or department in the company are also people. They face the desire for a career, development, the expectations of the boss, or the obligation to feed family members or pay off a loan.
Based on the above, according to the conducted research, B2B marketing can be even more emotional than that directed to individual customers.
|Based on the above, according to the conducted research, B2B marketing can be even more emotional than that directed to individual customers.|
However, let’s focus on the basic and huge part of B2B marketing, which is content creation. The good old principle – content is a king fits and works perfectly in this industry.
Before starting content creation, a well-managed marketer creates marketing personas to determine who will receive the content he or she creates. She/He analyzes whether it will be a person from the company’s sales, marketing or IT department.
Preparing such segmentation allows you to better tailor the text to the recipient, and thus clearly and thoroughly clarify doubts or problems faced by a person representing a given department. Yes, you read that right… you can mention problems, it won’t work negatively. By mentioning real problems, you will show understanding and willingness to help – your potential client will remember it. Hey, there are people behind every transaction!
According to the authors of the CEB report entitled “From Promotion to Emotion”, it is worth referring to the personal motivation of employees of a given company – your potential leads.
Show that you understand the concerns, you know what doubts they may have. Show your willingness to support using the language of benefits and mentioning a free trial period, committed customer support, or case studies that present the use of the product in other businesses. Thanks to this, you present to the potential lead the range of benefits and losses (human approach to business and sales), but at the same time you show real arguments.
Emotional marketing techniques and benefits
If you are still not convinced, maybe you will be convinced by the fact that emotions are responsible for as much as 60-85% of purchasing decisions, which is why it is worth implementing emotional marketing techniques into your marketing strategy.
If we wanted to briefly describe what emotional marketing techniques consist of, we should definitely include:
- Good storytelling.
- Accurate design of the marketing persona (each group may have different needs and obstacles, and thus emotionality – matching the message).
- Involvement of famous people in an advertising campaign (this involves some risk – a given person may not evoke positive feelings in everyone, but there is a good chance that the recognition and emotions he evokes will remain in memory).
- Implementing an emotion-based strategy on every media channel – internet, magazines, etc.
- Openly showing that the company understands the customer’s needs and is the right entity to help provide them.
- Using assurances and using phrases such as: we have been on the market for years, see how others see us, etc.
Emotion marketing strategy and campaign examples
In my opinion, the very approach of the emotion marketing strategy, both from the perspective of a marketer, business owner or seller, and from the consumer’s point of view, is very holistic. Give yourself time to find the best way to communicate with your customers, then systematically implement, create and maintain the relationship. Storytelling, often invoked these days, can also be helpful here.
|What is the power of storytelling? By sharing valuable stories and moral lessons, the audience will begin to identify with the company.|
In addition, if the emotion marketing strategy has been well applied, what every marketer and business owner is waiting for will happen – you will evoke the desire to have the product you offer among your recipients.
Acting on the basis of senses and feelings, you can influence the purchases of your potential customers, and you can even create their decisions and choices! Now that you know what are the main techniques and assumptions of the emotion marketing strategy, it’s time to find out how other companies approached this topic and what specific actions can be used in businesses with a given profile and sales. I will also present you my two favorite advertising campaigns using emotion marketing.
Emotional marketing campaign examples:
Have you noticed that many companies express concern for your health? Take for example companies in the furniture department that offer beds, chairs, tables, mattresses or pillows. This type of narrative is to show that the company knows how to help and prevent, for example, problems with an aching spine, and creates its products to help you create healthy solutions and an environment of healthy work and rest.
Companies from the cosmetics, medical, cleaning products and even insurance sectors rely more on persuasion strategies. At first, they present a problem, and then they rush to solve it. (They also show that they care and have a solution.)
Another method is used in sports or luxury brands. It is based on a motivational message, using slogans that awaken to action. The purpose of such advertisements is not only to motivate to act, but also to increase self-confidence or independence.
These are simple strategies, but now you see so many companies using them!
It’s time for examples of advertising campaigns using marketing of emotions that I remember.
Always brand campaign with a dedicated #dolikeagirl hashtag. This advertisement, both on billboards, creations and in the advertising spot, openly asks a perverse question: What does it mean to do like a girl? In an advertising spot that you can see on YouTube, older children, when asked to show how a girl runs, how they throw a ball, or how they hit, show mocking and stereotypical movements (both girls and boys). Younger girls who respond based on their vision, intuition, and inner strength (rather than based on stereotypes that have not yet reached them and have not had time to believe them) describe themselves as strong and combative beings, and their movements are confident and strong. Advertising certainly evokes emotions and stays in memory, and certainly in mine.
The second campaign, which spoke to me a lot, touches emotions related to anger. However, at the end of the day, it turns out that the negative emotions used in this ad are completely understandable and normal. I’m talking here about Monopoli’s latest campaign. The banners of this campaign present children who play the game of Monopoli and are accompanied by negative emotions. These are the emotions of anger, impatience, fury, and surrender. However, advertising slogans placed on campaigns normalize and explain the meaning of these emotions – “For learning how to calm down.”, “For dealing with the setback.”, “For learning how to express emotions.”, “For learning to cope with losing. “.
The campaign hit perfectly, because nowadays a lot of psychological topics are discussed. In addition, Monopol shows that negative emotions are something normal – an inseparable part of life and development. They are also needed and present from an early age. This message definitely gives space to compare and identify with the presented emotional state. By the way, it stands out, because so far all games or toys have been promoted mainly through positive emotions!
Interested in more campaign examples using emotion marketing? Click here and find as many as 25 descriptions and examples of great campaigns.
I wonder if topic of emotion marketing needs a summary at this stage. Something tells me that everything that was supposed to be touched has been touched and nothing else needs to be explained, because the subject of emotions is close to each of us.
Just create from the heart, respond to the needs of potential and current recipients, show that you are interested and have solutions, be consistent in this (it will pay off in the long run) and in this way your strategies will also be based on emotion marketing techniques.