We went to the b2b conference yesterday and we discussed the need for
emotion in our marketing. It wasn’t really a debate, everyone believes
marketing must be emotive if we want to engage customers. So what’s the
problem? Actually there are several and the result is a lot of marketing dross.
First and foremost the problem is everyone at these events are
marketers. So whilst we recognised that emotion is important we also know that the
word triggers exactly that amongst finance and sales colleagues. ... Anyone suggesting we need emotion in a business context must
be a non-commercial, arty marketer who studied geography or history at
university. It is all the worse in b2b where sales culture tends to dominate,
as does the belief that all b2b buyers are rational experts speaking only xls,
features and ROCE.
Second, we tend to discuss emotion and rationality as though they
sit along some sort of sliding scale. I am sure every agency can tell you
stories of not so junior clients asking them to put more emotion into
communications, make it less rational. Unfortunately there is no magical
emotive pump gun sitting in the creative department.
Third, we assume that emotion is something that resides purely in
communications. So once you have got through the advertising designed by the
geography department then its down to the stuff that really counts rationality,
features, negotiation and the jedi mind bending skills of sales.
Lets unravel them in turn.
The first is the easiest. Yes. Emotion is a dirty word. We cant
change that, but we could address the topic slightly differently. Telling sales
we need our brand to be liked enough or feel intriguing enough for a consumer
to want to interact with us may resonate better.
Communication should act as invitation to find out more, not an
hour by hour agenda of the party to follow. Just don't talk about emotion or
your colleagues will just mutter history of art or something similar.
Second, yes you can have your cake and eat it. Is showing nuns
grasping the simplicity of technology (IBM) an emotive message, a rational
message or a rational message introduced emotively. You know the answer and you
know what works. Have you seen the cat film showing
the machinery manipulating massive blocks of Jenga? The vehicles are nimble,
flexible and powerful. Its just that giant Jenga gets the message across better
than say they are ... nimble, flexible and powerful.
Third, and this is a bit more controversial. We seem to have
forgotten that we work in marketing not just communications. There are other
ways to add something that is emotionally intriguing. Perhaps through the UX,
or call centres, or even service level agreements. Its so reliable we are
doubling the warranty period for a $1. That’s emotive, its also rational. And
its definitely not either or.
There are lots of b2b brands that sell successfully using emotion.
That’s probably the next piece to write.
Disclaimer. Any mistakes i have made in the past weren't my fault.
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