Think for a moment about the most memorable ads you’ve seen on television recently. It’s very likely your list will include ads that combine humour, the “cute factor”, and a family friendly message that gives you the warm and fuzzies. That’s not an accident, and as Mark Pritchard, the head marketing guru at P&G says, “It’s not ‘either’ product benefit ‘or’ emotional messages — it’s ‘and.’”
If mega corporations like P&G are using this combination of heart-string tugging and traditional marketing as a key part of their arsenal, then perhaps it’s time you tried it too? Here are a few things to consider.
Adapt to Digital
P&G and other Fortune 500 companies have the budget to run their advertising on national television stations during prime time television. Most of us don’t. That doesn’t mean we can’t use the same tactics, however–simply that we need to adapt them to suit the cost effectiveness and reach of digital marketing, and here’s an easy example of how to do so:
- Create a video. You can do this the hard way, by creating a script, and filming it yourself, or you can buy stock video online. It’s instantly available, and often easier and cheaper too!
- Alternatively you could opt for a whiteboard style video, or an animated clip. There are tools that can help you to create these online too, or you can use a freelancer or marketing agency to create them for you.
- Add sound, titles and your marketing message.
- Package as a video for online distribution.
- Post your video on your YouTube channel, and share it on your social media profiles.
This process is relatively quick and easy, and while you might not reach as many people as P&G do during their Super Bowl slots, you will reach your target market, and that is really what matters.
The added bonus of this type of digital marketing is that if you get it right, you may well have created a viral video, that gets tens of thousands of shares and reaches a much wider audience too!
Why Combining Emotions and Marketing Works
Bringing human emotion into your marketing works because people are social animals, and most of us are programmed early in life to care about others. That’s particularly true when it comes to animals and kids, which is why so many big brands feature ads that contain them!
These types of advertisements fit easily into consumer product advertising, but they can also help in building engagement in B2B industries. Consider companies that share advertisements that showcase their charity projects or corporate social engagement initiatives. We’re more inclined to trust companies that show us their softer side, even if they sell something like insurance or banking products!
Digital Marketing Impacting Emotional Marketing
Whether you follow the lead of big companies, or you believe us that building engagement with all customers in all industries is easier when your prospects already like you on a personal level, emotion driven online marketing is not likely to go anywhere soon.
In fact, with social media and other digital marketing channels delivering marketing messages in new, more targeted and more shareable ways than ever before, we’re only likely to see an increase in this type of “humanity marketing.”
Maybe it’s time to take a chance, and show your customers your softer side too? You might be surprised to find how well warm and fuzzy works for you!