How emotional or passionate is your entertaining marketing ?
Brands have understood that their marketing message needs to be entertaining in order to succeed in this world overwhelmed by entertainment available for free or paying in any channel.
HP shows how printers can be presented in an entertaining way in their HP Invent video:
However:
Although the video is entertaining which is quite an achievement with boring printers that do nothing but print which has resulted in a few hundred thousand (>300,000) views (The Audience Is Listening), it still misses the most important passion or sentiment.
Entertaining is good to get the attention.
Emotion or passion is also required once the attention has been given.
Entertainment will evaporate quickly.
Emotion and passion will stay for a long time with humans.
Emotional Marketing
Brands that will not make emotional connections with their prospects or customers will be less successful.
The people to target need to connect to the product or brand on the level of emotions. As soon people get to love your product or brand, they will buy. In order to love your product or brand emotions are a requirement: hence the need to play to their emotions.
As Michael Masterson stipulates:
1. People like buying stuff and services, but they don’t like being sold
2. People buy things for emotional feelings, not rational reasons.
3. Afterwards, people need to satisfy their emotional decisions with logic
Passionate Marketing for advocates
If a brand can get someone passionate about the brand or product, he will become a free sales rep. for the brand as an advocate.
An advocate will not only by the brand, but also advice and recommend his relatives and friends to buy the brand or product for a zillion of reasons without being paid.
In order to get someone to become an advocate the emotion must be really deep as he will position himself in order to help your brand. Picking up advocates requires an enhanced emotional connection. The main driving reason is that these people want to help others.
Again you need to give them memorable experiences during the entertaining marketing message in order to create the passion for your brand or product.
This is not solely for B2C but also for B2B.
How emotional or passionate is your marketing message – or just entertaining or still boring ?
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