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Does Fear-based Marketing Work?How one company saw a $45 million increase in revenue by changing their messaging tone
Today’s speakers
Austin McCrawSenior Director,
Content Production,MECLABS Institute
Ken BowenManaging Editor,
MarketingExperiments
Background: Internal experiment to test Twitter messaging approaches.
Goal: To increase clickthrough to the Executive Series download page.
Research Question: Which tweet will generate the highest clickthrough rate?
Test Design: A/B split
Experiment ID: Internal Social Media TestRecord Location: MECLABS Research LibraryCompany: MECLABS Institute
Experiment: Background
Experiment: Tweet Version A
Version A Version B
Experiment: Tweet Version B
Version BVersion A
Experiment: Which tweet will win?
Version A Version B
Experiment: Which tweet will win?
Version BVersion A
41% increase clickthrough rate
Design Clickthrough Rate % Rel. ChangeLevel of
Confidence
Version A 0.249% -
Version B 0.352% 41.0% 99%
Relative increase in clickthrough41%The Treatment significantly increased clickthrough by 41%
Experiment: Results
Experiment: Which tweet will win?
Version A Version BVersion BVersion A
41% clickthrough rate
Why?
Make Sure Deborah is Not Alone This Holiday Season
Your contributions to Deborah’s journal this year made sure that they never felt alone. Your tax-deductible donation in Deborah’s honor will make sure that CaringBridge continues to bring hope and healing to those who need it most.
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Does negative marketing really work?
Today, we will review two key principles discovered from experimenting across several negative
marketing campaigns and how these insights can help you employ the right tone in your efforts.
Today’s focus
Does fear-based marketing work?
1. The most effective marketing campaigns leverage value rather than cost to generate buying momentum. Our goal is to draw the customers toward value, rather than push them away from cost.
Key principles
Experiment: Which tweet will win?
Version BVersion A
41% increase clickthrough rate
Leveraging the cost of ignoring the insight
Leverages the value of the insight
Experiment: Which travel insurance messaging will win?
Version BVersion A
330% increase in conversion
Leveraging the cost of not being careful
Leveraging the true value of this organization
Background: Net security corporation wants to increase customer retention.
Goal: To reduce churn rate for auto renew customers.
Research Question: Which approach to customer relationships will produce the lowest churn rate?
Test Design: Change in messaging approach.
Experiment ID: N/ARecord Location: MarketingSherpa Case Study LibraryCompany: Symantec
Case Study: Background
Case Study: Background
Read more: marketingsherpa.com/symantec
Case Study: The customer
Read more: marketingsherpa.com/symantec
• B2C users of the Norton digital protection suite of products.
• For this campaign, Symantec was specifically targeting auto-renewal customers.
Case Study: Customer pain points
Read more: marketingsherpa.com/symantec
• Customers are increasingly concerned about threats and the threat landscape as data breaches are picked up by media –Target, Sony, etc.
• Though they are aware of the threat, they are not educated on it and not sure how to best protect themselves.
“[Customers are] becoming increasingly aware of threats and the threat landscape, especially as more and more high-profile data breaches, hacks and threats swarm the media."
Solange DeschatresGlobal Sr. Manager, Content Marketing
Strategy & Storytelling, Symantec
Case Study: The challenge
Read more: marketingsherpa.com/symantec
Like most security companies, Norton’s creative and marketing has historically relied on threats and fear.
"We promote breaches and attacks and the need to protect oneself from cyber criminals. I think as a marketing challenge, this tends to disassociate the
customer from the brand.”
Sherri Chien, Director of Content Strategy & Storytelling,
Symantec
Case Study: Campaign
Read more: marketingsherpa.com/symantec
• Symantec wanted to create the “stickiness” of a real relationship between brand and customer.
• Humanized the relationship between Norton and auto-renewal customers by offering empowering content that would educate customers instead of just messaging that would scare them.
• Built out a new cyber Norton Lounge – designed to be the digital equivalent of a frequent flyers lounge – that moved away from messaging that preyed on customer fears and went toward messaging that allowed customers to associate Norton with living their digital life with confidence.
Case Study: The Norton Lounge
Read more: marketingsherpa.com/symantec
“Living Well Online”
Case Study: Fear vs. Customer-empowerment
Read more: marketingsherpa.com/symantec
“Living Well Online”
“A Computer is a Weapon”
Case Study: The winner
Read more: marketingsherpa.com/symantec
“Living Well Online”
• Auto-renewal churn decreased by 3% with the new messaging approach.
• Per Symantec, each 1% increase in retention rate is equal to $15 million in net annual revenue.
• $45 million in annual net revenue derived from the Norton Lounge.
Case Study: The winner
Read more: marketingsherpa.com/symantec
“Living Well Online”
• Auto-renewal churn decreased by 3% with the new messaging approach.
• Per Symantec, each 1% increase in retention rate is equal to $15 million in net annual revenue.
• $45 million in annual net revenue derived from the Norton Lounge.
“It is better to light a candle than to curse the darkness.”
– Eleanor Roosevelt
1. The most effective marketing campaigns leverage value rather than cost to generate buying momentum. Our goal is to draw the customers toward value, rather than push them away from cost.
2. The most effective marketing campaigns focus on the impact of action, rather than the result of inaction. Our goal is to create positive (not negative) momentum in the psychology of our customer’s.
Key principles
Does fear-based marketing work?
91% increase in downloads
Experiment: Which life insurance messaging will win?
Version B
Version A
Honor Deborah with a Tribute donation to CaringBridgeand you’ll help even more people surround each other with love and support when its needed most.
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CaringBridge Needs Your HelpMake Sure Deborah is Not Alone This Holiday Season
Your contributions to Deborah’s journal this year made sure that they never felt alone. Your tax-deductible donation in Deborah’s honor will make sure that CaringBridge continues to bring hope and healing to those who need it most.
Donate Now
Version BVersion A
31% decrease in donations
Experiment courtesy of our friends at NextAfter.com
Experiment: Which illness-based messaging will win?
Experiment: Which child safety messaging will win?
Headline A
Does a sexual offender live your neighborhood?
Identify Registered Sex Offenders Living Near You
34% increase in conversion
Headline B
Experiment: Which child safety messaging will win?
Headline A
Does a sexual offender live your neighborhood?
Identify Registered Sex Offenders Living Near You
34% increase in conversion
Headline B
Experiment: Which child safety messaging will win?
Headline A
Does a sexual offender live your neighborhood?
Identify Registered Sex Offenders Living Near You
34% increase in conversion
Headline B
“Empathy is the essence of the marketer's intuition. Empathy enables the marketer
to identify with the market and experience its desires.”
– Flint McGlaughlin
Review of Key Principles
1. The most effective marketing campaigns leverage value rather than cost to generate buying momentum. Our goal is to draw the customers toward value, rather than push them away fromcost.
2. The most effective marketing campaigns focus on the impact of action, rather than the result of inaction. Our goal is to create positive (not negative) momentum in the psychology of our customer’s.
#WebClinic
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