Creating Emotional Connections – One Customer at a Time

Driving Emotional Connections in the Customer LifecycleJessica Vogel

“The pace at which customers increase their share-of-wallet intent is dramatically increased when there’s an emotional connection.”

- Andy Frawley

Emotional marketing is the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations.

Dell - Internal Use - Confidential4

Logical responses require cognitive effort but emotional responses are automatic

“The very point of choice is arguably always based on emotion”*

*http://bigthink.com/experts-corner/decisions-are-emotional-not-logical-the-neuroscience-behind-decision-making

Rational benefitsappeal to logic/reason such as functional benefits: – Performance – Cost– Structure/Order – Outcome– Sensibility– Efficiency

Emotional benefits appeal to the feeling caused by the functional benefits, done consciously or unconsciously. – Power– Achievement– Security– Self-improvement– Joy– Status– Style– Pride

Rider: The conscious, verbal, thinking brain

Elephant: The automatic, emotional, visceral brain

The Happiness Hypothesis, Jonathan Haidt


Purchases are driven by personal value and emotionInsights• People are up to 5 times more

likely to purchase based on an emotional response* (over time).

• Within marketing we often focus on rational arguments and business value, but customers are driven by emotions and personal value.

• Purchasing is emotional due to heightened personal risk, especially due to losing time, credibility, employment. The greater the personal risk, the more buyers attach to brands that can eliminate it.

* Andy Frawley, Igniting Customer Connection

Business Value Personal Value• Functional benefits• Business outcomes

• Professional benefits (e.g., promotion)

• Social benefits (e.g., popularity)

• Emotional benefits (e.g., confidence)

n= 3,0 0 0 .Source: CEB/Motista Survey; CEB analysis.a Familiarity, consideration, p reference, purchase, repeat purchase, p remium payment, internal advocacy, ex ternal advocacy.

Perc

enta

ge

Lift

0%

25%

50% 42.6%

21.4%


Generally speaking, transactional marketing messages are heavily focused on rational value

Insights

The majority of transactional messages tend to be focused on transactional offers using rational messaging.

Lack of usage of emotional messaging does not differentiate on a personal level or build loyalty.

Recommendations

Audit current messaging & integrate more emotional messaging, placing greater emphasis on personal value, focusing on emotions that resonate with your organization, for ex:

Leverage content like video, ratings & reviews, awards & case studies

– anticipation– joy– trust

– security– social proof

BuyRational

(Product Value)Emotional

(Personal Value)Loyalt

y


Dell Computer Commercial

“Dave, you heard about the new initiative. It’s about cost cutting…”

“Smart move, Dave. We could use you in accounting. Call me!”

“…with Dell, everything’s more flexible … and that cuts costs…”

Emotional ValueDell Latitude E6000 Premier Business Laptops Commercial

Logical/Rational Value

“For go-anywhere productivity, rely on the Latitude E6000 series of business-class laptops.”

“…designed to meet every task across the entire company…

“…deploys quickly and securely to keep your company moving in the right direction.”

Emotional marketing in action at Dell

https://www.youtube.com/watch?v=-DS7dMfrWDc&feature=youtu.be


Recent Dell US Commercial test proves theory that emotional messaging makes an impact.

Unemotional Messages

V1 - Control V2 - Emotional

Control headline

generated 0.00% of total

clicks

Test headline generated

12.50% of total clicks

Version Headline

Version 1; control Migrate and modernize your IT now.

Version 2; emotional

The clock is ticking. Don’t sacrifice your time by waiting. Start migrating now.

Insights

Lifts – Open Rate = 13%– Unique CTR = 18%– Unique CTOR = 35%

*statistical significance was not reached due to volume

It is important to appeal to consumers' emotions when crafting marketing messages.Copywriting should accomplish two goals: it should make consumers feel something & it should make them act on those feelings.


Dell’s brand voice formula

your audience

in a meaningfulway

them how Dell can help


Key to empower internal stakeholders with both an understanding of the importance of emotion along with specific guidelines and examples for internal usage.

Copywriting tips

Source:http://www.entrepreneur.com/article/205240

10 common emotional triggers:

Fear1.

Guilt2.

Trust3.

Value4. Belonging

5.

Competition6.

Instant gratification

7.

Leadership

8.

Trend-setting

9.

Time10.


Applying emotion to transactional marcomRational

Migrate and modernize your IT now

Shop now for secure, reliable technology for your business

Accelerate data center transformation

Two day sale. major savings ahead ▶

$250 savings on PCs + free tablet offer

Get Windows 10 PCs - delivered tomorrow

EmotionalThe clock is ticking. Don’t sacrifice your time by waiting. Start migrating now.

Give your office that new technology smell.

Big savings you’ll be proud to share with your boss

Your family will thank you. Great tech at amazing prices. ▶

Don’t be the last to know | Palm-sized desktop? Believe it.

Fall in ♥ with Windows again

An Evolution:Bringing Emotion into the Visual DNA


Develop a visual identity centered around emotional connectionThe Manifesto: Like everyone, we have people who inspire us.

The only difference is we have a few more than most.Millions in fact.All doing amazing things, big and small, with our technology.Inventing, processing, designing, and organizing better worlds.Or just better afternoons.And we love that.Whether it’s day-changing or life-changing.We’re just excited to be a part. It’s half the reason we do what we do.The other half?Hoping that we might inspire them, too.Dell. We love your work.


New visual identity will roll out the emotional connection across all touchpoints.The concept drives strong favorability and perceptions of Dell as a maker of modern technology

• Drives strong shifts in brand perceptions, with the strongest consumer shift in “new and interesting technology” (SB varies)

• Top brand personality traits are Creative, Innovative and Modern

The concept drives strong interest and makes majority of respondents like Dell more

• People feel very positive about the idea that Dell celebrates what people do, suggesting the “We love your work” message should be strengthened whenever possible


Recent Lifecycle Marketing emotional messaging

What if a company could use math and science to auto-generate marketing messages for us?