Mad Men and Emotional Marketing

I started watching the show Mad Men this season. With all of its critical acclaim and the fact that I’m a marketing professional, I felt the need to check it out. I did and it’s a great show. From a business perspective, I love that they repeatedly talk about doing things differently in their agency. They look pass the product and focus on creating an emotional connection with the buyer. While that may be easier with the consumer brands that their agency represents on the show, I’m a big believer that all marketing—including B2B promotions—should seek to evoke an emotional response from its audience. B2B buyers are driven by emotional factors including trust, relationships and desired outcomes, just like consumers.

While we live in a world of constant innovation, emotionally there are very few surprises any more. This completely changes how we approach marketing. Straightforward messaging is considered boring and expected—regardless of how earnest and strong your value proposition is. Standing out in our cluttered, information obsessed world comes from either a strong emotional connection, exceptional creativity, shock value or all three.

No doubt, if I ask you to think of a favorite or memorable ad, marketing piece or TV commercial, you can easily come up with one. Now think of why you like it. Then ask yourself what is your impression of the company.

Depending on the emotional connection, marketing can win you over, change your opinion or turn you off. Therein lies the power, as well as the responsibility of your agency. Make sure you hire one that understands your market, your business and shares your values. As you’ll see on Mad Men, emotional marketing can be a powerhouse in driving your business and your brand—just make sure it takes you in the direction you want to go.

Posted By: Renee Yeager