Years ago, I had a new business meeting with a highly qualified prospect. The meeting went well and I felt confident we would close the deal. My sales tactics were precise: I asked the right questions, listened attentively to the client’s need, and prepared an ideal plan for the second meeting.
He didn’t buy it.
Months later, while driving to work, I noticed a city bus cross the street in front of me while I waited at a stoplight. The bus was wrapped with that prospect’s logo. I called immediately and set an appointment. We had coffee the next week during which time I learned that he invested the money in the bus wrap because he enjoyed seeing the same bus each day, wrapped in his logo, on his regular route to work. It made him “feel good” to see it each day. This advertising purchase was driven by the client’s personal emotion.
Emotion drives many of our choices in our personal and professional lives. It is very difficult to separate emotional triggers to make the best media buying decision when trying to reach target audiences. Too often, personal preferences, relationships with salespeople, or fondness of particular vendors carry too much influence in the final decision about how to advertise effectively. In my prospect’s case, his regular commute to work influenced a buy that did very little to get his message in front of the correct audience.
The evolving digital media world has become the best place to target your desired audience. Advanced media buying software has created an environment that allows us to make purchases automatically against highly accurate data segments. Nuanced algorithms place priority to targeted consumers with the correct data profile allowing the highest value audience to be reached at the most cost-effective price point.
The world of advertising has changed dramatically, but emotions still play a role.
The prospect mentioned at the beginning of this post was right to integrate emotion into the equation, but his placement was off. Rather than allowing his emotion to drive his decision for the final purchase of the bus wrap, he should have developed an emotion-driven message he could place in front of the right audience. In his process, emotional placement was reversed.
As you look to make decisions as a buyer or guide your clients as a partner, remember where you should place the emotion: in the message. Use the other tools available to make sure the right people are seeing it.
Author: Branden Miller, Director of Agency Relations @ Coegi