Hot marketing: with emotions to success

Hot temperatures outside, hot topics inside. Three power women - Iria Marques, Julie Claire and Ingrid Wächter-Lauppe presented strong theses on the topic "Emotionnel X Rationnel, re-mixer votre Marketing" and provided evidence that emotions are highly effective in B2B branding.

Iria Marques presented the emotional work of her agency Aressy for hubsafe as well as the work of the Japanese Worldwide B2B Partners agency for Volvo and that of Gelia, the US Worldwide B2B Partners agency in Ohio for CAT, which achieved great success with many heartfelt stories.

Julie Claire of Clear B2B, the UK Worldwide Partners agency, impressed with the campaign for the Toyota Lexus fleet, which uniquely used health analogies to engage customers and achieved a substantial increase in sales with strong impact.

With the emotional campaign for Magirus, Ingrid Wächter-Lauppe proved to the amazement of the international audience that even in such a rational Germany, the repositioning from technical supplier to partner and comrade of the firefighters leads to outstanding success. The claim "Magirus, we are serving heroes since 1842" expresses the new attitude. It has been consistently followed through. It proves itself in offerings such as a community site and an award that recognizes the achievements of these humble heroes and has become an Oscar for firefighters. Even the language in product descriptions and on the website became more human and emotional. View case

The B2B Summit in Paris, organized for the 4th time by ARESSY, the French B2B Worldwide Partners agency, brought together nearly 1000 interested B2B marketeers to discuss the latest challenges, trends and solutions. Read more at btob-summit.com and about Aressy at aressy.com.