February kicks off the Insure Your Love life insurance marketing campaign. Put together annually by the non-profit organization Life Happens, Insure Your Love connects to sentiment surrounding Valentine’s Day in an effort to raise awareness about the value of life insurance products.
Each year brings a new approach to the Insure Your Love campaign. Over the years we’ve seen everything from a tear-jerking father/daughter scene to more uplifting (yet just as powerful) videos of a couple with their newborn baby and other tender family moments. The common thread to these videos is the way in which they resonated with the audience. They made a connection. This sort of content is the heart of emotional marketing. When we, as viewers, see these experiences unfold in front of us, we can’t help but internalize them. This can make emotional marketing a powerful tool.
What Is Emotional Marketing?
Emotional marketing refers to marketing efforts that tap into real human emotions and can be one of the most effective ways to capture consumer attention and leave a lasting impression. Content aimed at eliciting an emotional reaction – be it sadness, happiness, fear, anger, nostalgia, etc. – can inspire people to act. The more impactful the content, the more significant the action. We see this play out all the time on social media every time someone shares a meme, story, or video. Whether the content is funny, political, sad, or motivational in nature, it impacted that person enough that they wanted to share it with friends and family. If they hear a song or watch a show that hits close to home, they buy the album or binge-watch the series. The point is, they respond to your call to action.
This also applies to marketing and advertising. If your content makes an emotional connection with consumers, they are more likely to remember your brand, follow your social media channels, and/or take the time to read more about your services. All of these are forms of engagement that can ultimately result in landing a new client.
Making the Connection
Emotional marketing can be an effective vehicle to promote the importance of life insurance. Content that leans heavily on very real, familiar scenarios that directly connect to our personal lives. The emotional reaction is genuine, the impression left is long-lasting, and the message is powerful enough to inspire action.
While the Insure Your Love campaign is exclusive to February, the concept is evergreen. So, next time you’re brainstorming for your next marketing effort, think about those things that would inspire action on your behalf. Chances are that your target market feels the same way.
Share the Love
This year, IAMS is sharing the love with a special Valentine’s Day gift for our friends out there. Instead of flowers and candy, we’re offering our Insure Your Love marketing kit. The kit includes:
- Customizable Life Fact Finder
- Life Insurance Overview Packet
- Social cards for Facebook, LinkedIn & Instagram
Click below to request your Insure Your Love marketing kit today.