Want to Win Over Wealthy Clients? The 3 Creative Ad Techniques Every Financial Marketer Must Know

Want to Win Over Wealthy Clients? The 3 Creative Ad Techniques Every Financial Marketer Must Know


by Justin Deaville
Managing Director

4 August 2023

Keeping your brand at the forefront of your audience’s minds can feel like a Herculean task. But what if we told you there’s a secret to not just capturing their attention, but also their hearts?

Intrigued? You should be.

For many financial services brands, there is a golden demographic — affluent, middle-aged individuals. With significant purchasing power and retirement on the horizon, they’re the dream audience.

But, they’re not easy to impress.

Traditional marketing messages often fall flat.

So, how do you create that game-changing emotional connection?

This is where creativity in advertising becomes your most powerful tool. And in today’s performance-focused environment, that means Google and Facebook ads.

In this post, we’ll explore three unique, creative approaches that will not only pique your audience’s interest but also resonate with them on a deeper, more emotional level.

From observer to ambassador

So, how do you transform casual observers into devoted customers and brand ambassadors? Let’s look at some evidence.

A 2023 study by the Institute of Practitioners in Advertising suggests advertising campaigns with purely emotional content performed nearly twice as well (31% vs. 16%) as those with only rational content. Furthermore, those that were able to successfully combine emotional and rational elements had a 26% success rate.

But why is there such a significant difference?

Emotions play a pivotal role in our decision-making process. As human beings, we’re wired to make decisions based on how we feel. This is particularly true when it comes to financial decisions, where trust and confidence are paramount.

What’s more, research conducted by System1 consultancy suggests that financial brands don’t easily capture the hearts of consumers. Unsurprisingly, categories such as confectionery, chocolate, and dessert brands tend to be more popular. Whereas financial firms often face the challenge of effective communication due to regulations and red tape.

This highlights the importance for finance marketers to adopt a more emotional approach in their marketing efforts.

But how can this be done effectively?

In Receptional’s new eBook, ‘The Art of Thriving, How to Blend Brand and Performance Marketing in Financial Services’, we outline three suggestions.

Here’s a recap.

1. Incorporate humour

Humour is a powerful tool that can captivate audiences and create a positive brand perception.

Data insights firm Kantar recently reported a steady decline in the use of humour in advertisements.

In 2004, more than half (53%) of ads were funny or light-hearted, or at least attempted to be. Only a third (34%) made any attempt at humour in 2020. Likewise in 2022, only 33% of the ads in the research at Kantar incorporated some form of humour. Interestingly, the same research showed that audiences still want to see humour in ads.

By incorporating humour into creative campaigns, finance brands can entertain, engage, and create memorable experiences for their audience.

Carefully tailored humour can help cut through the noise, evoking emotion, and leaving a lasting impact on consumers’ minds.

2. Infuse positive energy

In marketing, it’s tempting to play on the fear of loss or potential danger. After all, humans are biologically wired to react strongly to threats.

However, when it comes to engaging affluent audiences, we’ve found a positive approach can be more effective. Emphasising the positive benefits of your products and services can help you build a deeper emotional connection with your audience.

When you appeal to your audience’s desires, you tap into powerful emotions such as aspiration, joy, pride, and a sense of achievement.

These positive emotions are closely linked with their personal goals and dreams, which can range from securing a comfortable retirement to providing the best for their families or leaving a legacy.

By showing how your products or services can help them fulfil these desires, you’re not merely selling a product, you’re offering a pathway to a desirable future.

What’s more, research suggests that positive emotions can broaden people’s thinking and inspire them to take action.

A study from the University of Pennsylvania’s Wharton School found content that evoked high-arousal positive emotions like awe, excitement, and amusement was more likely to be shared. This suggests that ads which generate positive emotions can increase engagement, drive conversions, and potentially even boost word-of-mouth marketing.

3. Use fluent devices

In the world of advertising, fluent devices are often unsung heroes. These powerful tools – jingles, mascots, recurring characters, distinctive visual styles – can amplify your message and drive emotional engagement.

Fluent devices work by creating an instant sense of familiarity and recognition. They make your ads more memorable and enjoyable, and over time, they can become strongly associated with your brand, enhancing brand recall.

For instance, think of the catchy jingle in McDonald’s commercials, or the golden arches– these are fluent devices that have become synonymous with the brand.

Fluent devices can take the form of:

Characters – The Churchill dog, the Lloyds Bank horse, the Gold Blend couple

Slogans – “Should have gone to Specsavers”, or Mastercard’s “Priceless”.

The magic of fluent devices goes beyond recognition and recall. When used creatively, they can also evoke a range of emotions in your audience.

They can bring humour, nostalgia, excitement, or a sense of comfort and consistency – all of which can strengthen the emotional connection between your audience and your brand.

For affluent audiences, fluent devices that evoke feelings of trust, reliability, and a sense of shared history can be particularly effective. In financial services marketing, using fluent devices to create a lighter, more relatable image can make your brand feel more approachable.

The key to using fluent devices effectively is consistency.

They should be used repeatedly across your Google and Facebook ads – as well as your other media assets – to create a coherent and memorable brand narrative. With time and consistent use, these devices can become a defining feature of your brand, making your ads instantly recognisable and emotionally resonant.

In short, fluent devices are a powerful means to evoke emotions, build a strong brand identity, and forge a deeper connection with your audience. Don’t overlook them in your creative strategy.

What next?

In the finance sector, engaging your audience emotionally is not just a mere option—it’s a necessity.

As we’ve explored, creative approaches like incorporating humour, infusing positive energy, and using fluent devices can serve as powerful tools to evoke an emotional response from your audience.

But remember, each brand and audience are unique. It’s important you find a strategy that aligns with your brand’s values and resonates with your specific audience.

For financial services brands, this challenge can seem particularly daunting. But with a bit of creativity and an understanding of your audience’s emotional triggers, you can craft Google and Facebook ads that not only capture attention but also drive conversions and build lasting relationships.

To dive deeper into how to successfully blend brand and performance marketing, download our comprehensive eBook: The Art of Thriving, How to Blend Brand and Performance Marketing in Financial Services.

This invaluable resource offers an in-depth look at the strategies and techniques that leading brands are using to thrive in today’s competitive digital landscape.

It’s a must-read for any marketer looking to elevate their brand and connect with their audience on a deeper, more emotional level.

Don’t wait. Take the first step towards transforming your brand’s digital marketing strategy today. Download the eBook, and let’s embark on this journey together. Your audience is waiting.

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