©2018, Colleen Eakins DesignEmpathy in Marketing Explained
Stereotypically, when a person says that they are in marketing, other’s reactions usually steer towards the side of ‘they are just trying to sell me stuff’. Well, in essence, yes, but there is a major point that is left out in that thought. Marketing professionals need to connect with their target audience on certain emotions that invoke the need for that specific product or service. Being able to use empathy in your marketing campaigns can keep loyal consumers and convert new.
Empathy, according to Merriam-Webster, is the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner.
In other words, put yourself in someone else’s shoes to fully feel how a certain experience has affected them and how you would feel if the same thing happened to you. Do not just feel only sorry or pity for them, as that is only sympathy.
Roadblocks
In today’s world, there is so much ‘noise’ that a user can choose to block out, just by the click of a button. Creating an immediate response and connection from a post or video to draw in your audience is crucial to achieving the company’s goals.
Look through your own personal news feed and you will find your peers looking for advice and solace through the computer and cell phone. Businesses in today’s world must recognize that in order to reach the end user, human connection must be made without complete human interaction.
You may also find that the audience you are trying to connect with, finds that you are capitalizing on a serious issue or that somehow your company was the first and only to experience such a hardship. This can flare up during times of political, economic, societal instabilities. Marketers must be sensitive to the external circumstances that can deeply effect how your consumers view the issue combined with your brand.
How can your business break down the roadblocks of today’s powerhouse digital medium?
Do:
- Ensure your company has a goal for the marketing campaign that adheres to your brand standards.
- Fully understand the wants and needs of your audience before developing the campaign.
- Use true emotions in your marketing collateral – you are a person with your own experiences, use that advantage.
- Teach and inspire through all tactics (videos, posts, etc.) as this will invoke the truest emotions from your audience.
Don’t:
- Have more than one goal for your campaign, this will confuse your audience on the brand’s sincerity.
- Lecture, as empathy will be taken for preaching.
- Use blatant calls to action, as your audience will need to take from their own experiences and find the underlying message. An obvious CTA (call to action) will deter from the emotions trying to be pulled from the audience.
- Try to fit empathy in to a generalization, everyone feels and experiences differently. Remembering this can help maximize channels and strategy in your campaign.
Examples of Empathy Campaigns
Hyatt Hotels Corp.
Hyatt’s campaign, since its launch in 2017, as centered on the understanding that their employees are people, too. That Hyatt employees care and are willing to make to make the human connection as it feeds in to everyone’s happiness while staying at the hotel. This seems like a no-brainer, as everyone is a person and should have a level of compassion and empathy to help others.
Dove
For years, Dove has led the way in evoking emotions from their audience that every person can resonate it with. Their ‘Real Beauty’ campaign launched in 2013 and Dove, even though just a toiletries company, has found a way to generate authenticity of the social issue of self-esteem that runs deep in the heart of all. They have found a way to make a simple soap help others feel good in their own skin.
23andme
As a newcomer to the ancestry discovery market, 23andme had to find a way to distinguish itself from the market leader. Instead of just finding out more about who you are and where you come from, it was taking those results and using them to truly discover a deeper meaning of your heritage. Traveling to develop a connection with those regions visited, helps guide oneself to know how you can recognize each aspect of your background. When we travel, we want to see and experience – to live. 23andme was able to develop a deeper meaning to seeing the world – it was seeing and understanding yourself within a larger community.
At Colleen Eakins Design, we are ready to help assist in bringing your campaign to life. We will identify with your strategy to develop creative that will bring out the emotions and reactions needed from your audience base. Contact us today to get started!
I received my Bachelors in Marketing and Certification in the Pastry Arts. I have managed a wide array of printed and digital marketing needs.
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design