EMPATHETIC MARKETING AND HIGH-QUALITY IMAGERY
We’re avid fans of hot marketing trends and there’s one trend in particular that we’re especially fond of: empathetic marketing. If you haven’t heard of it, here’s a rundown.
EMPATHETIC MARKETING
AND HIGH-QUALITY IMAGERY
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WHAT MAKES SOMETHING BETTER IS CONNECTION – DR. BRENÉ BROWN
According to Merriam-Webster, empathy is the act of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experiences of another.
In other words, empathy is the act of putting yourself in someone else’s shoes and fueling a connection between your brand and your customers.
We’re sure you’ve noticed a lot of brands shifting gears to make stronger connections by using empathy. It isn’t a recent shift, but it’s becoming more noticeable.
Take Loretta for example, Google’s tear-jerking Super Bowl LIV ad. Google used a specific point-of-view to tell a personal story that resonated with audiences everywhere. Not to mention, it was based on the true love story of a Google employee’s grandfather.
Why were people so enamored with this commercial? Because while it was selling a product, it was marketed in a way that spoke to the viewers’ emotions, experiences, and personal lives. Google combined the well-known act of remembering loved ones with the new wave of technology, spoke to younger and older generations in terms of tech use, and presented the world with an ad that tugged at the heartstrings.
WHEN EMPATHY MET MARKETING
Empathetic marketing isn’t limited to videos. There are a variety of mediums that can share the same message, including high-quality imagery. A picture speaks thousands of words, right? Right. They also kickstart emotions (Hello, museum artwork!).
When using high-quality imagery, it becomes apparent to your viewers that you care about your brand. BTW, We mean high-quality in every sense of the word: the quality of the image, the subject of the image, the placement of the subject, the lighting, the context, and everything in between.
More so, using high-quality imagery to affect the emotions of your customers will not only build a bridge of connection, but it will show your customers (and potential customers!) that you are not just a company trying to sell a product. Marketing with empathy falls in line with humanizing your brand.
OUR HOMEBUILDER PARTNERS
We partner with some of the nation’s top homebuilders. Obviously, they build homes and communities that they then sell. But if you look past the surface, that’s not at all what they’re actually doing.
Our partners are building homes and communities that will affect the future of thousands of people. Every wall that goes up, window that gets installed, and roof that gets sealed will create the foundation for a family that will spend their most valuable years in the home.
When you look closer, it’s not just selling a home. It’s selling a future. It’s creating a bond between the homebuilder and the homebuyer. It’s not just providing them with a home, but sharing the experience and emotions of buying a home with them.
OUR CONSUMER PRODUCT PARTNERS
Looking at the big picture of the customer journey, we know our job is to assist our partners in building a connection between their brand and their customers. To do so, the key component is trust. When customers trust their products, trust within their brand comes naturally.
Building trust comes from brands that empathize with their customers and understand the reason behind needing their products. Creating captivating content that draws in their audience is one thing, but creating an extension of their feelings is the key to successful empathetic marketing.
When we’re creating high-quality imagery for our partners, our goal is to help them connect with their audiences. We focus on small details of imagery that leave a lasting impact on the end-viewer, putting ourselves in their shoes.
LET US HELP YOU CONNECT
WITH YOUR CUSTOMERS.