Include Empathy in Your Marketing

 Being an empath, it’s hard to understand how others operate.  And those who are not empaths probably don’t understand how I operate. 

Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference, that is, the capacity to place oneself in another's position.   This is difficult for some individuals to wrap their minds around…and even more so for businesses and corporations to incorporate into their marketing strategy.  In today’s world, it is essential to not just appear empathetic but to showcase your company’s empathy toward everyone – your customers, in particular.

Your business should employ empathy marketing at all times – not just today.   During a global pandemic, the last thing any company or brand should be doing is thinking about themselves and their profit margins without concerning themselves with the wellbeing of the public.

Yes, it is important for businesses to continue to succeed, to be able to retain and pay their employees, to keep their workers safe, and to move forward during this crisis. But an unexpected result of this global pandemic is that it is challenging businesses to innovate and evolve.

Event companies are creating virtual events, doctors are chatting with patients online, restaurants are sharing their recipes so people can make their favorite dishes at home, Zoos are sharing a behind the scenes look at the animals, museums are creating online learning programs to keep kids engaged, and people are attending drive-in raves.

Empathy marketing shows consumers that businesses not only care about their customers but they also understand and can relate to them.

So how do you market your brand with empathy?

Stop the Presses: Scheduled Marketing Campaigns
The first step for many large brands who have scheduled their advertising campaigns for the next quarter, or more, is to pause those advertising campaigns - if you can. Each time a consumer sees an ad for something being sold as if it is pre-pandemic will rub consumers the wrong way.

Be Creative: Plan a New Marketing Campaign
Decide if you are going to repurpose your existing marketing campaigns or create entirely new ones. To truly create an empathy marketing campaign, starting from scratch is likely the best option. You don’t want consumers to recognize cuts from previous ad campaigns and infer that the brand just changed some words around.

Don’t Be a Dick: Don’t Take Advantage of People During This Crisis
It might sound like common sense – at least to an empath - but it has to be said because it can be a real problem. Having a COVID-19 sale, or showing off how your company is still succeeding during the crisis is disrespectful and will turn people off to your brand.  Pushing something like a vacation getaway or something that is not essential will turn those off who were laid off or are struggling to make ends meet.

Delete That Old B-Roll: Visuals and Positioning
Try to keep any visuals or messaging in line with what experts (experts like your doctor, the CDC, local hospitals, etc) are recommending. Showing old footage of people shopping in your store without a mask or gathering in groups without social distancing – demonstrates that your company is out of touch with the times. Reinforce what the experts are saying like staying at home, wearing a mask, and washing your hands.  And highlight how your business is adapting to these new norms.

Be Inspiring: Give People Hope and Show How Your Brand Can Help
Hope is a powerful thing, especially when people feel like all hope is lost. Instead of being an alarmist or focusing on the negative, focus on the positive, and tap-in to your brand’s human side. People will feel more connected to your company and your brand if they feel like you actually understand and want to help them.

Start by giving people the tools they need to survive this pandemic. Try to find ways to bring your product or service to consumers in the most convenient and safe manner possible. And how can you save families money?  How can you provide a fantastic experience for minimal cost? How you do this will leave a lasting impact on customers well after the pandemic is over.

Empathy Marketing Isn’t Just for Pandemic Times

The only thing constant is change, right?  Businesses need to take note – everyone needs to be willing and able to adapt to the times.  Perhaps the most important marketing lesson COVID-19 has reminded us of…is that customers should always come first.  With so much loss in the world right now – time with friends and extended families, jobs, life – how your business approaches its messaging, outreach and all-around marketing strategies should address reality while offering hope in the form of a solution. If your company is not ready to embrace empathy marketing in times like these, don’t expect customers to embrace your company when the pandemic becomes a part of history to which we hope will never be repeated.