How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
- Part 1 How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
- Part 2Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Show Notes
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02:14Emilys background in marketingEmily's journey began in finance before she transitioned to marketing, collaborating with top global enterprises like Penguin Random House and SAP. Later, she and her husband established their own marketing company.
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03:45Patagonia's approach to empathyPatagonia understands the core values of its consumers and tailors all of its marketing communication and campaigns to appeal directly to those values. This approach goes beyond interests and psychographics to connect with customers on a deeper emotional level.
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07:57Aligning marketing with consumer valuesMany companies often confuse their brand purpose with their customers' values, leading to self-focused marketing efforts. To truly connect, it's crucial for companies to invest in understanding their customers' values so their marketing can speak directly to those values.
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12:12The difference between North Face and Patagonia from a marketing perspectiveThough both companies are in the same sector with similar products, they diverge in consumer values. Patagonia's customers prioritize environmental responsibility, loyalty, and meaningful experiences, while North Face's base values creativity, self-expression, financial security, and possessions.
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16:23The significance of aligning marketing communication with consumer valuesPatagonia publishes books and posted an author event on social media that didn't incorporate any of their customer values. However, when Patagonia took that same post and layered consumer values like experiences into it, engagement increased by over 5%.
Quotes
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"Studies show that the more empathetic marketers believe they are, the worse they do at predicting their customers' emotional responses." - Emily Lyman
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"Once companies do the work to understand what the values of their consumers are, then they can rework their marketing to speak to it. But they can't do it if they're self-focused on the brand." - Emily Lyman
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"Patagonia's social media post about an author event lacked alignment with customer values. However, by infusing values like thrill and exploration, engagement increased by over 5%." - Emily Lyman
- Part 1 How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
- Part 2Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Up Next:
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Part 1How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
Emily Lyman, CEO at Branch & Bramble, explores how empathy-based marketing increases engagement and fosters deeper brand-audience connections. Empathy-based marketing goes beyond product features, delving into human emotions and values. Patagonia, for example, doesn't merely sell outdoor gear; it aligns with values such as sustainability and adventure, fostering a sense of belonging and movement among its customers. Today, Emily discusses how Patagonia increased traffic through empathy-based marketing.
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Part 2Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Emily Lyman, CEO at Branch & Bramble, explores how empathy-based marketing increases engagement and fosters deeper brand-audience connections. While horse racing has a long history as a popular sport, it has faced criticism related to issues of horse welfare and integrity in the sport. However, efforts like Branch and Bramble's campaign are aiming to renew its image and showcase the positive aspects of the sport. Today, Emily discusses why influencers are becoming racehorse owners.
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