Today’s consumers want brands that understand their needs, their priorities, and their values. In fact, 72% of consumers will only engage with your marketing content when the messaging is personalized to them. This is why empathetic marketing is more urgent than ever. When you can build communications campaigns that connect on a personal and emotional level with your audiences, you build long-lasting trust in your brand. But how can you know who your target customers really are, and craft communications and marketing campaigns that capture their attention?
Consumer insights can make your communications strategy ten times stronger. Through qualitative and quantitative research that’s customized for your brand and your industry, you can gain an intimate understanding of your audience and build a strategy especially for them. Danielle Sherman, vice president of communications and media at Material, and Natalie Kay, senior public relations director for Frontline Education, share key strategies and discover real-life examples of how leading companies have built insights-driven marketing campaigns that foster empathy and connection.
As vice president of communications and media at Material, Danielle Sherman partners with communications clients to offer end-to-end content strategy consultation across every campaign touch-point. Danielle has collaborated with some of the nation’s leading public relations agencies and marketing and communications specialists to develop messaging, insights, and strategy that have launched and supported hundreds of B2C and B2B campaigns. Prior to Material, Danielle worked at PR agencies big and small, with clients in the beauty and grooming, lifestyle, family, entertainment, and fashion industries.
Natalie Kay, senior public relations director at Frontline Education, is a seasoned communications strategist with more than 15 years working in all dimensions of brand communications—from earned media to advertising, from social content to influencer engagement, from website strategy to search and digital marketing. With a deep expertise in public relations and issues and crisis management, Natalie has elevated profiles and built or rebuilt reputations for brands such as DuPont™, FMC Corporation, QVC, PNC Bank, Simon Property Group, and Villanova University. She approaches every communications challenge as an opportunity to engender trust using a three-pronged rubric: strategy, content, engagement.
Amy Balliett is the senior fellow of visual strategy at Material. She is also the CEO and founder of Killer Visual Strategies, a Material company and an industry-leading visual communication agency that designs and executes communication and content marketing solutions for Fortune 1000 clients. Balliett is a thought leader in visual communication, and has spoken at more than 175 conferences around the globe, including SXSW, Content Marketing World, Adobe MAX, and SMX Advanced. She is also a teacher at Seattle’s School of Visual Concepts, a LinkedIn Learning instructor, and an accomplished public and corporate speaker. She is the author of Killer Visual Strategies: Engage Any Audience, Improve Comprehension, and Get Amazing Results Using Visual Communication, which was named one of Porchlight's Best Business Books of 2020.