Session: Empathic Marketing in the Age of a Pandemic
Walking the line between selling your products and services and recognizing the delicate state of the economy is truly a balancing act. Even companies that have experienced a boon for what they have to offer have also struggled with finding the right tone and words to target existing and new customers. What does it mean to truly understand your customers during a time of prolonged crisis? How do you navigate the murky waters of needs for safety, security and shelter versus the creature comforts and impulse buys that drove the economy of yesterday? This session will provide advice and strategies for small to mid-size corporations on centering your marketing in empathy in the age of a pandemic.
Jessica Hartley is the Vice President of Strategy for Instrument, a digital product and innovation company headquartered in Portland, Oregon. She’s an experienced digital and corporate strategist with 19+ years of experience in collaborating with clients to leverage digital and innovation to transform their businesses by putting people at the center of future experiences.