How we define family has evolved quite a bit over the years. We now recognize that families are as diverse as the makeup of society as a whole. But as much as some things have changed, others have not. Family, however it’s defined, is still one of the most important connection points in our lives. Because of this, making decisions pertaining to our families remains one of our most significant, stressful and challenging responsibilities.
Compared to deciding what shoes to buy, where to eat dinner and which streaming service to sign up for, making decisions about their family’s education, health and finances can be overwhelming for many people. The stakes are so much higher. The good news is, there are solutions out there for just about every situation. Families just need to know where to find them. That’s where we come in. Our years of experience in this space have given us both insight and inspiration into how we communicate our client’s value to families.
Below are some key takeaways that help show parents and families your understanding of their pressing needs and empathy for the pressure they feel to make the right decision.
Embrace all families
We understand families are diverse and unique. As such, we look to represent all variations in our visuals as well as the language we use. Stereotypes are avoided at all costs, and we stay clear of any themes that may seem disparaging to one group or another. That doesn’t mean we keep some rigid checklist that everything we touch must adhere to. It just means we thoughtfully consider the target we are trying to reach and ensure our work embodies their experiences and feels authentic. If we do our job right, they will be able to relate to our message in a way that resonates with them and motivates them to learn more.
Deliver heavy topics lightly
As mentioned before, decisions people make regarding their family can be very significant. They can even be quite serious at times. And while we would never want to make light of these situations, we do want to set a tone that doesn’t heighten any stress or anxiety people may already be feeling. We do this by keeping the work simple, bright and even fun when appropriate. This comes to life in the colors, music, images and message we use to help set their minds at ease. Illustrations are also a good option to use at times when tackling more sensitive subjects. They allow us to cover certain themes without appearing exploitative or insensitive.
Use your own assets
One of the best ways to make your work more effective in the parent and family marketing space is to capture your own photography and video instead of relying on stock. Not only will these assets feel more authentic, they will also be more unique to you and be more meaningful to your audience. Seeing your facilities, products and people will give your audience a clearer picture of what you have to offer and provide a more accurate representation of the experience they can expect.
Be honest and empathetic
An important element to earning trust from parents and families is to speak honestly and with great empathy. We do this by showing parents and families we understand their needs and telling them how our clients can help. A big part of this is doing research, gathering insights from it and then using those insights to inform the work. Adhering to these steps helps the work ring true with the audience and feel more like caring than selling.
Understand generational impact
The work we do in this space is so rewarding because of the impact it can have, not just for those we’re reaching today, but for generations to come. In many instances, we’re speaking to parents and families from underserved communities. From education and charitable organizations to health and financial services, choices made today can have ripple effects into the future. Creating work that meets your audience where they are and speaks to them in a way that resonates can help build a strong affinity for you and your brand.
Focus on emotional benefits
Maybe more than any other demographic, parents and families look for emotional benefits when choosing a solution. Their decisions often come down to how they feel. Knowing a school’s tuition is one thing. Feeling your child will be safe, happy and successful is a whole other level. Research plays a big part here. How you say something may be just as important as what you say. And the images you show can make powerful connections when they are authentic and honest. Telling relatable stories, capturing real testimonies and providing unwavering transparency will go a long way in building trust with this audience.
