EP 141. Women make a majority of decisions in the home industry. There’s a lot of products and services sold in the home industry from interior designers to manufacturers and retailers. So what marketing and storytelling works best in the home industry? Home expert and agency owner, Ericka Saurit, walks us through her E3 Storytelling Framework. How to differentiate your products and services in a sea of sameness, so you can grow your brand with empathy.
QUESTIONS ANSWERED DURING PODCAST EPISODE
- In what ways can brands in industries outside of home design apply Erica's "E3 storytelling framework" to enhance their marketing strategies?
- Why is it crucial for brands to focus on emotions and stories rather than just images and products according to Erica Saurit?
- Discuss the significance of understanding a client’s emotional needs and background when developing a marketing strategy.
- How does Erica connect the core human emotions of belonging, and being seen and heard, to the storytelling framework for home industry brands?
- Why is it important for brands to align their messaging with ideological beliefs rather than demographic data, as suggested by Marcus Collins?
- What home brands are doing this well? How can brands like Apple, Nike, and Home Depot be seen as examples of effectively connecting with customers through strong ideologies, and what lessons can smaller brands learn from them?
- What unique aspect of Marie Kondo’s ideology makes her framework effective in influencing the home organization space?
- How does Erica's transition from interior design to marketing illustrate the blending of creative and strategic approaches in brand storytelling?
TIMESTAMP HIGHLIGHTS FROM PODCAST EPISODE
- 00:00 Marketing expert Erica Saurit differentiates home industry brands.
- 06:47 Women primarily make home design decisions.
- 11:45 Home decision-making requires emotional storytelling first.
- 15:38 Emotional resonance makes messages memorable and impactful.
- 18:22 Be seen and heard, especially for success.
- 21:55 Marketing strategy for creative service providers.
- 24:28 Clients united by belief, not demographic specifics.
- 30:05 3 brand examples, including Marie Kondo.
- 33:01 Differentiate through beliefs, not style or product.
- 38:12 Insights on emotional connections applicable across industries.
CONNECT WITH ERICKA SAURIT and her SAURIT CREATIVE AGENCY serving home brands & interior designers
- Saurit Creative agency
- Website: https://sauritcreative.com/
- Instagram: https://www.instagram.com/sauritcreative/
- Marketing School for Creatives on Instagram
- Ericka Saurit on LinkedIn
QUIZ: READY TO IMPROVE YOUR CONTENT STRATEGY?
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ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS
Marketing With Empathy® is the podcast for brands that want to target & engage moms. Moms influence or control 85% of ALL household purchases making them a lucrative market to figure out. Join host and 20+ year content expert, Sarah Panus, for ideas that get your products and services into the hands of moms who need them. Top 5% of all podcasts, and member of Marketing Podcast Network.
STOP missing out on this lucrative market. You want to scale to the next level but don't know how to use the power of story to capture the attention of moms. EVEN IF moms aren't your only audience -- they're a critical one to figure out.
Sarah understands how hard it is to juggle all the demands coming at you to drive leads and sales. Clients: Sleep Number, SHEFIT, LegalZoom, American Express, J.Hubler TurfPros, Katie Couric Media, Thrive Global, Nestle Waters, Starbucks, Lindt Chocolate, American Heart Association, Alta Tech, King Technology, Christos Bridal, Western Green, and other small and mid-size brands.
She’s a brand storytelling consultant, podcast host of Marketing With Empathy® (top 5% of all podcasts), Certified StoryBrand Guide, and owner of Kindred Speak® consulting. Sarah works with clients by either doing the work for them through her freelance consulting services; OR, coaching them to think like Editorial Content Directors in one of her online courses. Visit www.kindredspeak.com to learn more.
Photo by Roberto Nickson on Unsplash
