Kristi Faulkner - Womenkind
In this episode, my guest is Kristi Faulkner of Womenkind, a marketing communications company focused on branding and marketing to a women’s audience. Kristi is a very insightful person, very passionate about bringing empathy to advertising and marketing and removing stereotyping from that.
This was a really fascinating interview where we talked about topics ranging from the stereotypes in the conservative advertising industry, why brands need to be empathetic in marketing and even shaving legs!
Listen to the podcast to find out how these are related.
Listen to the Podcast
Key points and take-aways from this episode with Kristi Faulker:
- Women’s sensibilities, brought to marketing, make a big difference. Gender stereotypes don’t work any more!
- Listening to your target audience in an empathetic way gives you a great perspective on their needs
- The counterpoint to empathy is indifference. Audience/clients will treat you the way you treat them. In today’s noisy world, you need to earn attention!
- Empathy and gratitude- showing appreciation to audience’s point of view- are needed to earn client’s/audience’s attention.
- Womenkind's core value is their deep curiosity about a product, a service, a company and their target.
- Many big brands have a “blind spot” - where they totally miss the mark in communicating with women. They don’t understand or look for how women relate to a brand. Womenkind have a great tool - Blind Spot Benchmark.
- Women are expecting more of brands and unless companies, address their blind spots and communicate with women in a way they want to be communicated with, they’ll suffer as a result.
- Brands that claim they “give empowerment” or “give confidence”, are really demeaning their audience - Individuals empower themselves and have confidence from within. There is no product that “gives” this.
- A super-tight creative brief enhances the creative process enormously and encourages innovation. A problem well stated is partially solved! Also, have a standard by which to judge the solution.
- Innovators need to be able to tell a story - educating the buyer on why this is a problem and your vision on why this is the ideal solution. Storytelling creates empathy.
The Buzz - Our Innovation Round
Here are Kristi's answers to the questions of our Innovation round. Listen to the interview to get the full scoop.
- #1 thing to be more innovative – Be curious and REALLY listen.
- Best thing for new ideas – Be curious and listen. Curiosity is the greatest thing anyone can have to be innovative.
- Favourite tool for innovation / productivity – List making. Making a list every day liberates us from thinking and worrying about our daily tasks and somehow allows us to think of more creative things to do.
- Keep project / client on track – Be a constant listener to clients and team. Regularly checking in and communication will keep us aware of what’s going on.
- Differentiate – Celebrate your uniqueness and be confident about it. Own who you are and your experiences; value what you have and believe in it.
To Be a Leader
First, stay focused on your mission and try not to be distracted; rather, nurture your ideas and don’t leave them behind. Second, listen to others’ input but come back to your heart.
Kristi suggested Anthony Howard, an expert in Human-Centered Leadership and the CEO of The Confidere Group, for me to interview on a future InnovaBuzz podcast.
So Anthony, keep an eye on your inbox, for an invitation from us to the InnovaBuzz podcast, courtesy of Kristi Faulkner
Cool things about Kristi
- She has produced multimedia campaigns for blue chip clients nationally and globally.
- She is a founding partner of Gender Fair, an independent, third-party verification company that actively supports women’s equality – as employees, as customers, as citizens.
- She is a director of Essentially, a company that develops strategies to help health and wellness brands attract, engage, and retain the health-minded audience with a proven consumer-focused approach built on empathy and authenticity.