Purpose Driven Marketing

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This is a presentation about purpose driven content marketing. Here we will talk about strategies, policies, technology and role of purpose driven companies.

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MARKETING FOR PURPOSE DRIVEN COMPANIES:

MARKETING FOR PURPOSE DRIVEN COMPANIES The Role, Strategies, Techniques & Examples

WHAT IS PURPOSE DRIVEN MARKETING?:

WHAT IS PURPOSE DRIVEN MARKETING? Purpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests — including interest in supporting a worthy cause. Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved. 2

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THE RISE OF PURPOSE DRIVEN MARKETING 3

HISTORY OF PURPOSE DRIVEN MARKETING?:

HISTORY OF PURPOSE DRIVEN MARKETING? Historically , "Marketing 1.0" was a product-focused enterprise born of the Industrial Revolution, and "Marketing 2.0" was a customer-focused effort leveraging insights gained from information technology, and now with “Marketing 3.0”,  Philip Kotler came to confirm that marketing's latest incarnation must engage people in ways that provide " solutions to their anxieties to make the globalized world a better place ". It is a given fact that consumers believe companies have obligations beyond making money for their owners.  In fact, it is getting more difficult for a company to connect with customers and prosper if it does not stand for something more than its financial bottom line.  4

THE TREND SETTERS:

THE TREND SETTERS The concept of cause-related marketing was first introduced in 1983 by American Express to describe its campaign to raise money for the Statue of Liberty’s restoration. American Express donated one cent to the restoration every time someone used its charge card. As a result, the number of new cardholders grew by 45%, and card usage increased by 28%. Nowadays, there is an increasing number of companies introducing marketing activities involving corporate efforts of business and non-profit organizations for mutual benefit . The market is seeing a flooding number of new collaborations between corporates and NGOs in which their respective assets are combined to create shareholder and social value. 5

WHY PURPOSE MATTERS?:

WHY PURPOSE MATTERS? We are in the midst of a major change in how and why consumers connect with brands: Values will be as important as functional benefits. A point of view will be as important as a point of difference. Building and facilitating communities will be as important as broadcasting to mass audiences. Meaningful brand actions will be paramount to building authentic, genuine relationships with audiences and shareholders. 6

A PURPOSE DRIVEN ENTERPRISE:

A PURPOSE DRIVEN ENTERPRISE Beyond sales, becoming a purpose-driven enterprise is sound business and brand strategy. CMOs and CEOs are embracing higher purpose. In  ”IBM’s global CMO survey”  last year, one of the three major findings was that CMOs believe an organization’s character – how it behaves – is as important as the products/services that it sells. As Unilever’s Paul Polman states : “ This is a great time for brands which can provide a beacon of trust for consumers. These days, CEOs don’t just get judged by how well their share prices are doing, but by what impact they are having on society”. 7

THREE PURPOSE DRIVEN BRANDS?:

THREE PURPOSE DRIVEN BRANDS? 8

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WHAT YOU NEED TO KNOW? 9

YOU NEED TO KNOW…:

YOU NEED TO KNOW… Authenticity : It is important not to over think what your purpose is. Your purpose doesn’t have to be overly unique, but it must be true.  Authenticity resonates with consumers and shows the fabric that the company is built with.  True wins every time. 10

YOU NEED TO KNOW…:

YOU NEED TO KNOW… Motivation: Staff will be motivated to get more involved if they believe that are making a difference and doing something good, instead of just making money for the company. Purpose driven marketing unifies your marketing, sales, and customer service efforts, which instantly simplifies your social media marketing efforts in a ever-complex marketing world. 11

YOU NEED TO KNOW…:

YOU NEED TO KNOW… Take-Action: Plan what you going to do, and do it.  Embrace your defined purpose, whatever it may be, educate and inform business staff and leadership and go.  Make use of new technology, new consumer expectations and growing social challenges. 12

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KEYS TO PURPOSE DRIVEN MARKETING 13

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING Defining   Purpose Reinforcing The Brand's Core  Benefit   Serving  People With Brands Insights  On People The Big Idea   14

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING DEFINING  PURPOSE "It starts with each brand defining its purpose. We expect every one of our brands to be guided by a purpose that defines how it uniquely touches and improves lives. We think of it as the soul of the brand..." 15

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING REINFORCING THE CORE  BENEFIT "...And that purpose springs from and reinforces the essence of the brand's core benefit. So at the end of the day, while people will buy into a purpose, they buy a benefit..." 16

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING SERVING  PEOPLE T he great thing about a purpose is that it can open up new possibilities to deliver that benefit to consumers. It means shifting our mindset from marketing to serving. That means changing from marketing  to  people - so we get them to do what we want them to do which is buy our products  . 17

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING INSIGHTS  ON PEOPLE  "It also means thinking of who we serve as people. when we focus on serving people, we're forced to gain a deeper understanding about their whole lives and give them what they want to make their entire life better . Deep human insights represent universal human truths, motivations and tensions that must be solved. And from these insights we create big ideas..." 18

FIVE KEYS TO PURPOSE DRIVEN MARKETING:

FIVE KEYS TO PURPOSE DRIVEN MARKETING THE BIG IDEA  "Big ideas are the currency of our industry. Big ideas have to lift the entire brand and make it relevant in people's lives . Big ideas that our so engaging and surprising that they invite people to participate in our brand communities. he key is that people become personally associated with the brand and the become loyal members of the community, and even ambassadors .” 19

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PURPOSE DRIVEN MARKETING STRATEGIES 20

PURPOSE DRIVEN MARKETING STRATEGIES:

PURPOSE DRIVEN MARKETING STRATEGIES Find something meaningful and relevant . Make it part of the business rather than a campaign Start from the inside-out . Develop a partnership . 21

PURPOSE DRIVEN MARKETING STRATEGIES:

PURPOSE DRIVEN MARKETING STRATEGIES FIND SOMETHING MEANINGFUL AND RELEVANT. A business must evaluate whether or not the social cause is truly something they believe in and are passionate about as a corporation. Ask yourself if your brand purpose, in relation to the charitable cause, is clearly defined, meaningful, and aligned with the core values of your business . 22

PURPOSE DRIVEN MARKETING STRATEGIES:

PURPOSE DRIVEN MARKETING STRATEGIES MAKE IT PART OF THE BUSINESS RATHER THAN A CAMPAIGN Brand purpose should not be treated as an afterthought or a campaign. It should be fully integrated and central to the organization's corporate social activities and have long-term business objectives . 23

PURPOSE DRIVEN MARKETING STRATEGIES:

PURPOSE DRIVEN MARKETING STRATEGIES START FROM THE INSIDE-OUT. It is essential that everyone within your organization understands and embraces the brand purpose. This means finding causes employees are passionate about, encouraging them to volunteer and utilizing their expertise so they feel they are making a difference . 24

PURPOSE DRIVEN MARKETING STRATEGIES:

PURPOSE DRIVEN MARKETING STRATEGIES DEVELOP A PARTNERSHIP. This must be considered a long-term relationship, so regular contact, meetings and close collaboration is required. Charities will know their cause better than you ever will and can provide valuable information about how to best incorporate your efforts across different marketing campaigns. 25

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THE REAL WORLD EXAMPLES 26

REAL WORLD EXAMPLES:

REAL WORLD EXAMPLES UBER’S CAMPAIGN: Taxi-alternative provider, Uber, does cause-based content marketing well. Its  ” Mothers Against Drunk Driving campaign ”   is a perfect example. For the July 4 weekend, Uber promoted a unique discount code that, when redeemed, resulted in a $1 donation to MADD ($10 for new customers.) 27

REAL WORLD EXAMPLES:

REAL WORLD EXAMPLES NESTLE CRUNCH’S CAMPAIGN: Nestle Crunch’s   ”Let’s Get Her to Camp  campaign” tells the business tale (Girl Scout-branded candy), does good for others (donations to send girls to camp), and encourages customers to further the story for a chance to win themselves (evangelization of customers). 28

REAL WORLD EXAMPLES:

REAL WORLD EXAMPLES E-CYCLE CAMPAIGN: e-Cycle, the leading wireless buyback and recycling company, partnered with Autism Speaks, the world’s leading autism science and advocacy organization, to launch  ”Reuse and Recycle for Autism Speaks”, a philanthropic wireless recycling campaign. The three-month campaign began in Autism Awareness month. 29

REAL WORLD EXAMPLES:

REAL WORLD EXAMPLES UNILEVER’S SUSTAINABLE LIVING PLAN : Unilever’s Sustainable Living Plan has become a benchmark for enlightened marketing. Will achieving the targets it sets out also drive an increase in your products’ market share? Keith Weed ( Unilever's chief marketing Officer) says, Our brands have an exciting and fundamental part to play in our sustainable growth agenda. They are used by 2bn consumers a day and are in homes all round the world. 30

REAL WORLD EXAMPLES:

REAL WORLD EXAMPLES P&G CAMPAIGN FOR MOMS :  The campaign P&G produced for the Vancouver Olympics, “P&G. Proud sponsor of moms” was beautifully executed across traditional and digital channels of media, the centerpiece being a series of television spots. P&G positioned its enterprise brand to make life better for moms (purpose) with all of its products (the benefits: clothes are cleaner, the diapers keep the baby drier, prevent cavities, etc . 31

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PURPOSE DRIVEN MARKETING STATISTICS 32

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS Edelman’s  “Good Purpose Study,”  released in 2012 and covering a five-year study of consumers worldwide shows : 47 percent of global consumers buy brands that support a good cause at least monthly, a 47 percent increase in just two years . 72 percent of consumers would recommend a brand that supports a good cause over one that doesn’t, a 39 percent increase since 2008 33

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS 71 percent of consumers would help a brand promote its products or services if there is a good cause behind them, representing a growth of 34 percent since 2008 73 percent of consumers would switch brands ifa different brand of similar quality supported a good cause, which is a 9 percent increase since 2009 34

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS 35

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS 36

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS 37

PURPOSE DRIVEN MARKETING STATS:

PURPOSE DRIVEN MARKETING STATS 38

MARKETING ROLE:

MARKETING ROLE

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PURPOSE DRIVEN COMMUNICATION 40

PURPOSE DRIVEN COMMUNICATION:

PURPOSE DRIVEN COMMUNICATION Leaders recognize that it’s critical to communicate with clarity—with your team, your customers, and your community. Whether your organization represents a meaningful cause, or it’s a business that wants to align profit with purpose, you must resolve to express your values in every aspect of design, marketing, and communication. The 12 resolutions of The Cause Manifesto are practical principles that flow from the strategic, inspirational, relational, and aspirational dimensions of communications. 41

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION Be Strategic Be Focused Be Meaningful Be Insightful Be Inspiring Be Engaging Be Social Be Grateful Be Trustworthy Be Positive Be Powerful Be Courageous 42

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE STRATEGIC: C reate and follow a roadmap that aligns communication plan with the goals of strategic plan. 43

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE FOCUSED: Focus communication on one cause, one mission, and one purpose; and share one purpose with one voice. 44

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE MEANINGFUL: E nsure that the values and corresponding actions align with the motivations that give followers and stakeholders a reason to believe in our cause . 45

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE INSIGHTFUL: E mbrace data as a means to telling our story and gaining greater insight into the outcomes of the mission . 46

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE INSPIRING: S hare truthful stories that appeal to the mind, and speak to the heart; these stories will communicate how the cause inspires us – and our advocates – to action . 47

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE ENGAGING: L isten as often as we speak, in order to learn what the community and our stakeholders expect of us. 48

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE SOCIAL: B e ambassadors for the cause , and recognize that every interaction is an opportunity to build relationships. 49

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE GRATEFUL: Express gratitude to the stakeholders, remembering that their support – and our recognition of that support – is meaningful to them. 50

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE TRUSTWORTHY: S eek accountability and transparency, acting and speaking in a manner that is consistent with the values , character, and the culture . 51

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE POSITIVE: Choose words well, for they will motivate people to follow, donate, advocate, and believe in our cause. 52

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE POWERFUL: B elieve that our cause is meaningful, and act in the belief that it has the power to change the world. 53

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION:

PRINCIPLES OF PURPOSE DRIVEN COMMUNICATION BE COURAGEOUS: D ream big dreams, and have the courage to change and adapt in order to make these dreams a reality. 54

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ONLINE PRODUCT MARKETING 55

ONLINE PRODUCT MARKETING:

ONLINE PRODUCT MARKETING If you want to sell and promote your products online in your spare time at home, there have never been a greater number of places to promote or even sell your products online. Some of these platforms work well alongside your main website, some have replaced the need for an ecommerce site entirely and work as a standalone solution for Internet-based sales and promotion . 56

SOCIAL WEBSITES:

SOCIAL WEBSITES Facebook Twitter Pinterest Daily deals 57

SOCIAL WEBSITES:

SOCIAL WEBSITES FACEBOOK: Facebook is a site many of you should be familiar with. One of the most effective ways of selling products if you can make it work is to be active on Facebook. Sharing news, connecting with fans, throwing competitions and persuading your fans to share information is great for getting your product in front of the right eyes. 58

SOCIAL WEBSITES:

SOCIAL WEBSITES TWITTER: Twitter is another popular social site you can use to increase sales and promote products. Once you have a number of followers, you have people who are interested in your brand or your products and you can promote any new products or information to this audience. If they like what they see then there is a good chance that they will then share the information you tweet with other followers.  59

SOCIAL WEBSITES:

SOCIAL WEBSITES PINTEREST: Pinterest is a relatively new platform that has exploded onto the scene lately. The whole platform enables users to create theme focused boards to which they can pin images to from across the web. Considering the ease of creating a new pin and the number of people who use and are willing to re-pin things they like, it can be great for exposing your products and website to a whole new crowd. 60

SOCIAL WEBSITES:

SOCIAL WEBSITES DAILY DEALS: There are quite a few daily deal sites around nowadays, the most notable being  Groupon   and Living Social . These sites are centered on offering consumers great deals on products, gifts and holidays based on a certain number of people purchasing. If companies choose to use the platform for promotion, they can create a lot of sales in a fairly short period of time and also increase the awareness of the brand.  61

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS Shopify Big cartel Google shopping results Product videos Reviews Ebay Email Free products Remarketing 62

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS SHOPIFY Shopify is a complete ecommerce and hosting platform that allows you to set up your own shop, selling whatever you like without having to attempt to build your own site or to spend lots of money getting this done. You can easily build your store and customize it as you like and there are various pricing solutions available to you to suit your needs.  63

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS BIG CARTEL Big Cartel is much the same as Shopify however it is mainly aimed at clothing designers, jewelry makers, bands etc. This solution offers full customization of the sites and does not take a percentage of the sales generated through the site which makes it a good solution for smaller, independent, from home-based businesses. 64

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS GOOGLE SHOPPING RESULTS If you are actively selling products online, one great way of promoting the products is to get them listed to display on the Google shopping results. These results are sometimes displayed on the Google search results pages for various product queries. It can be a great way to gain more business and send more traffic to your website. 65

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS PRODUCT VIDEOS The power of videos is still largely underestimated. There is a huge audience on sites like YouTube and other similar platforms where people are likely to search for products and related reviews. If you create some well thought out, informative and good quality videos, you may be able to capture the attention of an audience that previously might not have found you. 66

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS REVIEWS Reviews can help send traffic to your site, they can also persuade someone to make a purchase once they arrive. There are various ways in which reviews can be utilized for your benefit. Firstly you can make sure you are listed on the many external review sites so happy customers can find you if they wish to comment on a good experience, some examples include Review Centre and The best of. 67

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS EBAY Ebay is still a great way to sell products online. You can run an Ebay shop alongside your other sites and methods of selling products. It will cost you a bit more for the privilege of using the Ebay platform, but it will help get your products in front of more people, especially as it has millions of users. 68

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS E-MAIL Even though email is a comparatively old technology within the internet world, it can still be a great way to build awareness of new products to existing and new customers. Usually if someone has given you their email, they are already interested in your products. This gives you a chance to entice them with special offers or highlight to them products that they might like. 69

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS FREE PRODUCTS: Everyone loves to get something for free; this can be a useful way of gaining new customers. There are various ways of doing this; some platforms enable the user to get the free item if they enter their email or if they send a Tweet to their Twitter followers. Free products can easily lead to organic promotion if done successfully and gain you long term customers.  70

ALL IN ONE PLATFORMS:

ALL IN ONE PLATFORMS RE-MARKETING: Remarketing will create a list of visitors to your website and is able to track them with a cookie. Once you have built up a list, these people can be targeted with ads on other websites they visit. As they have previously visited your website, you can be fairly confident that they are interested in your products.  71

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CONCLUSION 72

CONCLUSION:

CONCLUSION Purpose-driven marketing is challenging, especially when developing the strategy internally. Analyzing one's own customers and competitors and then recognizing the necessary changes are professional skills that are developed over time and with experience in many different markets. In this ever-changing marketplace, business leaders are constantly coming up with new ideas to innovate or improve a business; yet, realistically, a business gets only a few shots to make that big change. Create a common goal through a common purpose—you won't have to worry about missing out on your last opportunity for success. 73

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