indev308 class 7 - marketing considerations for social enterprise

INDEV 308: Introduction to Social Entrepreneurship

Class 7: Marketing Considerations

Monday, June 20, 2011

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Instructors: Norm Tasevski (norm@socialentrepreneurship.ca) Karim Harji (karim@socialentrepreneurship.ca)

© Norm Tasevski & Karim Harji

© Norm Tasevski & Karim Harji

Agenda

•  B Corporation •  Marketing Considerations for Social Enterprise •  What did we learn – Today? •  Next Week

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Marketing for Social Enterprises…

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© Norm Tasevski & Karim Harji

A caveat…

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“Social Media”

“Social Enterprise”

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A Second Caveat…

Marketing!

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Sales!≠!

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Where does Marketing Fit?

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© Norm Tasevski & Karim Harji

Some Definitions •  Social Marketing is the systematic application of marketing, along with other concepts

and techniques, to achieve specific behavioral goals for a social good. –  The primary aim of social marketing is "social good", while in "commercial marketing" the aim is

primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.

Wikipedia

•  Cause Marketing (or cause-related marketing) is a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to (1) create shareholder and social value, (2) connect with a range of constituents (be they consumers, employees, or suppliers), and (3) communicate the shared values of both organizations.

Jocelyn Daw (Marketing Consultant) –  Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a

specific donation that is tax deductable, while cause marketing is a marketing relationship generally not based on a donation.

Wikipedia

•  Sustainable Marketing is the process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria: (1) customer needs are met (2) organizational goals are attained, and (3) the process is compatible with ecosystems.

Donald Fuller (Sustainable Marketing Consultant) –  Sustainable Marketing encourages the process of innovation by turning the marketing process into

an experimental, iterative process that has close ties to the customer. Individuals and interactions on a daily basis are important. Customer Collaboration over customer transactions. Responding to change over blindly following a plan.

Ivan Storck (founder, SustainableWebsites.com)

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© Norm Tasevski & Karim Harji

Social Marketing

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Deliver Satisfaction

Realize Aspiration

Practice Compassion

ProfitAbility ReturnAbility SustainAbility

Be Better Differentiate Make a

Difference

Individual

Soc

ial Ente

rprise

Mind Heart Spirit

Mission (why)

Vision (what)

Values (How)

© Norm Tasevski & Karim Harji

Examples of Social Marketing…

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© Norm Tasevski & Karim Harji

Another Example of Social Marketing…

© Norm Tasevski & Karim Harji

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Examples of Cause Marketing…

One of the first…

1983 – American Express & the Statue of Liberty Restoration Project

2006 – Bono & Product (Red)

Another…

2010 – Pepsi & the Refresh Project

Most Recently…

© Norm Tasevski & Karim Harji

Another Example of Cause Marketing…

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© Norm Tasevski & Karim Harji

Sustainable Marketing…

© Norm Tasevski & Karim Harji

Sustainable Marketing…is tricky…

© Norm Tasevski & Karim Harji

Sustainable Marketing Toolkit Checklist 1!

© Norm Tasevski & Karim Harji

Sustainable Marketing Toolkit Checklist 2!

© Norm Tasevski & Karim Harji

Sustainable Marketing Toolkit Checklist 3!

© Norm Tasevski & Karim Harji

Sustainable Marketing Toolkit A Sample Decision Tree!

Marketing Considerations…

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Conventional & Unconventional Marketing

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Wheel of Marketing Misfortune

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Insight Led, or Trend Driven?

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Social Media…

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…be careful!

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Going Viral 4 C’s of Community!

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•  Content

•  Context

•  Connectivity

•  Continuity

© Norm Tasevski & Karim Harji

Marketing Considerations Specific to Social Enterprise…

•  Communicating the social benefit alongside the product – how much do you weigh the social impact vs. price vs. product quality?

–  One can dilute from the other

–  This is a big problem for social enterprises (e.g. doing good means that quality sometimes isn’t there)

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© Norm Tasevski & Karim Harji

Social Impact vs. Price vs. Quality

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Other Considerations…

•  Using marketing as a Feedback Mechanism

–  It is not just the marketing that you are putting out, but it is what your customers are feeding back to you that matters

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Break

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© Norm Tasevski & Karim Harji

The Investment Pitch…

31 Source: Peter M. Evans (MaRS Advisor)

© Norm Tasevski & Karim Harji

The Investment Pitch…

32 Source: Peter M. Evans (MaRS Advisor)

© Norm Tasevski & Karim Harji

What did we learn?

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