marketing for social good
DESCRIPTION
Surveys consistently report that consumers would choose a brand that "makes the world a better place" over other brands and will pay more for such a brand – even in a recession. How should marketers capitalize on this? Web 2.0 has made it possible for companies to engage with specific communities about relevant causes like never before. However, having a clear strategy is critical to avoid missteps, which can inadvertently undo the good your company is purporting to do. This webcast will address some of the issues that companies face when trying to position themselves as "doing good," as well as provide some solutions and tools to improve your company's ability to market social good successfully.TRANSCRIPT
This Aquent-sponsored webcast with Nancy Goldstein you will learn:
•Why consumers would choose a brand that "makes the world a better place” over others.
•How to avoid missteps, which can inadvertently undo the good your company is purporting to do.
•Solutions and tools to improve your company's ability to market social good successfully.
Aquent is the global marketing and design staffing company.
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We help individuals and organizations increase their marketing potential through flexible staffing solutions and customized consulting services.
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Contact us aquent.com 877 227 8368
Good Marketing: Marketing for Social Good
September 29, 2009
Nancy A. GoldsteinChief Strategist
Compass(x) Strategy
A brand strategy and marketing firm dedicated to propelling growth for socially and environmentally responsible businesses.
Today’s Discussion
• Why do we care about this?
• Useful strategies and tools
• A case study
• Questions
Why Do We Care About This?
Don’t We Have More Important Things To Worry About?
“In Unemployment Report, Signs of a Jobless Recovery” - New York Times, 4 September 2009
“US Recession Over, But Economy Still Weak: Bernanke” - Businessweek, 8/13/09
Actually….
82% say they still are buying green products even during the recession
68% say that in a recession, they would remain loyal to a brand if they support a good cause
*EnviroMedia as reported in Environmental Leader Feb 2009**Edelman Goodpurpose 2nd Annual Study 2008
Actually…. .
Social Good Marketing Takes Many Forms
SocialEnterprise
Designed for Good
Cause Marketing
CorporateFoundations
Not ForProfit
Social Enterprise
Designed For Good
Cause Marketing
Not For Profit
Corporate Foundations
This Is Big Business
•bcorporation.com•2009 IEG sponsorship report
190 organizations across 31 industries
$1B collective revenues
Cause Marketing$1.55B (est) in 2009
+2% vs 2008
*
**
Useful Strategies and Tools
Strategies for Marketing Social Good
• Be Authentic
• Be Targeted
• Focus on what drives decision making
• Listen and Participate
Be Authentic: More Than Just Brand Communications
Doing It Well Didn’t Do It Well
Be Authentic: More Than Just Brand Communications
Be Authentic: More Than Just Brand Communications
Helios House - LA
*USA Today July 30, 2007**AP August 7, 2007
Be Authentic: More Than Just Brand Communications
Helios House - LA
*USA Today July 30, 2007**AP August 7, 2007
“BP gets OK to dump mercury into Lake Michigan”*
“Emanuel, Durbin launch radio ads against BP”**www.protectourlake.com
Targeting
Your Customers
The Influencers
Understand the Purchase Drivers
• What do your customers and their influencers want?
Listen and Participate, But You CANNOT Control the Dialogue
• Face it - you have never really controlled the dialogue…..the only difference is now you know it.
A Case Study
Ford Fusion Hybrid Launch
What Worked
“Ford asked me to test drive the 2010 Fusion Hybrid…”
What Didn’t
“When you say…. what do you mean?”
Questions
Nancy Goldstein
Chief Strategist
Compass(X) Strategy
www.compassxstrategy.com
@compassx