Marketing For Social Good
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Marketing For Social Good

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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 ...

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.

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Marketing For Social Good Marketing For Social Good Presentation 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.
    • We’re subject matter specialists, tuned-in to our global community of marketing and design experts.
      • We help individuals and organizations increase their marketing potential through flexible staffing solutions and customized consulting services.
      • Our agents are focused on a single marketing or design discipline ensuring both talent and clients a dedicated resource that speaks their language.
      • We’re agents without borders – reaching all corners of the earth through technology, local touch points, and international presence.
    • Contact us
      • aquent.com
      • 877 227 8368
  • Good Marketing: Marketing for Social Good September 29, 2009 Nancy A. Goldstein Chief Strategist Compass (x) Strategy View slide
    • A brand strategy and marketing firm dedicated to propelling growth for socially and environmentally responsible businesses.
    View slide
  • 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 Social Enterprise Designed for Good Cause Marketing Corporate Foundations Not For Profit
  • 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
    • [email_address]
    • www.compassxstrategy.com
    • @compassx