ENTR4800 Class 8: Marketing Considerations

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Theory: What are the unique marketing challenges that social enterprises face?

Practice: How have social enterprises applied marketing principles in the real world to market their social venture?

http://www.socialentrepreneurship.ca/entr4800

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ENTR4800 Class 8: Marketing Considerations

  1. 1. ENTR 4800: Social Entrepreneurship Class 8: Marketing Considerations Monday, November 8, 2010 1 Instructors: Norm Tasevski (norm@socialentrepreneurship.ca) Karim Harji (karim@socialentrepreneurship.ca)
  2. 2. © Norm Tasevski & Karim Harji
  3. 3. © Norm Tasevski & Karim Harji Agenda •  B Corporation •  What did we learn – Last Week? •  Guest Speaker – John Packer (Idea Workshop) •  Marketing Considerations for Social Enterprise •  “Live Case” – Jon Packer •  What did we learn – Today? •  Next Week 3
  4. 4. © Norm Tasevski & Karim Harji Last Week – What did we learn? 4
  5. 5. © Norm Tasevski & Karim Harji Jon Packer 5
  6. 6. Marketing for Social Enterprises… 6
  7. 7. © Norm Tasevski & Karim Harji A caveat… 7 “Social Media” “Social Enterprise”
  8. 8. © Norm Tasevski & Karim Harji A Second Caveat… Marketing! 8 Sales!≠!
  9. 9. © Norm Tasevski & Karim Harji Where does Marketing Fit? 99
  10. 10. © 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) 10
  11. 11. © Norm Tasevski & Karim Harji Social Marketing 11 Deliver Satisfaction Realize Aspiration Practice Compassion ProfitAbility ReturnAbility SustainAbility Be Better Differentiate Make a Difference Individual SocialEnterprise Mind Heart Spirit Mission (why) Vision (what) Values (How)
  12. 12. © Norm Tasevski & Karim Harji Examples of Social Marketing… 12
  13. 13. © Norm Tasevski & Karim Harji Another Example of Social Marketing…
  14. 14. © Norm Tasevski & Karim Harji 14 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…
  15. 15. © Norm Tasevski & Karim Harji Another Example of Cause Marketing… 15
  16. 16. © Norm Tasevski & Karim Harji Sustainable Marketing…
  17. 17. © Norm Tasevski & Karim Harji Sustainable Marketing…is tricky…
  18. 18. © Norm Tasevski & Karim Harji Sustainable Marketing Toolkit Checklist 1!
  19. 19. © Norm Tasevski & Karim Harji Sustainable Marketing Toolkit Checklist 2!
  20. 20. © Norm Tasevski & Karim Harji Sustainable Marketing Toolkit Checklist 3!
  21. 21. © Norm Tasevski & Karim Harji Sustainable Marketing Toolkit A Sample Decision Tree!
  22. 22. Marketing Considerations… 22
  23. 23. © Norm Tasevski & Karim Harji Conventional & Unconventional Marketing 23
  24. 24. © Norm Tasevski & Karim Harji Wheel of Marketing Misfortune 24
  25. 25. © Norm Tasevski & Karim Harji Insight Led, or Trend Driven? 25
  26. 26. © Norm Tasevski & Karim Harji Social Media… 26
  27. 27. © Norm Tasevski & Karim Harji …be careful! 27
  28. 28. © Norm Tasevski & Karim Harji Going Viral 4 C’s of Community! 28 •  Content •  Context •  Connectivity •  Continuity
  29. 29. © 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) 29
  30. 30. © Norm Tasevski & Karim Harji Social Impact vs. Price vs. Quality 30
  31. 31. © Norm Tasevski & Karim Harji 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 31
  32. 32. Break 32
  33. 33. © Norm Tasevski & Karim Harji The Investment Pitch… 33 Source: Peter M. Evans (MaRS Advisor)
  34. 34. © Norm Tasevski & Karim Harji The Investment Pitch… 34 Source: Peter M. Evans (MaRS Advisor)
  35. 35. © Norm Tasevski & Karim Harji “Live Case” – Jon Packer 35 •  Pitch your idea! •  Identify marketing strategies for your social venture
  36. 36. © Norm Tasevski & Karim Harji What did we learn? 36
  37. 37. © Norm Tasevski & Karim Harji Next Week •  Speakers: –  Cheryl May, Skills for Change –  Diane Popovski, Canadian Youth Business Foundation –  Gwen Hughes, Canadian Youth Business Foundation •  Deliverable – Considerations for your Venture (Marketing, Operational, HR and Legal) •  Readings 37

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