Purpose Driven Marketing

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

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.
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THE RISE OF PURPOSE DRIVEN MARKETING
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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.
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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.
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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.
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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”.
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THREE PURPOSE DRIVEN BRANDS?
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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.
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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.
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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.
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KEYS TO PURPOSE DRIVEN MARKETING
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FIVE KEYS TO PURPOSE DRIVEN MARKETING
1. Defining Purpose
2. Reinforcing The Brand's Core Benefit
3. Serving People With Brands
4. Insights On People
5. The Big Idea
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1. 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..."
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2. 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..."
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3. SERVING PEOPLE
The 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 .
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4. 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..."
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5. 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.”
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PURPOSE DRIVEN MARKETING STRATEGIES
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1. Find something meaningful and relevant.
2. Make it part of the business rather than a campaign
3. Start from the inside-out.
4. Develop a partnership.
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1. 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.
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2. 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.
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3. 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.
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4. 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.
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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.)
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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).
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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.
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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.
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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.
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PURPOSE DRIVEN MARKETING STATISTICS
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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
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 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
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PURPOSE DRIVEN COMMUNICATION
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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.
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PRINCIPLES OF PURPOSE DRIVEN
COMMUNICATION
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COMMUNICATION
1. BE STRATEGIC:
Create and follow a roadmap
that aligns communication
plan with the goals of
strategic plan.
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COMMUNICATION
2. BE FOCUSED:
Focus communication on one
cause, one mission, and one
purpose; and share one
purpose with one voice.
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COMMUNICATION
3. BE MEANINGFUL:
Ensure that the values and
corresponding actions align
with the motivations that give
followers and stakeholders a
reason to believe in our cause.
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COMMUNICATION
4. BE INSIGHTFUL:
Embrace data as a means to
telling our story and
gaining greater insight into
the outcomes of the
mission.
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COMMUNICATION
5. BE INSPIRING:
Share 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.
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COMMUNICATION
6. BE ENGAGING:
Listen as often as we speak, in
order to learn what the
community and our
stakeholders expect of us.
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COMMUNICATION
7. BE SOCIAL:
Be ambassadors for the cause,
and recognize that every
interaction is an
opportunity to build
relationships.
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COMMUNICATION
8. BE GRATEFUL:
Express gratitude to the
stakeholders, remembering
that their support – and our
recognition of that support –
is meaningful to them.
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COMMUNICATION
9. BE TRUSTWORTHY:
Seek accountability and
transparency, acting and
speaking in a manner that is
consistent with the values,
character, and the culture.
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COMMUNICATION
10.BE POSITIVE:
Choose words well, for they
will motivate people to
follow, donate, advocate,
and believe in our cause.
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COMMUNICATION
11.BE POWERFUL:
Believe that our cause is
meaningful, and act in the
belief that it has the power
to change the world.
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COMMUNICATION
12.BE COURAGEOUS:
Dream big dreams, and have
the courage to change and
adapt in order to make
these dreams a reality.
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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.
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SOCIAL WEBSITES
Facebook
Twitter
Pinterest
Daily deals
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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.
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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.
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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.
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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.
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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.
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 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.
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 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.
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 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.
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 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.
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 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.
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 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.
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 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.
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 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.
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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.
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Purpose Driven Marketing

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