Markets are conversations, marketing takes a day to learn and a lifetime to master. As perfectly quoted by Benjamin Franklin, “Either write something worth reading or do something worth writing about.” It’s not just about what’s accurate from the perspective of the growing of a business, but it’s also what’s appropriate for the customers and society. And as the brands scale, those priorities can change.
In the present scenario, everyone wants to be perceived as though they’re part of something substantial. They’re piloted to connect, to bloom, and to make a difference. Customers are ardent about their causes and they love the proposition that your brand has one, too. That’s the substructure of purpose-driven marketing.
- The best way to use purpose-driven marketing to reach your audience is to target a cause that has meaning to them. With Nestle Crunch’s “Let’s Get Her to Camp” campaign deepens the connection their customers have to their brand, as their largest audience is parents who want to be able to give their children the best.
- Purpose-driven marketing doesn’t just impact your customers. It also redefines your business as a whole. For example, Unilever beliefs are that you cannot have a healthy business in an unhealthy society. So, they decided to address issues affecting individuals and society and brought down the campaign of sustainability in the eyes of whys.
- In the recent election of Lok Sabha, companies like Levi’s, P&G, Western Union encouraged consumers to vote. Similarly brands like Uber and Ola at some places offered citizens free ride credits to get to the polls. This purposeful move to encourage employees and consumers to vote shows how brands are taking action to display social responsibility.
Purpose marketing encourages companies and brands to be trailblazers in their respective industries. In a world where marketing has become white noise for most products, there’s a simple mantra about recognition and i.e. to be heard, let’s work smarter, not louder.