Organic%20marketing
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http://www.lscu.coop/content/download/66214/767688/file/Organic%20Marketing.pdf
Transcript of Organic%20marketing
your expectations?
a new era – product to purpose
a new consumer – me to we
the blueprint for engagement
mint gum, is mint gum
a new era
“Any customer can have a car painted any color that he wants…”
We have pink ones!
Commoditization One word:
com·mod·i·ty :obsolete: quantity, lot
: a good or service whose wide availability
typically leads to smaller profit margins and
diminishes the importance of factors (as brand
name) other than price
: one that is subject to ready exchange or
exploitation within a market <stars as
individuals and as commodities of the film
industry — Film Quarterly>
-Merriam-Webster
All products/services are assumed to be equal – values are the new differentiator
Pair Up Neighbor Nudge
• Nudge your neighbor and share
with them the most important
thing you just heard in the last
few minutes
• Group share
Source: BBMG
“…58% of our sample felt that
„companies are only interested
in selling products and services
to me, not necessarily the product
or service that is right for me.”
Alterian: Brands at Risk Report
consumers don’t trust you
quick question…
Apathy Advocacy
a new consumer
Edelman: Citizens Unite: Good Purpose Study
Edelman: Citizens Unite: Good Purpose Study
Edelman: Citizens Unite: Good Purpose Study
?
How many times do they say “I”
and “we”?
Source: BBMG, The Age of Co Creativity
Source: BBMG
Source: BBMG
Source: BBMG
Core Values
Source: BBMG
Source: BBMG
Group Up
Examine the six New
Consumer
Characteristics.
Brainstorm strategies
to align your values
with theirs.
• Start with Why • Illustrate an Idea worth believing in • Have a unique Perspective • Articulate Authentic • Invite Collaboration and Co-Creativity • Communicate Cause • Share ingredients
Start with Why
Why
How
What
http://www.ted.com/talks/simon_sinek_how_g reat_leaders_inspire_action.html
Groups (3-5)
1. You are a credit union
marketing team
2. Identify your Why | How | What
3. Craft two separate value
propositions:
1. A “what” value proposition
2. A “why” value proposition
Illustrate an Idea worth believing in – and
bigger than you…
Follow Along
How many times does Apple
mention a product feature or
benefit?
Have a unique Perspective
Group Up | Brainstorm
Kotex found a unique messaging
perspective – what‟s yours?
http://www.youtube.com/watch?v=PoIO2ze8GS4&feature=plcp
Invite Collaboration and Co-Creativity
Source: BBMG
70,000 ideas in 1 year
Articulate Authentic
…A study of 27 national brands from Princeton
University and The Relational Capital Group
found that consumers build loyalty to brands in
the same way that they do other people,
instinctively judging and building commitment to
them based on their warmth and competence.
…In addition, two specific elements of brand
warmth, “is honest and trustworthy” and “acts in
the customer’s best interests,” were far more
effective at building brand loyalty than all other
competence elements combined.
– Princeton University and Relational Capital Group
Communicate Cause
http://www.youtube.com/watch?v=P2XLp_
UYLLo
34% OF CONSUMERS AGES 18-29 HAVE
PURCHASED SPECIFIC PRODUCTS OR
SERVICES SIMPLY BECAUSE THEY LIKED THE
SOCIAL OR POLITICAL VALUES OF THE
COMPANY…
Brass Media and Pew Research Center
When choosing between two brands
of equal quality and price…
social purpose continues to rank as
the number one deciding factor for
global consumers above design,
innovation and brand loyalty
Edelman Good Purpose Study
?
What is the differentiating value
proposition offered by Firefox?
What part of their message
resonates with New Consumers?
First year sales targets in three weeks: •Sold out of top 15 styles in 4 weeks •20,000 person waitlist •No ads/no marketing…but powerful PR and WOM
“Between 2010-2011, we grew 500%.We were successful because of doing something unexpected, having a coherent story, and ultimately…doing good.”
Share better ingredients
the blueprint
• Start with Why • Illustrate an Idea worth believing in • Have a unique Perspective • Articulate Authentic • Invite Collaboration and Co-Creativity • Share better Ingredients
Groups
1. Divide blueprint
strategies up
2. Brainstorm how you can
leverage this idea with
New Consumer current
and prospective
members
3. Group share
“We do not live in the information age anymore, nor do we live in the age of knowledge. We've gone hurtling past that. Once everybody has information and knowledge, it's no longer a competitive advantage. We now live in the age of the idea.”
Source: Kevin Roberts
Thank You!
Remember it…articulate it…demonstrate it…
