Marketing for Good

When you retain a marketing communications firm to help present your business to the public, you’re forming an important strategic alliance. How much you get in return will depend on how much you put into the relationship.

Making the most of the services and expertise your public relations agency offers isn’t difficult, but you have to put forth the effort from the beginning. When you do, you’ll build a productive and successful partnership that should produce positive press and, eventually, increased revenue. There are three main ways to increase your chances of creating a successful and productive partnership with a MarComm agency.
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A man sat at a metro station in Washington DC and started to play the
violin; it was a cold December morning. He played six Bach pieces for about
45 minutes. During that time, since it was rush hour, it was calculated that
a thousand people went through the station, most of them on their way to
work.

In the 45 minutes the musician played, only 6 people stopped and stayed for
a while. About 20 gave him money but continued to walk their normal pace. He collected $32. When he finished playing and silence took over, no one
noticed it. No one applauded, nor was there any recognition.

No one knew this but the violinist was Joshua Bell, one of the best
musicians in the world. He played one of the most intricate pieces ever
written with a violin worth 3.5 million dollars.

This is a real story. Joshua Bell playing incognito in the metro station was
organized by the Washington Post as part of a social experiment about
perception, taste and priorities of people. The outlines were: in a
commonplace environment at an inappropriate hour: Do we perceive beauty? Do we stop to appreciate it? Do we recognize the talent in an unexpected
context?

Read the full story

“Brand identity” is the combination of consistent visual elements that are used in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, or any other professionally designed pieces.

Having a brand identity is extremely important to your business’s success. However, many business owners have misconceptions about brand identities that can damage their businesses. Here are three myths that can bring your business down.
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How strong is your brand?  To test your brand, use the 10 C’s test.  How do you measure up?
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As you enter this economic downturn, where will you begin to trim business expenses to stay competitive?  As a business leader, it is your responsibility to take a long, hard look at your budget and prepare for cutbacks.

Historically, advertising and marketing are some of the first line items to hit the chopping block.  The typical thinking around this choice is something like, “We’ve got a great product, and most of our business comes through word of mouth, and it is so hard to measure the return on our marketing, so let’s just cut that out for now.”

While cutbacks may be necessary, let’s consider why deep cuts in your marketing may be a short-term gain that you may regret in the long-term.  The rest of this position paper will illustrate why marketing in a downturn can be a significant advantage.
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P&G, Others Emphasize ‘Purpose Branding’ in Midst of Economic Crisis

By Natalie Zmuda

Published: October 13, 2008

BATAVIA, Ohio (AdAge.com) — You might expect that cause marketing would be the kind of intangible, feel-good advertising to get axed in a recession. Instead, quite the opposite is true, as major marketers, from retailers such as Sears, Target and OfficeMax to package-goods players such as General Mills and P&G, find that cause efforts actually help persuade weary consumers to spend.

OfficeMax’s ‘Day Made Better’ program aids teachers.

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As the field of corporate social responsibility matures, there are some noticeable cracks beginning to appear. There are those organizations that have spent a lot of time “talking” about the good that they do, but have little to show. Additionally, there are those corporations whose involvement and commitment to their cause of choice ends after a check is written and they are recognized for their charity.

Most of us are familiar with the “sniff” test. In order to check if something has gone sour, such as day-old meat, milk or dirty laundry, a quick “sniff” will help us make a determination. I believe that today’s customers are savvy and are always conducting this type of test with those companies with whom they do business. They subconsciously ask…
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Most businesses are not sure how they can do well, by doing good. For instance, how does one decide between a vast, endless sea of non-profit causes clamoring for support? Additionally, how can business benefit financially from giving? Chad Crouch, a local cause marketing leader, will be presenting “Pro Bono Work Meets Business Integrity” at the national conference Mind Your Own Business Conference on September 25th.
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He didn’t fit the stereotype of a man who put his life at risk on a regular basis. He didn’t seem like a person who would expose and then tirelessly work to break the faults of his own cultural system.

It was a chance meeting. He didn’t command attention, much less seek it. When I met Kailash Satyarthi, I mainly noticed his quiet, gentle presence. Then they played his video from “The New Heros” series…
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Paul “Bear” Bryant, the famous college coach is quoted as saying, “It’s not the will to win, but the will to prepare to win that makes the difference.” In other words, the desire for a specific outcome does not guarantee success.

Have you ever felt this way about your marketing efforts? Do you know what your customer needs to hear before you pull the trigger on your marketing campaigns? Does “Ready, Fire, Aim!” accurately describe your planning process?
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