Once your focus is in everything you do, it becomes an indelible part of the customer experience. By attracting customers who think the company is doing better if they do business with your company, you can create social movement around your brand.
In a goal-driven business, the role of marketing changes. It shifts from advertising products or services to building a social brand ecosystem. From one-way communication to engaging customers in motivated actions. From paid media to earned media. Whether it’s talking to passive customers or developing active customers who co-create new products and amplify your message – and help you achieve your aspirations.
Like this continuum of social purpose
reveals that once companies adopt a genuine social purpose as their raison d’être, they are able to create meaning for their customers: customers think that if they do business with that company, the company will be okay better. Once social purpose businesses implement their purpose through their operations, value chains, and relationships, everything they do (not just their advertising) tells their story.
This shift towards goal and goal marketing is propelled by changing customer expectations that businesses play a larger role in society. More and more consumers are identifying themselves as buyers driven by their beliefs – almost two-thirds, according to
Edelman Trust Barometer 2020 – which means that they choose / change / avoid / boycott a brand according to its position on social issues. Buying on faith is the new normal. Yet attracting and retaining these consumers has been a mystery – until now.
Help the goal to soak up …
Learn more about Larine Urbina of Tetra Pak and Ricardo Caceres of VF Corp on how to drive company-wide goal, growth and impact at SB’21 San Diego, 18-18. 21st of October.
Last fall, I hosted a dialogue on the subject for the Social vocation institute, a program of the United Way, with three social marketing visionaries: Anne Donohoe, Marketing Advisor and Director of Global Marketing; Chris Peacock, Marketing Director at Traction on demand; and Peter ter Weeme, Head of Social Purpose and Vice President of Player Experience at BCLC.
According to Anne, Chris and Peter:
In targeted brands, marketers become storytellers; and focus on engaging customers, employees and stakeholders on the goal – and telling their stories
They build their purpose into everything they do; and thus, their purpose is communicated to their clients by the very act of doing business
Customers want to know the people and values behind the brand; it’s part of the value proposition
Stakeholders help motivated companies achieve their goal and build their brand – and hold them accountable
Focusing on the goal attracts customers – and customers who hold back can be cultivated as goal ambassadors in the future.
With retail consumers looking for stronger brand connections, business customers looking at the people behind the brand, and a shorter attention span, businesses that have and market a lens can differentiate themselves from the clutter.
The Biggest Part of the Pivot: Once your focus is in everything you do, it becomes an indelible part of your customer experience. By attracting customers who think the company is doing better if they do business with your company, you can create social movement around your brand. By developing your business in this way, your business becomes a more important engine for social good. Your lens provides the “why” and marketing the goal provides the “heart”.
Purpose-built businesses are unstoppable. Just watch them – or become one!
which sums up the discussion.