6 Steps for Socially Responsible Marketing

Choose theRIGHT MESSAGE

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Choose the right message

Be transparent

Ensure the whole company

understands the value of the message

Institute a cultural change

Let the message transcend channels

Embed socially responsible ideas within the company

strategy

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Take a look inside to see the Six Steps for Socially Responsible Marketing

6 StepsFOR SOCIALLY RESPONSIBLE MARKETING

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www.1to1media.com 2To read the complete article, “Six Key Considerations for Socially Responsible Marketing” Go here.To read the complete article,

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Different customers care about different things and it’s a company’s role to understand the messages that resonate best with their consumers. This makes it essential for organizations to leverage data to bet-ter determine their customers’ priorities and make sure that their messages capitalize on those concepts.

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Different customers care about different things and it’s a company’s responsibility to understand the messages that resonate best with their consumers. This makes it essential for organizations to leverage data to better determine their customers’ priorities and make sure that their messages capitalize on those concepts.



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BeTRANSPARENT



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Today’s customers have several avenues through which to get information and rarely does anything remain a secret for long. Therefore, organizations need to make sure they are totally open about their practices and how these reflect their values. Thus, if a company is not eco friendly, it should not try to give the impression that it is simply because it’s harping about climate change to attract new customers. On the other hand, if they are doing something right, companies should make sure they promote it. Starbucks, for example, outlines its recycling and waste reduction goals and practices, and Given Goods matches customers’ purchases with similar ones donated to an impoverished part of the world.

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BeTRANSPARENT



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Ensure the whole company understands

THE VALUE OF THE MESSAGE



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Customers are astute and will realize if an organization is using socially responsible messages solely for financial gain. It is therefore imperative that every part of the company lives by the values that the brand is marketing. Many organizations put a lot of effort on the marketing messages they deliver but beyond that don’t look at the operational aspect of making those messages work. Often, companies will find hurdles when it comes to ingraining a value throughout the organization and is pushed to cut corners in order to reduce costs.

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Ensure the whole company understands

THE VALUE OF THE MESSAGE



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Institute aCULTURAL CHANGE



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This is a case of needing to make sure you practice what you preach and establishing a companywide commitment to do the right thing. Many times social marketing efforts, while well intentioned, don’t get traction because the organization doesn’t take them seriously enough. Someone with legitimate power in the organization must lead the project and institute all the necessary changes throughout the firm.

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Institute aCULTURAL CHANGE



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Let the messageTRANSCEND CHANNELS



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Organizations need to make sure their socially responsible messages are the same on all channels, regardless of the platform. Organizations need to be especially careful that they’re not sending conflicting messages over different channels, for example pushing a value on Facebook but saying something completely opposite on Twitter.

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Let the messageTRANSCEND CHANNELS



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Embed socially responsible

ideas within theCOMPANY STRATEGY


www.1to1media.com 13To read the complete article, “Six Key Considerations for Socially Responsible Marketing” Go here.

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Organizations shouldn’t look at socially responsible policies as just a way to gain market share. Instead, they need to believe in them enough to want to live them in their daily lives. Organizations should embed these policies within the company’s overall strategy so that they become part of the fiber of the firm and aren’t easily forgotten when the company no longer needs the added marketing edge.

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Embed socially responsible ideas within the

COMPANY STRATEGY


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6 Steps for Socially Responsible Marketing

Marketing

Transcript of 6 Steps for Socially Responsible Marketing