How to Implement a Responsible Campaign for your Company
How to Implement a Responsible Campaign for your Company
If you want to be an impactful business that modern consumers actively want to support, you need to invest in the creation of a responsible marketing strategy that will allow you to drive brand awareness and engagement whilst simultaneously bringing your vision to life and highlighting important social or environmental causes.
So, You Want to be Responsible with your Marketing?
Today's consumers want to ensure that they are giving their hard-earned money to businesses that are actively taking steps to be a force for good in the world. Don't forget, consumers will pay up to 5% more for a product from a demonstrably responsible brand than they would for a similar product from a well-known brand that isn't making strides to look after our planet.
The first step to the implementation of an ethical marketing strategy is to decide which responsible movement you want to align your brand with. This decision is key because it will underpin your entire approach and help you to bring a sense of authenticity to your marketing.
Remember, the most effective responsible campaigns explain how your offering will benefit your customers and emphasise how what you do benefits the environmental and/or social causes that you choose to support. To avoid being seen as disingenuous, it is vital to lend your support to a cause that aligns closely with your brand values and ethos.
Getting Socially Responsible Marketing Right
Responsible marketing isn't a new concept and over the years many brands have faced criticism for their approaches, particularly when campaigns are short-run things and aren't designed to positively contribute to tackling the root cause of an issue.
The strategies that make the most impact are those which have been designed to allow the company to directly link their offering to their responsible endeavour. Some brands choose to donate one product for every product sold and this can be an effective approach, but businesses must also think more broadly if they're going to continue to make a genuine impact.
This is where advertising with purpose comes into play. Existing video campaigns can be easily enhanced by rewarding consumers for their time in a very tangible way. So, for each video view, a donation will be made to a cause you support in return for that viewer's attention. In addition to making a positive contribution to the world, this type of responsible advertising also helps to build and strengthen trust between your brand and your audience.
Enhancing Video Campaigns with Responsible Advertising
The most effective marketing strategies are designed to connect with audiences on an emotional level. This particular approach can be enormously powerful because you have the ability to share important messages that align with your brand identity and be seen to be taking action in a purposeful and inclusive way.
At a time when marketplaces are ultra-competitive spaces, it is not enough to have brand values or to understand how to talk the talk. Instead, consumers want to see brands contributing in a meaningful way, which means acting on your ethos and making decisions that support your values.
This approach will strengthen and increase engagement which will, in turn, allow you to make a greater contribution to the causes that mean something to your brand. Don't forget, almost 80% of consumers would tell their family and friends to purchase from a brand that is driven by purpose. This statistic is simply too great to overlook, particularly as we are living through the age of influencer and word-of-mouth marketing.
It makes good business sense, as well as simply being the right thing to do.
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