Selling products by selling shared values (example: (Panera bread…
Selling products by selling shared values
introduced their new campaign with the slogan: Live consciously. Eat deliciously.
campaign includes TV and radio commercials, digital, print and outdoor ads, and a significant presence on social media(FB/Twitter)
company communicates their values to their customers because surveys have shown that communicating those attributes and actions could be more compelling to customers than conventional pitches about meal deals or how 'my sandwich is better than the guy across the street's
goal: when people who like the company for the food hear about the kind of company it is, it changes how they feel, they like it even more, for more emotional, more potent, more loyalty-driving reasons
at the beginning
company talked about their values internally, but has been reticent to leverage them
BUT company stand for so much more: developed policies that include donating unsold baked goods (the Panera Bread Foundation)
working with organizations like Feeding America and opening donation-based community restaurants under the Panera Cares Banner
place to get great soup, salads, sandwiches
purpose of marketing is to sell products
a new way, known as purpose, or
advertising for good and conscious capitalism
woos consumers with information about the values, behavior and beliefs of the companies that sell the products
goal: convince potential customers that companies operate in a socially responsible manner
the brand image is very important, the core values a brand is communicating are very important
shared values can increase loyalty
high-minded advertising campaigns/purpose-based mission statements
this is important because shoppers say that what a company stands for makes a difference in what they do and do not buy
such consumers = socially conscious shoppers
do a lot of research (of corporate policies)
marketing ''meaningful brands''
tactics like making charitable contributions or selling a product or two in recyclable packaging
purpose marketing really does need to reflect real sincerity, without making people cynical
people who actually want to enact change in the world.” This second type of business is known as a purpose-driven business, aka a profit-earning enterprise with a conscience. purpose-driven businesses have become increasingly popular these days. The reason? Customers support and recommend brands that have a purpose.
Purpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests – including interest in supporting a worthy cause. But while most organizations recognize the importance of, ‘giving back,’ they aren’t always accustomed to creating content around their efforts in a way that will both engage their audience and drive them to participate. Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved.