Purpose-Driven Brands’ Marketing Lessons

15 Dec

As we posted a while back: “Marketers are often creative and innovative in developing new products. Sometimes, these ideas play a societally-important role. Thus, we can do well by doing good.One good example is State Farm with its community involvement tag line, “Good neighbors always lend a helping hand.” So today we dig further into purpose-driven brands’ marketing lessons. And they shed light on some best practices.

 

Purpose-Driven Brands’ Marketing Lessons

In general, “doing good” is known as cause-based marketing, social marketing, or purpose-driven marketing. “Doing good” represents any efforts to give back to the community. And many companies deserve praise for their actions in this regard. Let’s look at two of them.

According to Michael Brenner for Marketing Insider Group:

“Purpose-driven brands know the best way to make money is to not prioritize profits. Why? Because the only way succeed is to have a purpose.  Brand purpose as a pillar stands tall, unmovable, as the world turns. When you use this as the unifying force of marketing, you tap into a source of inspiration to energize your campaigns. And do that instead of chasing the carrot. Because that happens when business decisions and bottom line needs are what motivate your marketing decisions.”

Starbucks is a purpose-driven star. As Brenner notes:

“From 1982 to 2015, Starbucks opened 22.5K stores worldwide under the leadership of Howard Shultz. He stepped down as CEO at the end of 2016. And he was known for sparking the brand’s core visions and keeping those flames alive for decades. ‘What is the role and responsibility of a public company … and how can we catalyze hope in a time when we need more optimism, compassion, and leadership?'”

Here’s one Starbucks’ initiative.

Purpose-Driven Brands' Marketing Lessons from Starbucks
 
Although it’s a beer maker, Heineken is also a purpose-driven star. Brenner says that:

“Heineken’s Moderate Drinkers Wanted marketing campaign is helping transform how society views social drinking. There are health effects of binge drinking, dangers of driving under the influence, and the destruction of alcohol addiction. Society has real problems to tackle. Yep, you guessed it: we need a hero. Heineken has stepped up pressure on consumers — and the industry. How? By promoting responsible drinking through moderation.”

This Heineken video shows its approach.


 

Glassdoor’s 2018 Best U.S. Employers

14 Dec

Looking for a new job or career? Glassdoor provides a lot of good information. And that includes Glassdoor’s 2018 best U.S. employers listings. Also, Glassdoor separates the listings by company size. In that way, small and medium firms get recognized. What makes Glassdoor unique? As the firm reports:

“Glassdoor is one of the fastest growing jobs and recruiting sites. Glassdoor holds a growing database of millions of company reviews, CEO approval ratings, salary reports, interview reviews and questions, benefits reviews, office photos and more. Unlike other jobs sites, all of this information is entirely shared by those who know a company best — the employees.”

And the Glassdoor employer rankings are a nice complement to other review services. And those include rankings by Universum: 2017 Most Attractive U.S. Employers and 2017 Most Attractive Global Employers.

 

Glassdoor’s 2018 Best U.S. Employers: Large Firms

Recently, Glassdoor produced its 2018 rankings of the best U.S. employers. As noted in the previous section, the ranking is based on employee feedback. The rankings are divided into two categories: large firms and small/medium firms. For large firms, 100 companies are ranked.

Glassdoor's 2018 best U.S. employers

Now, take a look at the top ten large firms. And click the links for company information:

  1. Facebook.
  2. Bain & Company.
  3. Boston Consulting Group.
  4. In-N-Out Burger.
  5. Google.
  6. lululemon.
  7. HubSpot.
  8. World Wide Technology.
  9. St. Jude Children’s Research Hospital.
  10. Ultimate Software.

So, here’s a video about Facebook employees.

 

 

Glassdoor’s 2018 Best U.S. Employers: Small & Medium Firms

In Glassdoor’s 2018 ranking of best small and medium U.S. firms, 50 companies are ranked. The top ten include [And remember to click the link to learn about the companies.]

  1. Silverline.
  2. New Home Star.
  3. Next Century.
  4. Acceleration Partners,
  5. Zoom Video Communications.
  6. OppLoans.
  7. Glint.
  8. Life.Church.
  9. CB Insights.
  10. CarShield.

Because of firm size, you may not them. Thus, how many names do you recognize?

Next, click the image of employees on the beach to see a photo montage of Silverline employees.

Glassdoor's 2018 Best U.S. Employers Silverline

 

Success Switching Careers Post-30 Years Old

13 Dec

Unhappy in your current job? Bored at work? Interested in a different career path? Looking to be entrepreneur? If you answer yes to any of these questions, you are alone. And it is possible to find great success switching careers post-30 years old.

In general, job and career switches are more common than you may think. So, consider these observations from Alison Doyle

“Today, the average person changes jobs ten to fifteen times (with an average of 12 job changes) during his or her career. Many workers spend five years or less in every job, so they devote more time and energy transitioning from one job to another. Job searching and networking, as well as, tracking and adjusting to job market trends, have taken on enhanced importance. Upgrading one’s employment status has become an ongoing process, rather than something you do once or twice during your career.”

To learn more about career opportunities, click one of these posts:

 

Success Switching Careers Post-30 Years Old

Given the above, more people are now switching jobs and/or careers. And that applies to those who switch after age 30. Yes, we can have success switching careers post-30 years old.

As noted by Rachel Gillett and Richard Feloni for Business Insider:

“Questions about whether you’re on the ‘right’ career path can strike fear into even the most confident person’s heart. But as some of the most successful people prove, you don’t have to have it all figured out from the start. Plenty of highly successful people chose to make major career changes, some even many years into their adult lives.”

Gillett and Feloni discuss NINETEEN highly successful people who switched careers after age 30. Here are 5 of them:

  • Jeff Bezos had a lucrative career in computer science on Wall Street and took on top roles at various financial firms before transitioning to the world of E-commerce and launching Amazon at age 31.”
  • Julia Child worked in advertising, media, and secret intelligence before writing her first cookbook when she was 50, launching her career as a celebrity chef in 1961.”
  • Anna Mary Robertson Moses, better known as Grandma Moses, began her prolific painting career at 78. Previously, she was a housekeeper and farm laborer.”
  • Harland Sanders, better known as Colonel Sanders, was 62 when he franchised Kentucky Fried Chicken. Before then, Sanders held several odd jobs including country lawyer, gas station operator, and railroad worker.”
  • Vera Wang was a figure skater and journalist before entering the fashion industry at age 40. Today she’s one of the world’s premier women’s designers.”

To read about all 19 “late bloomers”, click on the image of Amazon’s Jeff Bezos. As of the end of business yesterday, Bezos had a net worth of $97.billion. Not bad. 🙂

Success Switching Careers Post-30 Years Old. Yes Its Doable!

Chip Somodevilla/Getty

 

Big Data Challenge: Measuring Marketing ROI

12 Dec

As we know, big data is a big deal. And it’s challenging too. Hence, we turn to a big data challenge: measuring marketing ROI.

If you have followed Evans on Marketing, you aware that we have reported regularly on big data. So, take a look at these examples:

 

Big Data Challenge: Measuring Marketing ROI

Even today, measuring marketing is hard. And this is with the availability of big data.

With that in mind, Malinda Wilkinson, writing for Business Group asks this question. “Marketing ROI: Big Bucks Or A Total Bust?” Consider these observations:

“Are your campaigns driving big bucks or a total bust? That’s the most important question we have as marketers. To determine this, you have to connect the dots. And unlock the value of the data. However, depending on the current state of your data, you may not even know where to start. When it comes to your metrics, most marketers likely fall into one of these three categories.”

You don’t track anything. People fall into this category because they don’t know what to track or how to track it. Also, they also may not have the right tools to best monitor and report metrics. Unfortunately, when you’re not tracking anything, it is hard to determine what’s working well. And if your marketing investments are worth it.”

You track the wrong things. You might track some metrics. But the real question is – are they the right metrics to track? To answer, be sure data are relevant, meaningful, and unbiased. The goal of metrics is to enable better decisions and improvements that drive your business forward.”

You track everything but are overwhelmed by the amount of data. Do you have so much data that you can’t make heads or tails of it? That is information overload. In this case, you track all the data. But you don’t know how to isolate key information and focus on what will move the needle.”

 

Tips to Measure Marketing ROI

To measure marketing ROI properly, Wilkinson offers these tips:
  1. “Set goals based on business objectives.”
  2. “Identify what data you need to track progress against those goals.”
  3. “Make sure data are meaningful.”
  4. “Define your metrics.”
  5. “Assess the current state of your data.”
  6. “Invest in an analytics tool.”

Click the image for further discussion of the tips.

 

Big data is a big deal. And challenging too. Hence, we turn to a big data challenge: measuring marketing ROI.
 

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