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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

 

Millennials, Generation Z Greatly Differ

8 Dec

Who Are Millennials and Gen Z?

As this post discusses, Millennials, Generation Z differ greatly.

Millennials represent the largest U.S. population group. And that makes them attractive for business. According to Pew Research: “They have topped Baby Boomers. Now, Millennials, ages 18-34 in 2015, number 75+ million.” Marketers appeal to millennials through brands (led by Apple). And firms know multicultural millennials are important.

In contrast, Generation Z is younger. As Wikipedia reports: “Generation Z refers to those born after Millennials. There is no exact range of birth dates. And some sources start Gen Z at the mid or late 1990s. Or from the mid 2000s to today.”

 

Millennials, Generation Z Greatly Differ: So Should Marketing

Yes, the age gap may be narrow. Yet, Millennials and Gen Z differ in attitudes and behavior.

Thus, consider eight differences identified by Ryan Jenkins, writing for Inc.:

  1. “Realistic vs Optimistic. 77% of Gen Z expect to work harder than prior generations. Yet, Millennials became optimistic. They grew up during prosperity and opportunity.”
  2. Independent vs. Collaborative. 71% of Gen Z believe if you want it done right, do it yourself.’ In contrast, Millennials would opt for more collaboration.”
  3. Digital Natives vs Digital Pioneers. 40% of Gen Z say working Wi-Fi is more important to them than working bathrooms. Millennials were pioneers in the digital age.”
  4. Private vs Public. 70% of Gen Z would rather share personal data with their pet than their boss. As digital pioneers, Millennials used social media to express thoughts, opinions, and life events.”
  5. Face-to-Face vs Digital-Only. 74% of Gen Z prefer to communicate face-to-face. Millennials pioneered many digital communication tools that are less personable.
  6. On-Demand Learning vs Formally Educated. 77% of Gen Z say there are other ways to get a good education than going to college. And Millennials question if their large student debt was worth it.”
  7. Role-Hopping vs Job-Hopping. 75% of Gen Z would like multiple roles within one place of employment. Millennials have little patience for stagnation, especially with their careers.”
  8. Global Citizen vs Global Spectator. 58% of adults worldwide ages 35+ agree. ‘Kids today have more in common with global peers than with adults at home.’ Millennials were the first global generation. They shared similar traits and values across borders. And they viewed global events in real-time. However, Gen Z interacts with global peers more than any other generation.”

Click the image to read more from Jenkins.

Millennials, Generation Z differ greatly.

 

Millennials, Generation Z Greatly Differ: Further Resources

Because of the interest in these generations, here are more resources:

Millennials

Generation Z

 

Let’s finish this topic with an infographic from Silver Door Apartments.

Millennials, Generation Z Greatly Differ. An infographic.

 

Key 2018 Influencer Marketing Trends

6 Dec

As we have noted: A popular new concept is “influencer marketing.” What is it? And how should it be used? This post deals with 2018 influencer marketing trends.

 

What Is Influencer Marketing”

According to Evans on Marketing: “Influencer marketing is a BIG deal. With it, we target well-known individuals. Their effect on the purchase decision is high for some consumers (followers).”

Consider these remarks from the CEO of TopRank Marketing:

What does ‘influencer marketing’ mean you? Do you think of celebrities with product photos on Instagram? Or having a famous YouTuber run a contest? Why not send products to bloggers? And hope they do a nice review? Surely that’s not all marketers want from influencer relationships.”

“Think of brands working with or paying influential people to create content. And how that lifts brand credibility and reach.”

Click the links to read further:

 

Key 2018 Influencer Marketing Trends

Now, we review 2018 influencer marketing trends.

As Vivian Michaels observes for TNW:

“The popularity of influencer marketing rose 90x from 2013 to 2016. And it doubled the first nine months of 2017. Reasons range from their versatility (for all businesses) to their noninvasive nature. Because of this, we need to study trends.”

Thus, Michaels identities seven key 2018 trends:

  1. Value of services to increase. Influencers are sought-after on social media. Witness the rise of accounts with thousands of followers. At the same time, more firms will use influencer marketing. Thus, demand for social media personalities increases the their service value.”
  2. KPI and ROI measuring vital. With high demands on influencer campaigns, we want to measure key performance indicators (KPI) and return on investment (ROI). Thus, we expect new software and marketing platforms.”
  3. The year of integration. 2018 will see brands combine different influencer types. Each group reaches a specific target. And that reaches more people.”
  4. Video marketing critical for online audience. Video reduces me-too messages. And it is engaging.”
  5. Lawsuits against brands and influencers. Influencers and brands are careful. Yet, in 2018 we expect lawsuits to grow.”
  6. ‘Fake’ influencers with bought followers. “For little cost, a social media user gets thousands of followers. They have a big fan base. But, they buy them.”
  7. Instagram to surpass one billion users. Instagram is popular. in 2018, its influencer marketing will rise.”

 

Click the image to learn further.

Key 2018 Influencer Marketing Trends. Seven to Consider.
 

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