“When you do merciful deeds, don’t let your left hand know what your
right hand does”. However, in the age of
digital marketing, the good deeds that your company is doing have to be part of
your marketing strategy.
Today more and more consumers are thinking beyond price and quality. Perception
is a big deal for brands. Social media can be a vulnerability to a brand if not
used correctly, just like the example of #BoycottDolceGabanna after the brand after
its founder opposed to the idea of children being born from IVF.
Presenting any philanthropic effort of a company is a rather old concept.
The
‘new’ CSR is maximizing brand awareness and profit while being a force for
social good, in nearly-equal measure. It is important to incorporate
CSR into brand marketing strategy when
the CSR activity and the company’s core business is closely connected. Once
you make the connection, then comes implementation as an engaging marketing
strategy – could be in a form of blog, advertising, social media, video and so
on. One such example is New Balance’s support for #goodgym, where the company
sponsored an initiative of runners that combine getting fit with doing good. Another
effective channel is encouraging employees to post on social media their CSR activity.
This can show that the company’s CSR activities are well integrated with the
company as a whole.
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