Please join us in saluting one of the early values based marketers, Burt Shavitz, the face behind Burt’s Bees, who recently passed away. Shavitz and his girlfriend started Burt’s Bees with a simple tube of lip balm in 2008 in Maine. Today the company, headquartered in North Carolina, distributes 200 facial and body skin care products to 30,000 retail outlets internationally. Underscoring the brand’s retail success is the company’s greater purpose: the environment, sustainability and giving back.
Tech and travel start-up Airbnb is the latest major brand to embrace values-based marketing. ‘Is Mankind?’ asks its new campaign, aimed at a higher purpose of promoting kindness and acceptance.
Feel like your marketing efforts are lacking something, but not sure what? Values are the missing link to turn a mediocre marketing campaign into something memorable. You don’t need to be a psychology PhD or a data scientist to create a great values marketing program (although having one on your team definitely helps)! Just follow these three simple steps and you’ll be on your way to forging deeper, more profitable relationships with your customers.
Award-winning firm connects with customers on a deeper level by uncovering core values and purchase motivations
No worries if you have been ‘head down’ this week in projects. We’ve compiled a few recent articles to illustrate how shifting consumer values are driving change in the marketplace.
We’ve all seen them. They seem to be everywhere these days. Articles, advice, seminars, videos, and blog posts teaching us how to market to “Millennials”. Seemingly the holy grail of marketing audiences these days, Millennials are defined, generally-speaking, as the generation of individuals ranging from 18-37 years old, depending on who you ask. Because of the sheer multitude of Millennials (about 40-70 million, also varying by expert opinion), and their presumed purchasing power over the next several years, this group has become a prime target for many brands. Most companies are attempting to reduce this massive population segment into a single set of defining characteristics, including generalized information about millennial values, buying habits and preferred experiences.
You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate your customers with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? Most businesses understand that it is critical to target the right customer types with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentation and speak to what truly motivates people – their core values. In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
A recent article in the Harvard Business Review titled “Marketing Is Dead, and Loyalty Killed It” echoes what more and more marketers are realizing every day: many traditional methods of marketing are no longer as effective in motivating and inspiring customers.
Author Alexander Jutkowitz points to Apple’s phenomenal earnings and 87% customer loyalty in the US and Europe, despite the fact that it does very little traditional advertising and marketing comparatively. Jutkowitz isn’t suggesting brands stop marketing overall. Instead, he recommends they de-emphasize traditional promotional thrusts and focus on loyalty.
The Account Coordinator will work with a team of top-notch marketing communications professionals to develop and manage a variety of social media, content and PR initiatives for Zenzi clients, including writing press materials, pitching stories to media and coordinating social outreach campaigns for a variety of consumer, business and technology accounts.
To get to the heart of what inspires purchase decisions, we need to go beyond demographics and speak to inner values. What’s that have to do with a wall of yogurt? Read on to find out.