Values marketing is a movement that’s gaining strength every day, and we’re always excited when we find others who share our vision and help us spread the word. Big shout out to content marketing expert Patti Podnar, who included Zenzi’s research in her recent article below. We thought it was right on point (and we hope you will too.) You can follow Patti on Twitter at @PodnarWrites.
When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
Gallup Research shows that 2/3 of decisions are made by emotional as well as rational factors. And when it comes to people’s health, I think it’s safe to say that percentage probably goes up. There is nothing more emotional or close to our hearts than our health.
When Under Armour got its start in 1996, with founder Kevin Plank selling gear from his car, the market was already dominated by strong performance brands. It had to strike a chord with customers to make an impression, and fast. Flash forward to today. Under Armour has surpassed industry giants like Adidas, with $3 billion in sales last year alone.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
What can major brands learn from moms & pops? A lot, says this industry expert.
To forge a deep, emotional connection that turns customers into raving fans, you can’t be everything to everyone. You’ve got to risk turning some people off. That principle is especially true in values marketing. Here are 7 campaigns that do a great job of appealing to the inner values that drive purchase behavior. While they don’t all feature villains like Jaguar, they all have one thing in common: they speak directly to their audience in a powerful, polarizing way (and that’s actually a good thing).
Ever wish your company could connect with consumers and develop a cult following like Apple, Google, or Netflix? What do they know about connecting with customers that others do not? Here are 4 tips to understand consumer behavior and build audience engagement.
Last weekend I took my boys and their friend on a road trip. It had been a busy week, and I was excited to spend some quality time with them looking at WWII navy ships on ‘Free Fun Friday’! But with the packed park, heat, and 40 minute detour to get back on the highway, we were exhausted. And when I asked if they had fun, they said they really just wanted to go to the pool.
With summer in full swing, it’s a great time for reassessment and rejuvenation. A key question for marketers and brands to ask during this time is: Who are our top customers? Do we really know who they are? And, what matters to them most?