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.
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).
Zenzi CEO Sarah Hardwick was recently quoted in digital marketing magazine Momentology on the art of branded self-deprecation.
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?
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.
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.