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).
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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.
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.
Brand marketing is ever changing, providing unique and creative challenges and opportunities for those of us in the industry. High consumer demand creates high competition, to the tune of 500,000 new consumer products being launched each year.
How Stone Brewing Company has built a loyal following of passionate, engaged fans without spending a dime on advertising.
When discussing Zenzi’s Social Values practice with business leaders and decision makers, one question we hear a lot is:
“I think this is a fantastic idea, but how would social values apply in a B2B environment?”
Well, the short answer is that values play the exact same role in B2B marketing as in B2C. At the core of any business transaction is the relationship between the buyer and the seller, and that relationship is built on factors such as trust, comfort level, emotional response, personal history, and risk perception – all of which are influenced by the values of the company and the individuals involved.
An archetype is a recurring symbol in art or literature that represents an idealized example of a person or thing. Archetypes can range from Biblical figures such as Jesus or Moses to entertainment characters such as Harry Potter or Darth Vader. Each of these characters takes part in a larger than life journey that teaches us a universal truth about human nature, and embodies a moral that serves as a blueprint for how we should live our lives. Psychologist Carl Jung theorized that archetypes are part of the collective unconscious, and proposed several representative archetypes such as the Shadow, the Wise Old Man, and the Mother.
A recent study by Forrester revealed that though 75% of marketers are increasing their content marketing budgets in 2014, over half feel that their efforts are largely ineffective, and 26% more feel that their efforts are “neutral”.
The increase in spending clearly indicates that marketers believe content can have a big impact on sales. So why are so many failing to achieve their goals?