From green-washing to the other extreme, navigating how to communicate sustainability seems to be a minefield even for the savviest of marketers. So which brands are trying to get it right? Let’s explore the difficult area of environmental marketing, and cover everything from green-washing, to green-hushing and what brands really need to do, green-acting.
I had a bit of an epiphany recently as I lay on my physiotherapist’s bench. Frustrated by my poor injured knees, thanks to years of long distance running, I moaned to Nuno (he’s Portuguese) that I hate having “old man’s knees”. “Don’t be ridiculous”, said Nuno, “you have runner’s knees”.
Why should someone join your organisation? What’s in it for them? What benefits can it offer? Why is it special? And is it a good place to work? The answers to these questions are what set your organisation apart and make it distinctive. Boil them down into an Employee Value Proposition (EVP), and you get a powerful secret weapon in the never-ending battle for top talent.
When a company sells products or services via several brands, it has a multi-brand strategy. Take Pendragon, for instance. You may not know the name, but you may well know CarStore, Evans Halshaw and Stratstone, its motor retail brands. Multiple brands enable a company to target different audiences, secure greater shelf space and grab more market share. Is multi-brand a smart approach? It can be, but it’s not for everyone.
Covering the world of research, data and insights, the Pulsify pocast series will look at different ways of approaching research, what value it adds, and of course how we measure it. Whether it’s new-fangled research methodologies, or hearing from the experts on how they use data and insights to really understand their audience, Pulsify looks to help listeners tackle the biggest questions around brand growth, product development, creative concepts and customer closeness.
Do people want to work for your organisation? If so, why? Do job seekers view it favourably? What attracts them? Why do they apply? The answers to these questions are nothing less than critical to your future success: if you want to thrive as a business, you need the best people – and that’s where an employer brand comes in.
So, you’ve decided to launch your content marketing campaign. You’ve got an idea of what you want to say, (and, obviously, what you want to sell). You’ve bought into the concept that this isn’t an instant win, but a longer-term approach based on building a relationship of trust with your audience. This is usually the point when the questions start to creep in…. ‘Should I focus on articles on the website? Or fun posts and quizzes on social media. Or how about an e-book with an ad campaign?
Demographics: they’re an essential part of any marketer’s playbook. Knowing your target audience’s ages, genders, social classes and other information enables you to build campaigns that appeal to the right people. But what about data that goes deeper, such as customers’ beliefs and attitudes?