Instead of
feature-based promotion
address a
larger shared purpose
by building
a social movement
that customers
already believe in
and care about.
Influence the tribe instead of persuading the individual.
Building tribes through Movement marketing is all about cultivating a common social strain or an
aspiration that will unite the people to stand against or for it. This makes a brand to standout in the crowded
marketplace. It inspires people to voluntarily come forward and associate with the brand.
While connecting with the customers at an emotional level has been an age-old marketing mantra, today, customer expectations are changing. They are seeking a much larger purpose that impacts a larger societal transformation. They are seeking much higher and personalised performance vibrance from human interface.
Identify brand and culture of the internal organisation, and external market and the customer.
What we look for
Deploying an internal dipstick research with all departments, establishments and sales channels across geographies… including CXOs and senior management, sales, marketing, manufacturing, HR, admin, logistics and others. Then include sales channels, supply chain partners, vendors, sales and customer care force at all customer touch point including backend employees.
Similarly conduct external research through dipstick and digital sources.
And finally analyse the responses;
- Gaps that can be detrimental to brand image and business
- Sentiments of varied stakeholders and internal customers
- Variations in communication of company and brand values
- Opportunity to improve business and brand perception
- Competition initiative at various customer engagement points
- Varying internal customer behaviour in different territories
- Customer recall and response to existing marketing efforts
Competition brand’s strengths and weakness - Customer perception and expectation from our brand
- Customer pain points that can be transformed into hot buttons for communication
- Customer’s needs, wants, and preferences
- Current and emerging market trends
What we deliver to you
- A clear understanding of the industry, consumers and competitors
- Deep insights and reliable data to develop marketing strategies
- Identified scope of brand and marketing strategy
- Reduced risk and higher efficiency in marketing execution
- Higher lead generation response
- Higher conversion of leads
Insights for bringing about organisational change and brand purpose movement
The gap is filled by gathering quantitative and qualitative data through first hand research techniques including focus groups, in-depth online and offline interviews and surveys. The assimilated data are validated for quality before building marketing insights.
We strongly recommend not to use existing opinions and perceptions of a few members. The audit must be conducted in strict confidentiality enabling stakeholders to express their honest opinions.
Action points
Jointly arrive at the corporate vision, core values.
Identify larger shared purpose that is populist amongst
target audience and also resonates with corporate vision.
Develop plans and tools to infuse the movement purpose in
the internal and external customers.
Action points
Align the organisation and the internal stake holders with the new culture values, vision and purpose.
Start the purpose movement within the organisation.
Draw learnings and make necessary changes, as required
Action points
Once the movement campaign is firmed up, it is time to go public and include the end customer.
Employ viral initiatives to transform it into a mass movement
Action points
Take the movement across territories and segments of society to build the tribe and will begin to propel itself.
Drive towards raising awareness and solution, if possible.
This is a phase where often the activity will take its own organic path of growth.
The objective of managing it should be to keep the focus in place and avoid any counter-productive impact on the brand.
Involve complimenting brands to make the movement bigger.
Action points
Sustaining the movement is often a challenge. One must keep introducing different engaments and subsidiary purposes to sustain audience interest
Drive Purpose Movement Inside the Organisation
Purpose Marketing
- Sustainable
- Rooted in passion
- Multi-platform
- Create conversion
- Mobilise people
- Inclusive
advertising
- Finite cycle
- Rooted in product / service
- Traditional media
- Talks about self
- Influences thinking
- Exclusive
cause marketing
- Sustainable
- Rooted in CSRz
- Traditional media
- Passive image building
- Unilateral
- Exclusive
