indev308 class 7 - marketing considerations for social enterprise
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INDEV 308: Introduction to Social Entrepreneurship
Class 7: Marketing Considerations
Monday, June 20, 2011
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Instructors: Norm Tasevski (norm@socialentrepreneurship.ca) Karim Harji (karim@socialentrepreneurship.ca)
© Norm Tasevski & Karim Harji
© Norm Tasevski & Karim Harji
Agenda
• B Corporation • Marketing Considerations for Social Enterprise • What did we learn – Today? • Next Week
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Marketing for Social Enterprises…
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© Norm Tasevski & Karim Harji
A caveat…
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“Social Media”
“Social Enterprise”
© Norm Tasevski & Karim Harji
A Second Caveat…
Marketing!
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Sales!≠!
© Norm Tasevski & Karim Harji
Where does Marketing Fit?
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© Norm Tasevski & Karim Harji
Some Definitions • Social Marketing is the systematic application of marketing, along with other concepts
and techniques, to achieve specific behavioral goals for a social good. – The primary aim of social marketing is "social good", while in "commercial marketing" the aim is
primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.
Wikipedia
• Cause Marketing (or cause-related marketing) is a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to (1) create shareholder and social value, (2) connect with a range of constituents (be they consumers, employees, or suppliers), and (3) communicate the shared values of both organizations.
Jocelyn Daw (Marketing Consultant) – Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a
specific donation that is tax deductable, while cause marketing is a marketing relationship generally not based on a donation.
Wikipedia
• Sustainable Marketing is the process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria: (1) customer needs are met (2) organizational goals are attained, and (3) the process is compatible with ecosystems.
Donald Fuller (Sustainable Marketing Consultant) – Sustainable Marketing encourages the process of innovation by turning the marketing process into
an experimental, iterative process that has close ties to the customer. Individuals and interactions on a daily basis are important. Customer Collaboration over customer transactions. Responding to change over blindly following a plan.
Ivan Storck (founder, SustainableWebsites.com)
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© Norm Tasevski & Karim Harji
Social Marketing
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Deliver Satisfaction
Realize Aspiration
Practice Compassion
ProfitAbility ReturnAbility SustainAbility
Be Better Differentiate Make a
Difference
Individual
Soc
ial Ente
rprise
Mind Heart Spirit
Mission (why)
Vision (what)
Values (How)
© Norm Tasevski & Karim Harji
Examples of Social Marketing…
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© Norm Tasevski & Karim Harji
Another Example of Social Marketing…
© Norm Tasevski & Karim Harji
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Examples of Cause Marketing…
One of the first…
1983 – American Express & the Statue of Liberty Restoration Project
2006 – Bono & Product (Red)
Another…
2010 – Pepsi & the Refresh Project
Most Recently…
© Norm Tasevski & Karim Harji
Another Example of Cause Marketing…
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© Norm Tasevski & Karim Harji
Sustainable Marketing…
© Norm Tasevski & Karim Harji
Sustainable Marketing…is tricky…
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 1!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 2!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 3!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit A Sample Decision Tree!
Marketing Considerations…
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© Norm Tasevski & Karim Harji
Conventional & Unconventional Marketing
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© Norm Tasevski & Karim Harji
Wheel of Marketing Misfortune
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© Norm Tasevski & Karim Harji
Insight Led, or Trend Driven?
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© Norm Tasevski & Karim Harji
Social Media…
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© Norm Tasevski & Karim Harji
…be careful!
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© Norm Tasevski & Karim Harji
Going Viral 4 C’s of Community!
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• Content
• Context
• Connectivity
• Continuity
© Norm Tasevski & Karim Harji
Marketing Considerations Specific to Social Enterprise…
• Communicating the social benefit alongside the product – how much do you weigh the social impact vs. price vs. product quality?
– One can dilute from the other
– This is a big problem for social enterprises (e.g. doing good means that quality sometimes isn’t there)
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© Norm Tasevski & Karim Harji
Social Impact vs. Price vs. Quality
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© Norm Tasevski & Karim Harji
Other Considerations…
• Using marketing as a Feedback Mechanism
– It is not just the marketing that you are putting out, but it is what your customers are feeding back to you that matters
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Break
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© Norm Tasevski & Karim Harji
The Investment Pitch…
31 Source: Peter M. Evans (MaRS Advisor)
© Norm Tasevski & Karim Harji
The Investment Pitch…
32 Source: Peter M. Evans (MaRS Advisor)
© Norm Tasevski & Karim Harji
What did we learn?
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