In today’s world, movements have spilled beyond social and political arenas into the business sphere. Movement or cultural marketing is a business strategy that has changed how people conduct their business and how they interact with their customers. Unlike other marketing strategies that advertise services and products, movement marketing focuses on inspiring people to rise up either for or against an idea. This strategy, therefore, elevates your marketing strategy into a brand-fueled experience that relates to clients. When successful, the result is the long-term domination of the market. Read on to discover what you should know about movement marketing as a rising means of success for brands.
- Definition. Movement marketing does not focus on brainwashing the public to believe in your brand. The strategy involves identifying a culture that produces an idea or problem in society and then creating a plan to address the same. Movement strategy allows you to connect with your clients and become part of their lives. Your company objectives may vary, but they should revolve around social values. For instance, you can use some percentage of the buying cost to help a children’s home.
- Features. The features of excellent movement marketing include winning emotions, calling for participation, commitment, honesty, and building societies. Your business should invoke the feelings of your clients to support your objective. Your marketing plan should empower your clients and at the same time, encourage them to participate in your campaign. Additionally, the campaign should transparent to prove to the public that you are genuine. Allow the cause to drive your movement by achieving the intended purpose.
- Importance. Compared with other marketing strategies, culture movement has a higher Return on Investment (ROI). Customers decide to buy from you because they can see that your campaign is genuine. Most people want to be part of a brand that is not only after profits but also focuses on social change. This strategy allows customers to trust your products. Clients know that you will use the benefits collected from the business to change the community. Movement marketing is also another way to improve the world. The campaign is an addition to the humanitarian efforts around the globe. Lastly, the benefits also reflect in your revenue since you will have more customers.
- Barriers. Although movement marketing is an excellent idea, some obstacles can prevent you from achieving this plan. You cannot create a movement if you entirely focus on your return on investment (ROI). If your business has factors that prevent people from working together, your campaign is likely to fail. As such, slow-moving, inflexible, and overly bureaucratic companies will not make an excellent movement. Additionally, you cannot reverse engineer a movement. You cannot retrofit a successful brand-fueled campaign to a brand’s DNA. Instead, it should be the other way around. Build a company from a mission.
Every movement is unique. What works for one company may not work for you. However, you can learn how to create a successful campaign. Visit Movement Marketing: 4 Strategies For Sparking A Brand Movement.