Brand value fulfillment_sjw

consumer marketing

Perceived Value offeringsTrue Need fulfillmentActual value offerings

Benefits of Social Marketing

Stacey Waldspurger

CARDBOARD BOX

A “MOVE-ME” UNIT

PERCEIVED VALUE

Nike spends $1.7 billion on advertising annually. (omg.)

Here’s a secret, They’re all more or less the same.

Hierarchy of NeedsMaslow

Self Actualizing Needs

12345 Self development and realization

Esteem NeedsSelf esteem, recognition, status

Social NeedsSense of belonging, Love

Safety NeedsSecurity and Protection

Physiological NeedsFood, water, shelter

2

18

Targeting Weakness!

12345 Self Actualizing Needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self esteem, recognition, status

Sense of belonging, Love

2

18

Self development and realization

Security and Protection

Food, water, shelter

Target Fulfillment Needs

12345 Self Actualizing Needs

Self development and realization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Attempting to

2

18

Self esteem, recognition, status

Sense of belonging, Love

Security and Protection

Food, water, shelter

345 Self Actualizing Needs

Self development and realization

Esteem Needs

Social Needs

Recycled bottles

Energy Savings

Shop Locally

“Feel good

by doing

good”

purchases

ACTUAL VALUE

MOISTURIZER EVANGELIST!

I told all my friends!

wow.

Of advertising is “word of mouth”

80%150%5xmoreUS adults in LOHAS market in 2000

30%Of sales comes from top 20%

Cost of a new customer vs existing

“The Power is with the Consumer”P&G Chairman, A.G. Lafley

Raise the stakes on low involvement purchasesAdd value buy connecting to a consumers values.

Seventh Generation Advertising: $99,000

Tide Advertising: $133.8 Million

So, what have you learned, brands?

#1. Pay attention. Get to know your customer’s needs. What fulfills them?

#2. Trust is paramount to connecting with a community.

#3. Practice Value Based Marketing:

Align your mission, vision and valuesto your customer’s mind, heart and spirit

8

4. This is also your opportunity to give back. It’s a win win.

References:

Kotler, P., Lee, N. (2009). Up and Out of Poverty, The Social Marketing Solution. Wharton School Publishing, 1- 69.

Kotler, P., & Keller, K. (2008). Marketing Management (13th ed.). Prentice Hall. Patagonia polishes off the ‘magic bullet’ of word-of-mouth advertising - Internet Retailer. (n.d.). .

Retrieved February 23, 2011, from http://www.internetretailer.com/2004/02/18/patagonia-polishes-off-the-magic-bullet-of-word-of-mouth-a

Gatorade.com. (n.d.). . Retrieved February 23, 2011, from http://www.gatorade.com/default.aspx#home

Nike's star endorsements worry Wall Street - MSN Money. (n.d.). . Retrieved February 23, 2011, from http://articles.moneycentral.msn.com/Investing/CNBC/TVReports/NikeStarEndorsements.aspx

Seventh Generation aims for green market growth | Reuters. (n.d.). . Retrieved February 23, 2011, from http://www.reuters.com/article/2009/08/08/us-seventhgeneration-interview-idUSTRE57710720090808?pageNumber=2