I’m No Angel (#ImNoAngel) by Lane Bryant is a good example of Movement Marketing
In a “hyperconnected, ultra-competitive, and supercluttered marketplace”, doing more of the same big idea advertising on mostly mainstream media channels isn’t going to work anymore. Consumers are getting jaded and overloaded with information – much of which has little or no relevance to their lives nor their interests.
To win over increasingly cynical consumers who expects nothing less than total transparency (fueled by the openness of the social web), what should companies and businesses do?
Written in a highly persuasive prose, Scott Goodson’s book Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements argued that the future of business is seeded in revolutions both big and small.
From the Arab Spring, Occupy Wall Street, hand-crafted bamboo bikes to Pepsi’s “Refresh” Project, Goodson explained that citizens and companies alike are leveraging on the ease of starting any movement big or small through a mix of online social networks and offline gatherings.
Hand-crafted bamboo bicycles are a movement both literal and figurative! (source of image)
With this fundamental shift, businesses need to change their entire marketing model. Instead of persuading individuals to buy products or services, they should understand what consumers truly care about and find ways to align themselves in a meaningful (as opposed to a pretentious) manner.
To kick start any movement, companies should consider how they can ignite and propel their organisations towards the five stages of movement marketing. These are:
Develop a strategy for movement marketing by understanding the insights and motivations behind public and consumer preferences and behaviours.
Create a platform and use it to declare the movement. Manifest your movement both internally within your company and externally with your stakeholders.
Find a way to unite your provocateurs, launch the movement, test it and adapt it along the way. This can be done through a pivotal activity or event.
Employ the tools of communication (eg social media channels like Facebook, blogs, Twitter, Foursquare, Youtube, as well as mainstream media) to go massive. Build the communications infrastructure in advance to ensure that you are ready to generate waves.
Maintain the momentum, continually providing content (either from within or preferably crowdsourced from supporters). Adapt and modify on the fly depending on what works and what doesn’t. Measure success.
Lance Armstrong partners Nike for Livestrong (source of image)
With numerous examples and case studies from the worlds of charity (Charity:Water), politics (No Labels by Mark McKinnon), health and sports (LIVESTRONG by Nike and Lance Armstrong), craft (Handmade Nation’s Faythe Levine), and organisations themselves (“Rise” by the Mahindra Group), the book highlighted how “ideas on the rise” can be tapped on to start a marketing movement.
Instead of asking “How can we get more people to buy this product?” or “What is the unique selling proposition of this new service?”, companies should find out what’s going on in the world, what people care about, and what’s culturally relevant.
By keeping their ear on the ground and taking a stand on a cause that their consumers are fired about, companies can better ride the wave of uprisings while being seen to contribute to their communities.
To ensure that companies are not seen as exploitative, Goodson suggests that you should look deep within the DNA of your organisations.
Spark the change from an inside-out manner. Ensure that there is a good fit between what your movement seeks to achieve, and what your organisation is known for.
To spark off movements internally within your corporate community, here’s what you can do.
First, identify your areas of expertise and share them with your followers, colleagues or members.
Next, create platforms that can connect everybody – preferably an online one which is easier to manage – and provide useful and inspiring content in a consistent and calibrated manner.
After you have done that, find ways to equip your stakeholders with information tools that they can use. This can include training in social media marketing, or other forms of evangelistic communication.
Finally, create an event that will rally the community and generate enthusiasm. Make this the high point of your movement.
From his company StrawberryFrog, Goodson proposes that effective communication of a movement idea should take place through the following practical steps:
As you can see, movement marketing works best through platforms that are inherently digital and social. While offline communication methods are also helpful, especially in generating stirring the emotions of followers and rousing them to take action, having a strong “home base” on the social web is a necessity for movement marketing.
Rooted in passion, deep-seated emotion and a propensity for righteous (or otherwise) action, movements will increasingly be a way of life for many. To ride this new wave, companies should examine how their missions and visions can achieve synergy with the greater good of society.
While newer companies like Zappos.com and TOMS are exemplars of this new sensibility, older companies such as Coke (“Live Positively”), Unilever (Dove’s “Campaign for Real Beauty”) and Levi’s (“Go Forth” as shown below) are also embracing the new movement towards movement.
Starting a movement isn’t going to be a walk in the park for most organisations.
Swallowing the “movement” pill requires companies to be a lot more open, transparent and responsive to their stakeholders. Anything which reeks of insincerity or superficialness will result in scathing backlash.
To play in this new arena of marketing, companies must be prepared to say they’re sorry, correct any missteps quickly and take affirmative actions to regain the trust of the public.
What are the good examples of movement marketing which you have seen in recent years?
Courtesy of Scoot Goodson’s Cultural Movement Blog
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