5 Tips for Targeted Consumer Marketing

12, 2019

5 min read

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There is a growing number of consumers who are trying to understand every detail of the activities and products of companies. People are looking for ways to better decide what to buy, so good brands are known to everyone. Some of them are enough to list: TOMS, Warby Parker and Ten Thousand Villages. Business Ethics Issues – Delivering a product or part of it as a gift or paying a fair wage to a factory worker is becoming increasingly important for a company and it is truly valuable to the customer.

Consumer Report was founded in 1936. Consumers have always been eager to understand the details of production from inside the company to help make a thoughtful decision when purchasing. Today's guides in this area, the Good Guide and a number of other pages, focus on the ethics and social awareness of companies, making it much easier for customers to compare stores and identify brands based on moral priorities.

Cone Communications conducted a survey on corporate social responsibility and concluded that 91% of the world's consumers would prefer them to the brands in terms of price and quality driven by noble goals. And according to a Nielsen survey of 28,000 online reporters from 56 countries around the world, 46% said they were willing to pay even more for the products and services of companies that implement community-based programs.

Together with a few trusted people, I tried to figure out what is needed to make sure that consumers know the product. The astonishing fact is that today it is not enough to produce products only in an ethical way – both product and service must be of high quality.

1. Solve serious problems you don't even want to talk about

What kind of problems are there in your industry? What kind of problems can your company or product solve?

Scott and his tanners are co-founders of Boll & Branch, a natural linen company that speaks quite frankly about workers in the textile industry doing poorly, and also without hesitation informing us that their expensive brand of premium linen kit Produce Lia. This means that they are well paid and treated well by workers and farmers.

"First, you need to talk about the problems that exist in your industry, and then clearly show how you solve those problems so that your clients can be convinced," they say.

Consumers are now more than willing to know that the products they buy benefit the people who make them. Stacey Horowitz, founder of Shopping for a Change, says: "Buyers are already well-versed in everything they want to be sure that the products they buy will also be returned to the manufacturer. The buyer and the manufacturer have an emotional connection with each other. Our customers like the fact that when purchasing products with us, their purchases help improve the lives of those who have access to these products at home and abroad. ”

Related article: 5 Ways to Understand the Psychological Impact You Need to Know Before Starting a Business

2. Be transparent, educate your clients so they can make better decisions

We have come a long way since the first issue of Consumer Reports. At that time, the idea of ​​impartiality could only be bypassed by the production company. Today, brands are taking greater responsibility for themselves, providing their customers with the information they need to make decisions in a transparent manner.

Speaking of specific details, Tannins cites this example: “If you have a serious question on Twitter about what you do to eliminate child labor in the country where your products are manufactured, reply so that your information can confirm how important your business is. Or chat about how your company is taking care of the environment; Or quickly create an infographic and explain to your customers that you have both environmental and social implications when designing products and that you care for staff as well. Let your clients know that they are ready to make a better decision. It builds trust and fosters brand loyalty. ”

3. Make the right decisions as part of your company

"It is not enough to provide details of the production details to prove that you are fully aware of social responsibility," says Tannen, "" It is extremely important that when we make choices, we only do what we think is right, not what is easy or Convenient. I'm sure our clients think so too. They want to understand all the details of the company's activities and buy products from companies that share the same values. "

The most successful brands, which realize social responsibility, put their mission first and foremost in whatever they do. Share your company founding history with an emotional video, or as a company leader, share your thoughts on what your employees are up to and why they are trying to change the world. Show how you work tirelessly to maintain a progressive atmosphere in the company and how you maintain it.

Even if you are on the list of the 500 largest companies in the United States, do not forget that your brand will be judged by your customers. Michelle Martin, Head of Public Relations at Qualcomm Wireless Reach, says: “Our company is strategic in its essence, working tirelessly to discover technologies that can have a positive impact on the world. We invest in societies and demonstrate how mobile technologies can stimulate emerging economies by creating sustainable business development tools for junkers. We do this because our innovations can transform lives, and that is ultimately our greatest reward. ”

Similar article: 4 Eco-Friendly Industrial Production in Georgia

4. Buy products directly from customers

To gain a competitive advantage, Boll & Branch, both at wholesale and retail prices, processes its own products, obtains materials directly from farmers, orders production, and sells them directly to consumers online. The company thus reduces costs associated with traditional retailing and importing.

Tannins has rediscovered how its category of business models can make high quality, certified linen much more accessible than traditional linen. The company has been selling its products for eight weeks since its inception, with sales expected to last at least 18 months. Re-think how your industry works and put aside all the outdated methods that do not help you achieve your goals.

5. Lastly, post all the reviews

Sincere customer feedback is extremely important to any brand, and especially to those who understand social responsibility and whose customers demand transparency. Tannins agrees: “Customers are smart – they know your products are fantastic, but posting customer reviews without any editing is really important. Feedback can be pushed to justify the rise in price of products with ecologically responsible or honest trademarks in comparison to their traditional analogues. ”

It is true that not everyone buys natural products, but the desire is really high and this is confirmed by sales. My prediction is this: it is only a matter of time before and brands with a great deal of social responsibility become more accepting. The fact is, there are already agencies trying to reach out to targeted clients. This is truly a mark of our time, so what else should it be?

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