In 2011, Patagonia created a marketing campaign that held a certain shock value.
They ran a full page ad in the New York Times on Black Friday, telling people, ‘Don’t Buy this Jacket’.
The ad communicated the company’s philosophy at the time – which was to encourage customers to think about sustainability before they made a purchase. This ad, possibly unintentionally, became a hallmark of what purposeful marketing was and has the potential to be.
Today, when people are bombarded with information 24x7, there is little value in creating a marketing campaign that adds to the noise. Brands have to make an effort to craft a narrative that allows for engagement, meaningful connection with the audience and breeds loyalty within their audience base.
This article explores how businesses can move from merely making noise to creating real impact through effective marketing strategies and impactful storytelling for business. You’ll read about:
What is Purposeful Marketing?
As the phrase suggests, purposeful marketing refers to activities or tasks that help amplify a brand’s vision and mission; that is guided by a purpose greater than pure profit.
When a company employs purposeful marketing to relay their commitment to a cause, they highlight the values they stand for and send a powerful message to their community about why they do what they do.
Unlike traditional marketing, which focuses on short-term gains and high-volume sales, purposeful marketing aims for long-term relationships built on trust and shared values.
Brands like Patagonia and TOMS are prime examples. They don’t just sell outdoor gear or shoes; they sell a commitment to environmental sustainability and social good.
How do Small Businesses benefit from Purposeful Marketing?
When business leaders employ purposeful marketing to communicate their values and vision to their audiences, they create a two-way dialogue with them.
Customers who are passionate about causes and conscious about where they spend their money, lean into the messaging and positioning that a business creates. So long as this transparency is maintained, businesses see an increase in:
Positive Social Impact: Businesses can see their impact multiply as first-time customers gradually become loyalists and then advocates for the businesses that they engage with. Not only do they then help with the cause they care about deeply, they also bring more people into the fold – a process that snowballs over time.
Customer Loyalty: When customers see that a brand stands for something they believe in, they’re more likely to stick around. Purposeful marketing fosters a deeper emotional connection, turning one-time buyers into loyal advocates.
Increased employee morale: Employees who work for purpose led companies are more likely to come into work motivated and energised. Because they are committed to a cause that is bigger than just themselves or even pure profit, businesses find they have lower attrition rates and higher (average) employee tenures
What Makes for a Successful Purpose Fuelled Marketing Strategy?
The winning formula for a successful marketing strategy lies in capturing the customers attention and using that attention to encourage action.
While a conscious customer is hard to sway in his/her first interaction with a brand, it is crucial that the business continues to create several touch points with potential and existing customers to highlight their unique value proposition.
The most effective tool business leaders and marketers have at their disposal to create a winning strategy is the powerful principles of storytelling. Combine that with content marketing principles, and you truly build a strategy that can impact the audience. It all starts with:
Your Purpose: The reason why your brand exists. This purpose should align with your core values and communicated to your customers in a manner that resonates with them.
Crafting Compelling Narratives: Once a business understands its USP compared to its competitors, they should incorporate this key message in all its external communications. The narrative around this key message should be compelling – in that it should use powerful principles of storytelling to amplify & deliver the right message to the right people.
Measure Metrics that Matter: A purpose-led business will have several marketing goals besides increasing conversion rates and driving revenue. Awareness, fundraising, education of services & products are some outcomes that might be worthwhile to highlight. Consequently, metrics associated with these goals should be outlined and then tracked to ensure objectives are being fulfilled.
Analyse and Adjust: Once a campaign goes live, the team should start tracking metrics and analysing the results. If it looks like the campaign is underperforming, adjustments will need to be made to ensure KPI’s are achieved, and the campaign performs well.
Communicate Impact: Share results with your audience to build trust and transparency. Showing tangible outcomes can reinforce your commitment and encourage further engagement.
Examples of Small businesses doing Purposeful Marketing Right
Company Overview: Nisolo is a footwear and accessories brand focused on ethical fashion. They prioritise fair wages, safe working conditions, and sustainable production practices.
Purpose-Led Marketing Strategy:
Ethical Manufacturing Campaigns: Nisolo emphasises transparency in its supply chain, showcasing the artisans who craft their products and ensuring fair trade practices.
Sustainability Initiatives: They commit to offsetting 100% of their carbon emissions through environmental projects, and this is highlighted in their marketing.
Social Impact Reports: Regular reports on their website detail the social and environmental impact of their business, fostering trust and loyalty among customers.
Results: Nisolo’s strategy has built a dedicated customer base that values ethical consumption and sustainability, helping them stand out in the fashion industry.
Company Overview: Love Your Melon is a hat and apparel company with a mission to improve the lives of children battling cancer. They donate 50% of their net profits to paediatric cancer research and support.
Purpose-Led Marketing Strategy:
Impact Stories: Love Your Melon shares stories of children they support, making their mission personal and relatable.
Community Engagement: They involve their customers in their mission through ambassador programs and special events.
Transparency and Reporting: Regular updates on their website and social media about the funds raised and their impact on paediatric cancer research.
Results: The heartfelt and transparent approach has garnered a strong following, with customers feeling directly connected to the cause they support with each purchase.
Companies across the world are becoming more and more conscious of the work they do and how that work impacts the planet and the people. In line with this shift in production of goods and services & consequently consumption patterns of the people, it is only imperative that functions like marketing, that support a business, align themselves to the values, mission, and vision of the companies they serve.
Vox360 regularly works with impact led businesses & entrepreneurs to enhance their brand presence. To understand how we can support your business growth, get in touch with admin@vox360.net today.
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