Traditional marketing strategies focus on advertising. However, movement or cultural marketing takes a different path. Movement marketing influences customers to either rise up against an idea. As such, the proper use of this marketing strategy can elevate a brand to a brand-fueled experience that relates to your clients. Since this strategy influences the decision of the client, the result is a long-term domination of the market. Here are five things to know about movement marketing.
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Definition
Unlike other advertising methods, movement market does not rely on brainwashing people to believe in your brand. The strategy focuses on identifying a culture that produces ideas or problems in a society and then developing a plan that addresses the same. With such a campaign, the business connects with the people and becomes part of their lives. Company objectives may vary but should revolve around social values. For instance, you can direct some benefits towards a social change such as using a percentage of the buying cost to help a children’s home. Marketing movement requires you to understand the strategy and employ a rational way of thinking. Visit StrawberryFrog.com to learn about the policies you can use to spark a brand movement.
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Features
The characteristics of an excellent cultural movement include winning emotions, calling for participation, commitment, honesty, and building communities. Allow your brand to invoke feelings for customers to support you. Your marketing strategy should empower your customer while encouraging them to participate in your campaign. Your campaign should also be transparent to prove that you are genuine. Let the cause drive the movement by achieving the intended purpose.
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Importance
Movement marketing has a higher ROI (Return on Investment) compared to other advertising strategies. Most customers decide to buy your product because they can see that your campaign is genuine. Most people want to be part of a business that is not only after profits but also works towards social change. Movement marketing will enable clients to trust your products or services. Clients understand that you will use the benefits accrued from the purchases to change society. Additionally, cultural marketing is an excellent way to improve the world. The campaign will add to the humanitarian efforts around the world. Moreover, the benefits will reflect in your revenue since your noble act will appeal to more customers.
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Barriers
If you are entirely focused on your ROI, you cannot create a movement. If your company prevents people from working together, your campaign is likely to fail. As such, slow-moving, rigid, and overly bureaucratic business cannot make movements. Additionally, you cannot reverse engineer a movement. You should build a company from a social mission for your movement to work.
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Creating a Movement
Every movement is unique. You will not find a playbook for building a movement. Nevertheless, you should create a warm, authentic, and lasting emotional connection with your clients to form a strong foundation for your brand. With such a foundation, movement marketing can elevate your business. As the movement grows, so will your company.
The business field has several untapped opportunities that can assist in making a better world. You only have to know what is out there and how your company can help.
