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| A Challenge: Ideas for market ing individual action to better society | Views: 1143 |
| Oct 30, 2005 12:03 am | | A Challenge: Ideas for market ing individual action to better society | # |
Leslie Wolff | | In a world increasingly filled with strategies to market hate. that promote and provoke violence here's a challenge. Tell us your thinking on how business can counter these efforts in ways that will enhance their bottom line. Call it altrusitic marketing.
If you find that too difficult a topic to take on try these:
- Improving civility
- Selling the importance of literacy
- Supporting freedom of expression
Don't limit this to a strong copyline, but a framework of steps that can be taken witih a company and through theircustomer base to intiate positive change.
Any takers?
Les WolffPrivate Reply to Leslie Wolff |
| Nov 01, 2005 2:14 am | | re: A Challenge: Ideas for market ing individual action to better society | # |
>> Barry Caplan - Start Your Future Today | | Leslie -
Is this an altruistic exercise, a tryout for work, or an assignment your copmany has ben given?
The description seems a little vague, yet you are asking for a fullly thought out campaign it seems...
Happy to work with you off line on this if it a real project as I am feeling out the opportunities for something similar with a local agency...
Best,
BarryPrivate Reply to >> Barry Caplan - Start Your Future Today |
| Nov 01, 2005 6:10 am | | re: re: A Challenge: Ideas for market ing individual action to better society | # |
Leslie Wolff | | Barry -
You asked a good question. It is an exercise and a desire to spark some creative thinking towards problems that exist in society. Perhaps we might create a viral marketing effort that might generate change on an individual basis as well as on a larger scale.
My years of experience have taght me that if you get good people passionately discussing a solution to a problem you'll probably develop some ideas that a smart marketer will use to take to another level. In the worst case it causes some people to think a bit more about the world around them.
Leslie Private Reply to Leslie Wolff |
| Nov 01, 2005 2:32 pm | | re: A Challenge: Ideas for market ing individual action to better society | # |
Vibhuti Jha | |
I am willing to support this effort - count me in. Recently I had the privilege to address a National Organization's Local chapter on " Globalisation and its impact on Indo-US Relationships". In that one hour presentation and followed by Q&A I continuouisly felt that there was so much GOODNESS around but IGNORANCE and GREED had created a wall of illusions and disbeliefs. And this was the story of an educated group of people !
We need to address the issues - thank you for coming up with the idea.Private Reply to Vibhuti Jha |
| Nov 01, 2005 6:27 pm | | re: re: A Challenge: Ideas for market ing individual action to better society | # |
Lydia Sugarman | | There's an entire special advertising supplement in today's (11/1) NYT about CSR ( Corporate Social Responsbility) which is gaining a bigger role in companies of all sizes. It encompasses many aspects of how a company operates, does business, makes and spends its money. It is a defining measure of success for many companies. Some, such as Nike, have a vice-president of corporate responsibility.
A related segment on The Today Show this morning was about teenage girls organizing a "girl-cott" of Abercrombie & Fitch to stop selling sexist, divisive t-shirts.
And, then there's Walmart's War Room where they've actually gathered high-powered veterans of presidential campaigns to help burnish their tarnished image.
Interesting, huh? Convergence of thoughts. We used to tell each other not to think about a great idea too much lest others pick up on it floating out there in the ether and steal it for their own.
I think you can look back at what happened in the 70's, how environmental issues influenced the way people spent their money and anticipate that happening again, but to a greater extent.
Unfortunately, I don't think it's going to be that easy to sell civility, courtesy, and old-fashioned good manners to the general public will be achievable. Read "Bowling Alone" to get insight into this.
Lydia SugarmanPrivate Reply to Lydia Sugarman |
| Nov 27, 2005 6:31 pm | | re: re: A Challenge: Ideas for market ing individual action to better society | # |
Leslie Wolff | | Jessan -
Thank you for your note. For reasons only Ryze administration knows it took 3 weeks for your message and that of others to reach me.
I agree with you that there is nothing wrong with being altruistic, in fact it is a great way to grow a business.You only have to look at the field of mass communication which has become increasingly cluttered with few advertisements being capable of standing out from the crowd. Being a "Community Concerned Corporate Citizen" can lead to innovative "outside-the-box-thinking" that will not only positively impact the community environment, but the corporate bottom line as well. BUT this requires the commitment and focus of senior management, not middle managers, in order to get established.
Many may think this can not be accomplished. They are wrong. If mass communication can set fashion trends, influence language, health and more it can also impact one's perspective of life around them. Education and information can be communicated in many creative ways. How strong would be the sales increase in the publishing world (including newspapers) if they promoted literacy and aided in eliminating illiteracy. "Libraries..The Amusement Park of the Mind (tm)" promotes effectively a subject that greatly needs public support. But nothing beats this one which is found in the writings of every religion in the world. "Treat others as you want to be treated" and you'll find it a personal treat!
Les (Don Quixote) Wolff (midnighexec@aol.com) Private Reply to Leslie Wolff |
| Nov 27, 2005 6:36 pm | | re: re: A Challenge: Ideas for market ing individual action to better society | # |
Leslie Wolff | | Again my apologies for the slow response, but your 11/1 message was just receievd (11/27).
Perhaps a key to getting more goodness communicated among the masses is to show businesses that the more they give to the community the more they'll get back on their bottom line.
Les (Don Quixote) Wolff (midnightexec@aol.com) Private Reply to Leslie Wolff |
| Nov 27, 2005 6:47 pm | | re: re: re: A Challenge: Ideas for market ing individual action to better society | # |
Leslie Wolff | | Lydia -
Like others who sent me messages for reasons unknown to me it took 26 days to reach me, but is appreciated.
You are right that the role of corporate social responsibility is becoming more and more prominent in the marketing mix. but its execution still leaves a lot to be desired. But it is headed in the right direction.
Unfortunately most business operate under the "Fire Syndrome" where they spend all their time puuting out day-to-day fires or lighting them under someone. Thus they are reactive, not proactive. Add to this the fact in most industries the brand or marketing manager is rarely in that position for more than 18 months, thus the chance you'll have an "altrusitic marketing" effort established is slim without the strong support of senior management.
Yes, civility, good manners. courtesy are a difficult sell, but the public's desire for them is huge thus the opportunity exists with the right execution.
Les (Don Quixote) Wolff (midnightexec@aol.com)Private Reply to Leslie Wolff |
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