Post on 08-May-2015
description
transcript
ENTR 4800: Social Entrepreneurship
Class 8: Marketing Considerations
Monday, November 8, 2010
1
Instructors: Norm Tasevski (norm@socialentrepreneurship.ca)
Karim Harji (karim@socialentrepreneurship.ca)
© Norm Tasevski & Karim Harji
© Norm Tasevski & Karim Harji
Agenda
• B Corporation • What did we learn – Last Week? • Guest Speaker – John Packer (Idea Workshop) • Marketing Considerations for Social Enterprise • “Live Case” – Jon Packer • What did we learn – Today? • Next Week
3
© Norm Tasevski & Karim Harji
Last Week – What did we learn?
4
© Norm Tasevski & Karim Harji
Jon Packer
5
Marketing for Social Enterprises…
6
© Norm Tasevski & Karim Harji
A caveat…
7
“Social Media”
“Social Enterprise”
© Norm Tasevski & Karim Harji
A Second Caveat…
Marketing!
8
Sales!≠!
© Norm Tasevski & Karim Harji
Where does Marketing Fit?
9 9
© Norm Tasevski & Karim Harji
Some Definitions • Social Marketing is the systematic application of marketing, along with other concepts
and techniques, to achieve specific behavioral goals for a social good. – The primary aim of social marketing is "social good", while in "commercial marketing" the aim is
primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.
Wikipedia
• Cause Marketing (or cause-related marketing) is a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to (1) create shareholder and social value, (2) connect with a range of constituents (be they consumers, employees, or suppliers), and (3) communicate the shared values of both organizations.
Jocelyn Daw (Marketing Consultant) – Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a
specific donation that is tax deductable, while cause marketing is a marketing relationship generally not based on a donation.
Wikipedia
• Sustainable Marketing is the process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria: (1) customer needs are met (2) organizational goals are attained, and (3) the process is compatible with ecosystems.
Donald Fuller (Sustainable Marketing Consultant) – Sustainable Marketing encourages the process of innovation by turning the marketing process into
an experimental, iterative process that has close ties to the customer. Individuals and interactions on a daily basis are important. Customer Collaboration over customer transactions. Responding to change over blindly following a plan.
Ivan Storck (founder, SustainableWebsites.com) 10
© Norm Tasevski & Karim Harji
Social Marketing
11
Deliver Satisfaction
Realize Aspiration
Practice Compassion
ProfitAbility ReturnAbility SustainAbility
Be Better Differentiate Make a
Difference
Individual
Soc
ial Ente
rprise
Mind Heart Spirit
Mission (why)
Vision (what)
Values (How)
© Norm Tasevski & Karim Harji
Examples of Social Marketing…
12
© Norm Tasevski & Karim Harji
Another Example of Social Marketing…
© Norm Tasevski & Karim Harji
14
Examples of Cause Marketing…
One of the first…
1983 – American Express & the Statue of Liberty Restoration Project
2006 – Bono & Product (Red)
Another…
2010 – Pepsi & the Refresh Project
Most Recently…
© Norm Tasevski & Karim Harji
Another Example of Cause Marketing…
15
© Norm Tasevski & Karim Harji
Sustainable Marketing…
© Norm Tasevski & Karim Harji
Sustainable Marketing…is tricky…
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 1!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 2!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit Checklist 3!
© Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit A Sample Decision Tree!
Marketing Considerations…
22
© Norm Tasevski & Karim Harji
Conventional & Unconventional Marketing
23
© Norm Tasevski & Karim Harji
Wheel of Marketing Misfortune
24
© Norm Tasevski & Karim Harji
Insight Led, or Trend Driven?
25
© Norm Tasevski & Karim Harji
Social Media…
26
© Norm Tasevski & Karim Harji
…be careful!
27
© Norm Tasevski & Karim Harji
Going Viral 4 C’s of Community!
28
• Content
• Context
• Connectivity
• Continuity
© Norm Tasevski & Karim Harji
Marketing Considerations Specific to Social Enterprise…
• Communicating the social benefit alongside the product – how much do you weigh the social impact vs. price vs. product quality?
– One can dilute from the other
– This is a big problem for social enterprises (e.g. doing good means that quality sometimes isn’t there)
29
© Norm Tasevski & Karim Harji
Social Impact vs. Price vs. Quality
30
© Norm Tasevski & Karim Harji
Other Considerations…
• Using marketing as a Feedback Mechanism
– It is not just the marketing that you are putting out, but it is what your customers are feeding back to you that matters
31
Break
32
© Norm Tasevski & Karim Harji
The Investment Pitch…
33 Source: Peter M. Evans (MaRS Advisor)
© Norm Tasevski & Karim Harji
The Investment Pitch…
34 Source: Peter M. Evans (MaRS Advisor)
© Norm Tasevski & Karim Harji
“Live Case” – Jon Packer
35
• Pitch your idea!
• Identify marketing strategies for your social venture
© Norm Tasevski & Karim Harji
What did we learn?
36
© Norm Tasevski & Karim Harji
Next Week
• Speakers: – Cheryl May, Skills for Change – Diane Popovski, Canadian Youth Business Foundation – Gwen Hughes, Canadian Youth Business Foundation
• Deliverable – Considerations for your Venture (Marketing, Operational, HR and Legal)
• Readings
37