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Sell Benefits, Not Features: Why Social Enterprises’ Marketing Shouldn’t Focus on Their Impact
Social enterprises tend to put their positive impact at the center of their marketing efforts – after all, that's the passion behind their business. But according to storytelling strategist Menno Moffitt de Block, there's a problem with that approach: Many people may care about this impact, but few care enough to change their purchasing decisions because of it. He explains why these businesses should focus primarily on their benefits to the customer – not their social impact.
- Categories
- Social Enterprise, Uncategorized
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Avoiding Impact Washing, Hero Worship and Other Ethical Marketing Pitfalls: A Q&A with Justin Belleme
How should impact-focused businesses market what they do – without succumbing to pitfalls such as impact washing or hero worship? We posed that question to Justin Belleme, the director of strategy at JB Media Group. As one of the few marketing agencies with a B Corp certification, JB Media works with multiple impact-focused businesses and organizations, including the SOCAP conference. In this Q&A, Belleme explores how well-intentioned impact entrepreneurs and their communications teams can keep their marketing in line with their missions.
- Categories
- Technology
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The Development Tool Nobody’s Using: Why it’s Time for the Women’s Empowerment Sector to Leverage Media and Advertising
In women’s economic empowerment circles, there’s no shortage of initiatives involving corporate partnerships with NGOs - often focused on agriculture or garment supply chains. But as Mara Bolis at Oxfam points out, this focus has led the sector to overlook other potential areas of impact – including media and advertising. Sharing some compelling examples, she argues that media could have as much – or even more – influence in shaping women’s economic opportunities as changes to global value chains.
- Categories
- Technology
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Outside the Echo Chamber: How Silence is Sabotaging Impact Investing
From individual investors to giants like Goldman Sachs and TPG, impact investing continues to gain new adherents. But despite the range of actors falling under the impact investing umbrella, the sector's narrative is largely dominated by the loudest voices in the room – a group that Bar Cudkevich of Aspectus Group argues is largely unrepresentative of the field's burgeoning diversity. She explores why a "strong, smart communications strategy" is essential for investors of all sizes.
- Categories
- Investing
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Why Focus Groups Aren’t Enough: A Surprising Lesson in Marketing Insurance in Africa
Building a customer-centric company naturally requires engagement with end users. But as digital insurance provider Inclusivity Solutions discovered, sometimes just speaking to customers is not enough. Tyler Tappendorf discusses how the company combined customer feedback with more quantitative data, after focus group input conflicted with real-world results in marketing campaigns in East Africa.
- Categories
- Finance
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The Downside to Being Nice: Why is the Social Sector Allergic to Comparative Advertising?
Unlike retailers and manufacturers that use advertising to build their brands and generate sales, the nonprofit and social business sectors are curiously allergic to spending money on advertising – and, more specifically, to saying, "We're better than our competitors, and this is why!" According to Charlie Bresler, former Men's Wearhouse president, this is a major mistake: Now executive director of the nonprofit The Life You Can Save, Bresler explores the reasons for this reluctance – and imagines what could happen if the social sector used comparative advertising to attract donors and investors.
- Categories
- Social Enterprise
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Unilever threatens online ad cuts to clean up internet
“Unilever, as a trusted advertiser, do not want to advertise on platforms which do not make a positive contribution to society,” Weed plans to say, according to a copy of the speech seen beforehand.
- Categories
- Technology
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Turning Cassava into Gold: Small Producer Taps into Big Demand in Kenya
The founder and managing director of Mhogo Foods in Kenya has found a niche processing cassava into gluten-free flour, starch and animal feed, and sees a bright future for Kenyan cassava farmers and processors like herself. “Cassava is a drought-resistant crop not very hard to care for in the farm," especially when compared to maize, she said. "That is why I process it.”
- Categories
- Agriculture
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