Editor's note: This post is the second of five in a series highlighting five communications trends to watch for in 2017.
Looking to establish a deeper relationship with customers? Purpose-driven engagement is the way to go. While not a new trend, the rise and popularity of social media has transformed the way brands connect with consumers and the causes they care about. Establishing a cause or organization to align with not only positions your business as one that's corporately responsible, it aligns your brand with consumers who share the same sentiment.
The return on your investment is two-fold, you get the satisfaction of community involvement while forming a relationship with customers that is far more impactful than singular transactions. Bottom line - identify a cause that aligns with your business, engage your customers and reap the rewards.
Per the National Retail Federation, consumers are more attentive to the social impact of products they purchase, presenting retailers with great opportunity to enhance their brand image and earn trust. In an interview with NRF, Lars Petersson, US President of IKEA noted: “It’s very important to us that our stores are good neighbors in their local communities…for example, since 2011, the IKEA Life Improvement Challenge has resulted in 204 makeover projects to nonprofit organizations in our communities.”
If it’s important to one of the largest retailers in the world, purpose-driven marketing should be on your 2017 communications radar, too. The key to success here is to be consistent, transparent and most importantly - be engaging and authentic.
If you’re considering incorporating purpose-driven marketing into your plan, or want to take your existing plan up a notch, consider these four tips:
Looking for a cause or organization to partner with? Don’t be afraid to look locally in order to establish a deeper connection with the organization and your customers. However, if seeking to partner with a national organization, view this list of the nation's top nonprofit organizations.
Want to incorporate purpose-driven engagement into your 2017 communications plan?