Tag Archives: Communication

Marketing Used for Good

We commonly think of using marketing principles and practices to promote business and grow revenue. And that’s fine – up to a certain point. However, marketing can be so much more.

We know that marketing is used to grow businesses and organizations. Increased revenue usually leads to new research and development, new products and services, and strong returns for shareholders and stakeholders. Lots of people benefit from this. And that’s good. But it is only part of the story. Marketing can also be used to help society in very powerful ways.

In one example, advertising agency Havas Tel Aviv recently used it powers for good when it partnered with Laisha, a popular women’s magazine in Tel Aviv, to promote a domestic abuse hotline. A study of women in Israel had found that most women were not even aware that a  hotline number for domestic abuse even existed. Therefore, for the promotion the agency created a simple cover page for Laisha with the 24/7 helpline phone number in large white letters on a black background. Basically, making it an impossible-to-miss cover. The text stated that women who suffer from domestic violence are not alone – and that the anonymous phone line offers help in all languages.

The result: An increase in calls to the hotline by 500%!

Musicians and artists also are powerful contributors to social programs and awareness. Several years ago rapper Logic recorded the song titled “1-800-273-8255,” directing young people to the National Suicide Prevention Lifeline phone number. The song chronicled a youth’s journey through depression to a suicide prevention call. The song was nominated for Grammy awards for song of the year and best music video as well as a MTV music video award. But the most stunning result was the increase in calls for help during its release.

The results: 9,915 more calls to the support line were made in the 34-day period after the Grammy and MTV Music Award shows! The song’s impact contributed to an estimated 245 fewer suicides over the same period. That’s powerful!

Consider: Marketing makes a difference in many ways.

Group Activities and Discussion Questions:

  1. Discuss how marketers can be active with social responsibility and justice.
  2. What skill sets translate from corporations to community service?
  3. Show Logic’s video: https://youtu.be/Kb24RrHIbFk
  4. Divide students into teams. Have each team select a social issue or a community program that they admire.
  5. Challenge each team to develop a marketing tactic to highlight the ways in with the programs can help people.
  6. Alternatively, have each team research an existing social program and analyze its messaging and tactics (ex: Red Cross, Big Brothers, etc.)

Sources: Ansari, T., (Dec. 15, 2021). Rapper Logic’s song about suicide prevention may have saved hundreds of lives, study says, Wall Street Journal; Griner, D. (Dec. 2, 2021). This magazine cover boosted calls to an abuse hotline by 500%. Ad Week.

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Singles Day 2021 Hits $75 Billion!

It’s fall and the start of the holiday shopping season. And once again, the world’s biggest shopping event has occurred. But no, it’s not Black Friday or Cyber Monday in the U.S. The biggest shopping day comes from the opposite side of the globe from the U.S. – China! Singles Day is held annually on November 11 in China.

Singles Day was originally started in 1993 by college students as a celebration for people who are single, chosen because of the connection between singles and the number ‘1’. Eventually, Chinese ecommerce company Alibaba forged an online shopping event in 2009 to take advantage of the interest, and the rest is retail history.

November 11 is now the globe’s largest shopping event. This year’s sales (stated as Gross Merchandise Value – GMV) reached $84.5 billion, an 8.4% increase over last year. (Note: GMV has no standardized way of calculating the metric.) The GMV reflects sales from November 1 – 11.

Singles’ Day has become an event on its own, including celebrities, fashion shows, TV galas, virtual reality, and augmented reality shopping, and it continues to expand to countries outside of China. However, this year’s event was slightly calmer as Alibaba faces the impact of Beijing’s scrutiny of technology companies and China’s “common prosperity” drive for the nation’s citizens.

Criticisms remain that Alibaba’s infrastructure outside of China is weak, particularly with respect to larger household appliances and items. It is developing international warehouses and improving its transportation efforts though as it seeks to compete with Amazon and other ecommerce companies in the west.

Highlights of this year’s event included:

  • Themes of green logistics, eco-friendly products, and consuming “with care.”
  • Gave out “green vouchers” for discounts on energy-efficient and low-impact goods.
  • Launched a dedicated eco channel that hosted 500,000 products from 2,000 merchants.
  • Offered to recycle packaging waste at 60,000 pickup stations across China.
  • Donated one yuan (16 cents) to charity every time someone interacted during the event with a social media post about charitable giving.

Why is it so important for global brands to enter this shopping day? Consider that there are roughly 300 million middle-class shoppers in China, rising to an estimated 500 million in the next 8-12 years. While Singles Day may have originally started for lonely Chinese consumers, the shopping day now is seen as critical to driving China’s – and the worlds – economy.

Group Activities and Discussion Questions:

  1. Most students will not have previously heard of China’s Single Day. Discuss the shopping holiday and its importance in China.
  2. This is likely the first time students have heard about Singles Day. There are a number of videos that can help explain the event:
  1. What is 11/11?  https://youtu.be/bRv9qG75x2c
  2. Evolution of Singles Day: https://youtu.be/CY_fE5EJZ-Q
  3. Discuss how this holiday compares to Black Friday and Cyber Monday in the U.S.
  4. Video report on 2020: https://youtu.be/iwHbvxd5Rqk
  5. WSJ video report: https://on.wsj.com/3olgSm8
  6. How should U.S.-based companies participate in Singles Day?

Source: CNBC; Forbes; New York Time; Wall Street Journal; other news sources

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Rebranding Facebook into Meta

Ask any marketer and they will tell you that rebranding a company is tough – and expensive. Once a company’s brand is firmly established, it has a value that carries to the company and all its products/services. Consider that a brand is the position a company holds in the consumer’s mind. State a brand name such as Nike, Tesla, or Google, and a specific image will quickly come to mind.

Let’s try it. “Facebook.” What thoughts and images did you immediately recall?

Now let’s try another name – “Meta.” Any thoughts?

Meta is the new company name for the formerly-known Facebook company. Why the shift? After all, Facebook is already one of the most well-known and valuable brands in the world.

To explain the change, Facebook/Meta CEO Mark Zuckerberg stated it this way: “We are a company that builds technology to connect…. But over time, I hope we are seen as a metaverse company.” The new name is designed to help the company (and its audience) transition from being seen primarily as a social media company into something much broader and more ambitious, encompassing the “metaverse.”

What is the metaverse? The term originated in science fiction from writer Neal Stephenson. It refers to a virtual space where people can do virtually everything from playing games, meeting with friends, attending concerts, and of course buying many different kinds of digital (and physical) goods and services. (Think “Ready Player One” or “Snow Crash.”)

In the past 15 years, Facebook has bought a whopping 78 companies in many areas of technology. The most well-known and valuable acquisitions are Instagram (acquired for $1 billion in 2012), WhatsApp ($19 billion in 2014), and Oculus VR ($2 billion in 2014). These acquisitions have helped the company expand using social media and advanced technology – most geared towards young users. They also set the stage for developing new services into gaming and the metaverse interactions.

Facebook has also been under intense pressure this fall after stories emerged about its calculated social media strategies and toxic handling of Instagram for teenage girls. Other issues that Facebook faces includes antitrust regulations and privacy concerns in the U.S. and Europe.

What does the future metaverse hold for us?

Group Activities and Discussion Questions:

  1. Discuss the importance and value of a strong brand.
  2. Poll students: Should Facebook rebrand? What does ‘metaverse’ mean to them?
  3. Show Meta website: https://about.facebook.com/meta/
  4. Ask students to define “metaverse.” What is its appeal to consumers?
  5. View a video from WSJ: https://on.wsj.com/3mnxucW
  6. Additional videos are available on Meta’s YouTube channel: https://www.youtube.com/channel/UC04FyDIvYXNecpbG8gyOw4A
  7. Discuss other corporate rebranding efforts such as Google’s rebrand to Alphabet.
  8. When does rebranding make sense for corporations? When should it be avoided?

Source: Forbes; New York Time; The Verge; Wall Street Journal; other news sources

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