media update’s Nakedi Phala unconvers why social marketing can be used as a
checkmate strategy for 2021.
One can’t deny that 2020 has been a
tough year, forcing marketers to think on their feet, revisit the drawing board and to completely change strategies that had been a work in progress for months already.
Social marketing for brands and organisations can be used as a reset in the minds of audiences.
The purpose of social marketing is to help capture, or recapture, the attention of an audience. The method sometimes uses features such as guerrilla marketing or fear-driven marketing to create awareness around issues that could be affecting society at large.
With that said, here are four reasons why you need to consider a social marketing strategy for 2021:
1. Social marketing helps to influence audience behaviour
To divert audience behaviour, you need to first acknowledge and understand the reasons
why your consumers are doing what they’re doing before creating a social marketing campaign. This will allow you to spot opportunities that will instill change and redirect their attention to your brand.
Let's take the example of an alcohol brand looking to assist the traffic department in creating social change and safe consumption of alcohol. The alcohol brand could enter into a co-marketing partnership with the department to help promote a message that will change the attitude towards alcohol abuse.
The consumer's attitude has a high chance of undergoing change due to the relationship between their favourite beverage brand and a governmental department. It shows the consumer that the brand has taken a stand against the abuse of alcohol and is actively playing a role in a collaboration with other entities who also wish to see change.
Although this may not benefit the brand financially or in any means directly, they would have earned some positive PR as a ‘good doer’ within its society. And, more often than not, this kind of reputation promotes a stronger customer loyalty and confidence.
2. Social marketing provides a social purpose
Social marketing is purpose driven, no matter which way you look at it. Therefore, the entire focus of your campaign should be designed to create social change as opposed to simply benefiting your brand.
Brands such as KFC have used what is alternatively known as ‘cause marketing’ through its ‘Add Hope’ campaign. This probably gives you a clearer picture of where all those R2s have been going to,
right? Any privileged human that affords KFC would react sympathetically towards a cause that benefits underprivileged children — they may even buy more KFC in support of the cause.
The brand ultimately saw a gap in the behaviour of society — its solution? Feeding malnourished children through its own restaurant franchise. This paints a perception of KFC being
more than a fastfood chain that sells chicken, but as one that ‘adds hope’ to those in need.
As an added bonus, social marketing attracts earned media, such as community newspapers, which generally don’t mind covering a ‘feel good’ story of brands doing good in their community.
3. Social marketing educates society at large
In a social marketing strategy, there’s always room to educate consumers and society at large — there is even an opportunity to set an agenda by addressing and informing on issues faced by society.
Let’s take a look at something that’s a hot topic in South Africa: gender-based violence against children and women. Sensitive topic, isn't it? This particular topic really needs serious attention. In the midst of it all, alcohol abuse has been one one of the substances called out by pressure groups to be a contributor to the scourge of woman and child abuse.
There is an article by social group Sonke Gender Justice titled,
Alcohol abuse is linked to gender-based violence, so why are increased alcohol prices not in the Liquor Amendment Bill? This article discusses how the abuse of liquor can lead or encourage violence in one who abuses alcohol.
If there was ever a greater time for liquor brands to make a positive impact in is society, it’s
now. Brands can do their part by creating forums and workshops that strive to educate not only liquor addicts, but those who abuse women and children.
Although the issue of alcohol being labeled a contributor to the high numbers of domestic abuse is still a debatable topic, it might get to a point where its involvement in such issues will negatively affect the sale of alcohol altogether. So why not act now? Brands, including alcoholic brands, should aim to create social awareness programmes that will show support to the victims.
4. Social marketing could earn your brand a sponsorship
A brand that has good stewardship in society has the potential to attract donors and sponsorships — be it through ads, PR, or whatever the case is — as long as it's a good deed.
Take, for example, an organisation like CANSA. One might ask how it has managed to stay financially lucrative and attract sponsors. The answer? It’s because the company has stayed loyal to its cause of clamping down on cancer and has always created social marketing campaigns that not only benefit the brand, but also individuals diagnosed with this illness.
So whether you’re a brand, NPO, NGO or business, there are
many ways to earn sponsorship through social marketing. And never worry about your wallet: There are always brands out there willing to assist you with your financial affairs during your campaigns — especially when it serves to benefit society as a whole.
Do you think social marketing has the potential to grow a brand by selling a message? What are your thoughts? Let us know in the comments section below.
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