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1、How to best leverage cause marketing in e-commerce to build your brandShelf ConfidenceShelf ConfidencebyCAUSE&EFFECTDid you know?Cause marketingCause marketing(or(or causecause-related marketingrelated marketing)refers to a business partnering its marketing refers to a business partnering its market
2、ing to the fundraising needs of a charitable to the fundraising needs of a charitable cause or noncause or non-profit organization for the profit organization for the benefit of both parties.benefit of both parties.American Express coined the term American Express coined the term causecause-related
3、marketing related marketing in 1983 in 1983 with its campaign to support the with its campaign to support the Statue of Liberty Restoration Statue of Liberty Restoration Project,which donated a penny Project,which donated a penny for each credit card purchase,for each credit card purchase,raising ov
4、er$2,000,000.raising over$2,000,000.And it should be no surpriseIn addition to just being In addition to just being the right thing to dothe right thing to do,cause marketing has business benefits:cause marketing has business benefits:Brand Brand EquityEquityBrand Brand LoyaltyLoyaltySales Sales Gro
5、wthGrowthEmployeeEmployeeMoraleMoraleCompetitiveCompetitiveDifferentiationDifferentiationIn fact7 in 10 7 in 10 U.S.millennials say U.S.millennials say its important to its important to them that the brands them that the brands they purchase from they purchase from have a charitable have a charitabl
6、e ponent.Source:5WPR Consumer Culture Report 2020Furthermore,Furthermore,71%71%said they would pay more for a said they would pay more for a product if they know that some product if they know that some of the proceeds go to charity.of the proceeds go to charity.AlmostAlmostAND that brand loyalty pa
7、ys back big timeSource:Frederick Reichheld,Bain&Company 5%5%increase in customer increase in customer retention ratesretention rates=25%25%to 95%to 95%increase in profits increase in profits as loyal customers buy as loyal customers buy more,cost less to serve,more,cost less to serve,and help refer
8、and drive and help refer and drive new business over time.new business over time.Cause marketing can help Cause marketing can help grow your profitability grow your profitability in another wayin another wayYou had me at“hello”The four Ps of retail are now visible to everyone online,which The four P
9、s of retail are now visible to everyone online,which can drive aggressive price matching and unprofitabilitycan drive aggressive price matching and unprofitability98%98%of retailers national brand assortment is the SAMESAMEThe marketplace becomes a dynamic,real-time,SKU-level PRICE WARPRICE WARas re
10、tailers turn to their remaining levers:price+promotions.price+promotions.“How low can you go?!”“How low can you go?!”“How low can you go?!”“How low can you go?!”Daymon Private Brand Intelligence Report 2019Cause marketing allows Cause marketing allows brands to promote without brands to promote with
11、out affecting the price!affecting the price!Sounds like a plan.Where do I sign?Start leveraging current and new brand Start leveraging current and new brand cause marketing partnerships in ecause marketing partnerships in e-commerce commerce to increase sales and loyalty,protect to increase sales an
12、d loyalty,protect profitability,and most importantly,support profitability,and most importantly,support good causes.good causes.Lets get started!1)Your Products May Already Serve a Noble Cause1)Your Products May Already Serve a Noble CauseDont forget to claim credit for your product benefits,as many
13、 are themselves in service of a Dont forget to claim credit for your product benefits,as many are themselves in service of a greater cause across many consumer needs,including health,safety,security and learning and greater cause across many consumer needs,including health,safety,security and learni
14、ng and development.development.Just to name a fewJust to name a fewHealthier DietHealthier DietIncreased FitnessIncreased FitnessGreater ProtectionGreater ProtectionEarly EducationEarly EducationHowever,your brands are likely doing However,your brands are likely doing(and/or could be doing)more for
15、a cause(and/or could be doing)more for a cause than delivering on the product promise than delivering on the product promise alone.alone.2)Elevate Your Cause from Product to Purpose2)Elevate Your Cause from Product to PurposeWhether directly or indirectly relevant to your category or brand story,you
16、r cause(s)can be Whether directly or indirectly relevant to your category or brand story,your cause(s)can be amplified to further build your brand equity and loyalty and make a greater impact in the world.amplified to further build your brand equity and loyalty and make a greater impact in the world
17、.A Cause for A Cause for Who Makes ItWho Makes ItA Cause forA Cause forHow Its MadeHow Its MadeA Cause for A Cause for Supporting OthersSupporting OthersA Cause EnablingA Cause EnablingOthers to Support Others to Support OthersOthers3a)Shopper Engagement:Appreciation3a)Shopper Engagement:Appreciatio
18、nThe good that your brand does both publicly and behind the scenes on an ongoing basis The good that your brand does both publicly and behind the scenes on an ongoing basis is an important story to share with your shoppers for appreciation,goodwill and loyalty.is an important story to share with you
19、r shoppers for appreciation,goodwill and loyalty.Nothing gives Nothing gives me“the feels”me“the feels”like kittens,like kittens,hugs and hugs and rainbows.rainbows.3b)Shopper Engagement:Passive Participation3b)Shopper Engagement:Passive ParticipationDirectly linking your brands sales to the scale o
20、f charitable impact you can make is a great way to Directly linking your brands sales to the scale of charitable impact you can make is a great way to encourage shopper conversion and repeat purchases and give them a sense of contribution.encourage shopper conversion and repeat purchases and give th
21、em a sense of contribution.3c)Shopper Engagement:Active Participation3c)Shopper Engagement:Active ParticipationCause partnerships that ask more of the shopper still drive positive perception and sales among Cause partnerships that ask more of the shopper still drive positive perception and sales amo
22、ng those who dont actively participate but can also catalyze a smaller group of shopper loyalists.those who dont actively participate but can also catalyze a smaller group of shopper loyalists.Many brands partner Many brands partner with the Box Tops for with the Box Tops for Education program.Educa
23、tion program.Be sure to not only Be sure to not only call that out,but also call that out,but also show shoppers how show shoppers how easy it is to take easy it is to take advantage.advantage.Recycling is a twoRecycling is a two-way street.Your way street.Your products need to be recyclable by desi
24、gn,products need to be recyclable by design,but shoppers need to know how and but shoppers need to know how and where to recycle.where to recycle.4)Show Your Support Proudly4)Show Your Support ProudlyDont miss the opportunity to maximize shopper awareness of your support.Feature your cause Dont miss
25、 the opportunity to maximize shopper awareness of your support.Feature your cause marketing commitments prominently and repeat them consistently across your product detail page.marketing commitments prominently and repeat them consistently across your product detail page.5)Show Your Impact Strategic
26、ally5)Show Your Impact StrategicallyBe sure to help strategically visualize your brands cause support,and more importantly,Be sure to help strategically visualize your brands cause support,and more importantly,personalize the impact your brands and shoppers support is making in the world.personalize
27、 the impact your brands and shoppers support is making in the world.Keep Your Impact UpKeep Your Impact Up-ToTo-DateDateQuantify the Shoppers ImpactQuantify the Shoppers ImpactSpecify the Shoppers ImpactSpecify the Shoppers Impact6)Start Campaigning6)Start CampaigningDrive greater awareness with med
28、ia investment,especially behind seasonal or timeDrive greater awareness with media investment,especially behind seasonal or time-sensitive sensitive cause programs.Consider leveraging discontinued and writecause programs.Consider leveraging discontinued and write-off inventory for donations,etc.off
29、inventory for donations,etc.7)Be7)Becausecause They CareThey CareSupporting cause campaigns relevant to your category and led by your retailers is a smart way Supporting cause campaigns relevant to your category and led by your retailers is a smart way to strengthen your partnership,secure increment
30、al omnichannel support,and drive sales.to strengthen your partnership,secure incremental omnichannel support,and drive sales.About This ItemWe aim to show you accurate product information.Manufacturers,suppliers and others provide what you see here,and we have not verified it.For each participating
31、Bush Brothers&Company product purchased at Walmart from April 13 May 11,2020,Bush Brothers&Company will donate the monetary equivalent of at least 1 meal($0.10)to Feeding America.Visit W for details.Bush Brothers&Company guarantees a minimum total donation of$150,000.Maximum total donation of$350,00
32、0.$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks.BUSHS BEST Country Style Baked Beans.Since 1908.Fat free,high in fiber.Thick,rich sauce with bacon&extra brown sugar.Gluten free.Bushs Best Country Style Baked Beans.Thick,rich sauce with bacon&extra
33、 brown sugar.98%fat free,high in fiber.7)Be7)Becausecause They CareThey CareBrands who meet select sustainability certifications on A receive incremental Brands who meet select sustainability certifications on A receive incremental merchandising and visibility,and they may benefit from preferred par
34、tnership status.merchandising and visibility,and they may benefit from preferred partnership status.8)Designed for a Cause8)Designed for a CauseIn addition to partnering a brands products with a cause,many brands design and dedicate both In addition to partnering a brands products with a cause,many
35、brands design and dedicate both individual SKUs,as well as their entire portfolios,to supporting charitable causes and initiatives.individual SKUs,as well as their entire portfolios,to supporting charitable causes and initiatives.Now what should you do?Now what should you do?If you have underleverag
36、ed causeIf you have underleveraged cause-related marketing claims available to related marketing claims available to your brands and products OR opportunities for new causes and your brands and products OR opportunities for new causes and partnerships to elevate your brand and its impact inpartnersh
37、ips to elevate your brand and its impact in-market,take a market,take a more proactive leadership position and leverage some of the featured more proactive leadership position and leverage some of the featured examples and best practices to more directly engage shoppers with examples and best practi
38、ces to more directly engage shoppers with brands that stand for the greater good.brands that stand for the greater good.Paying it forward Paying it forward always pays back.always pays back.“WALK”“WALK”the digital shelves and product detail pages of your categories through the shoppers eyes.Read the
39、 customer reviews and Q&As to IDENTIFYIDENTIFY gaps in education and communication.DISCOVERDISCOVER how brands in and outside your categories are communicating these gaps and learn best practices.ACTIVATEACTIVATE these best practices to enhance your own content,further engage your shoppers,and incre
40、ase your conversions.Have opportunities beyond cause marketing claims?Have opportunities beyond cause marketing claims?Not surprised!All brands do.Heres how to approach them:Not surprised!All brands do.Heres how to approach them:Shelf ConfidenceShelf ConfidencebyYouve got this.Have a littleWere here
41、 to help.About About OneSpaceOneSpaceToday,the idea that“eye level is buy level”has become just as relevant online as it is offline.OneSpace positions your CPG brand front and center on the digital shelf with a suite of tools and services for centralizing,optimizing and publishing product content th
42、at wins top position on multiple online retailers.Win Top Position Win Top Position on the Digital Shelfon the Digital ShelfChris Perry is on a mission to help empower Leaders of Change both people and brands to win in a digital-commerce-driven world.As a CPG eCommerce practitioner,executive educato
43、r and advisor,he has led eCommerce at Reckitt Benckiser,WellPet and Kelloggs and was most recently VP of Executive Education at Edge by Ascential supporting Fortune 500 global brands ecommerce strategies.He is also the co-founder of firstmovr,an independent eCommerce leadership and education fellowship for the ones who go first.Chris PerryChris PerryAboutAboutthe Authorthe A 804.804.9223 with me:Connect with me: