Social Justice – When It Does/Doesn’t Make Sense

Live Webinar Date: January 7, 2019 Register Here Social Justice Issues are “in vogue”, especially with large/global brands. But many smaller brands and enterprises find themselves forced, needing or wanting to jump into the social justice fray. Business beware, what’s justice for some can be an injustice for others. It’s all about your customers. We’ll explore creating “How To” map to unify all aspects of your social responsibility marketing by finding your “new relevant social responsibility opportunities” that align with your customer’s values, and then executing in a way that fully integrates your value chain into your brand’s current and future customer growth potential. Learn how a small business gained substantial local exposure, eclipsing a larger national brand in its community through social responsibility marketing.

Videos Referred to In the Webinar Replay

Nike Commercial

Burger King Unhappy Meal

Gillette Toxic Masculinity

Pepsi Kendall Jenner Protest Ad

Ed Faruolo has an exceptional track record for creating and securing sustainable market opportunities for new and existing business ventures.  Ed’s consulting clients actively seek him out to quickly evaluate and design the fastest path to sustainable customer growth and engagement.

Ed’s highly rated workshops are used by Fortune 500 companies, as well as small/mid caps and start ups. He served as Chief Marketing Officer for CIGNA corporation where he drove the brand strategy to transition them to a tier 1 player in the global health benefits business. More about Ed Faruolo…

Ed Faruolo
Brand Strategy

In This Webinar You Will Learn…

  • The best and worst practitioners of social justice – and why
  • How to think about social justice strategically, vs. emotionally
  • What is the right environment, or not, for social justice and your brand
  • What are the right issues and alliances that will resonate with your customers
  • How to avoid getting lost in competitive noise
  • How to assure authenticity
  • Realistic goal setting success measurement

Benefits of Attending This Webinar

  • You will know if social justice marketing is right for your customer base
  • What and Who to align your brand with
  • How to set realistic goals and measure success

Webinar Slides

Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com Webinar by Ed Faruolo of MarketingDepartmentLV.com  Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar by Ed Faruolo of MarketingDepartmentLV.com

Webinar Notes

Is Social Responsibility or Social Justice Marketing Right For You?

Low Hanging Fruit What to Watch Out For – Some Best and Worst Practices: David Smith & Ed Faruolo

Get in Motion! Utilize Low Hanging Fruits

You Can’t Steer Something That’s Not in Motion!

  • Put yourself and your business in motion. This is the most important aspect: Make the decision and deal with the outcome.
  • Low hanging fruit tactics enable you to achieve momentum.

Who is David Smith?

President and founder of MarketingDepartmentLV.com, and NetworkLasVegas.com.

Over 15 years providing digital, content marketing and relationship networking services.

Marketing Challenges Faced by Businesses:

  1. Locate the best marketing vendors.
  2. Manage the marketing vendors.
  3. Coordinate the work of the marketing vendors.

If unsuccessful:

The result is mediocre marketing activity performance along with continually restarting marketing programs (new website, new social media approach…etc.).

MarketingDepartmentLV Mission:

To ensure that Las Vegas businesses spend less effort on their marketing while getting better results through outsourcing their marketing department.

Are you a hiking enthusiast in the Las Vegas area? View David’s website: LasVegasAreaTrails.com

Who is Ed Faruolo?

It’s Tempting But Care Must Be Taken – Social Justice Is NOT For Everybody

Agenda

Some Definitions – Social Justice vs. Social Responsibility

  • Why Is This Important?
  • Some Examples – Large Cases (What To Avoid?)
  • A Framework – How To Structure
    • Where It Worked For A Large Company
    • And A Small Company
  • Key Take Aways/Low Hanging Fruit

Definitions: Social Justice vs. Social Responsibility

The Line Often Blurs Between The Two

Social Justice: Advocating a certain stance or position on a controversial topic that is a real or perceived injustice by a significant segment of the population. The topic
usually does not relate directly to the business but is important to a large share of its customer base.

Social Responsibility: Operating in a responsible manner throughout all aspects of a companies value chain. Examples are lower carbon footprints, supporting childhood
education, workplace equality, etc. Issues are usually directly linked to the business.

It’s Tempting But Care Must Be Taken – It Is NOT For Everybody

Why Is This Topic Important?

Millennials

Differentiation

Align Values – I’m Like You!

Millennials – don’t have much trust in government to do what’s right. Instead, they believe they can only count on themselves to create the change they want to see, and they typically
pursue that change as “everyday change-makers,” sharing a mindset that influences what they buy, the clothes they wear, and the food they eat.

Sasha Blaney. “Research Shows Millennials See Activism in Different Way Than Previous Generations.” Achieve Blog Post 03/14/2017.

Business Roundtable: Beyond Profits and Shareholder Value? Employee Centric?

Are The Big Brands On To Something? Or Is This Needlessly Divisive? Are They Turning Off More People As They Are Turning On? Is It Their Customers Demanding This… Or Their Employees? What Are The Implications For Smaller Companies?

When Employee Centric Works And When It Backfires

Customer Interest – Self Interest

A Mixed Bag At Best…

Brand – Assessment – Comments

This has angered many people, but aligns with Nike’s brand. Sales went down then up. But jury is still out as Kaepernick pulls Nike into
his issues. This could still do damage.

When does it make sense to portray your loyal customers as the problem? After all Gillette has made a fortune from sexism. YouTube negatives far outnumbered positive. Became a sales drag on P&G’s quarterly results. Harry’s filled the void.

Huh? Pissed Off Meals? Showing people with mental disabilities in an unsympathetic light? And burgers are the worst thing for that condition. How did this get out of the board room?

Sales go up at Dick’s when they stop gun sales. Whether you agree or not, it was thought through and the response thoughtful.

And Then There Is This Fiasco…

Pepsi pulls ad after protests that this trivializes protests. Pepsi says they were just trying to promote peace. The bigger issue is, is this really a topic for Pepsi drinkers?

Going Into 2020 The Economist Makes A Prediction

What’s The Risk?

  • Hypocrisy
  • Recession
  • Idealogical Shifts

Needs Hierarchy: Emotive Turnoffs?

What’s The Risk?

  • Hypocrisy
  • Recession
  • Idealogical Shifts

If You Go This Route Be Strategic

BrandBreath is a proven framework that gives you the insight and “How To” map to unify all aspects of your social responsibility marketing by:

  • “Inhaling” and finding your “new relevant social responsibility opportunities” that align with your customer’s values, and then
  • “Exhaling” and executing that can fully integrate your value chain into your brand’s current and future customer growth potential.

Think about how many brands just seem to blab… like people that don’t inhale or think before they speak!

BrandBreath is a simplified, logical path to increasing the vitality of your brand and its social relevance to your audience.

A 5 Phased Approach

  • VitaL Targets: Target segments whose advocacy of the brand are critical to its future success
  • VitaL Issues: The issues where the brand must be perceived as the credible and knowledgeable expert
  • VitaL Alliances: Alliances that extend credibility for the brand on the select issues, and expand knowledge
  • VitaL Programs: Programs that maximize leadership and provide a competitive advantage
  • VitaL Scorecard: The dashboard that provides the verdict and venues to consider for the future

A Quick Example: CIGNA

Issue: Establish leadership relative to major healthcare cost drivers and impact on consumers and businesses.

CIGNA’s MIT Thought Leadership: Depression

It’s Tempting But Care Must Be Taken-It Is NOT For Everybody

A Quick Example: CIGNA

  • Issue: Establish leadership relative to major healthcare cost drivers and impact on consumers and businesses
    • CIGNA’s MIT Thought Leadership: Addiction
    • CIGNA’s Thought Leadership: Gender Disparities, Women’s Heart Disease

What CIGNA Learned

  • Brand strength grew post 25% $ cut
  • Readership consistently in top 5
  • Positive Press generated
  • Media partners do More for less
  • Cigna gets Advanced info on conditions, how to price
  • Non profit alliances provided content and business connections!

But What About Smaller or Local Businesses?

It’s All Relative – The Walnut Beach Creamery vs. Carvel

Walnut Beach Creamery

  • one store
  • hand crafted gourmet ice cream
  • near beach location
  • since 2006
  • Milford, CT

Carvel

  • one of ~ 400 stores scattered throughout US
  • soft serve ice cream
  • since 1934
  • near town center
  • Milford, CT

Walnut Beach Creamery

  • led by Susan Patrick
  • visible on site
  • involved with community
  • staffed with happy, teenagers who love customers and the joy of ice cream

Carvel

  • owner not visible
  • no community involvement
  • staffed by teenagers more obsessed with their phones than customers
  • known to close early even as customers are arriving
  • local FB group calling for boycott

So What Was The Social Responsibility for Walnut Beach Creamery?

A Little Bit About Walnut Beach

  • Once a thriving destination for vacationers
  • Fell into vacancies, shut down businesses, and disrepair as people vacationed elsewhere
  • Susan Patrick saw opportunity where ice cream could help bring back some Joy

Some Factors

  • Ice Cream and Beaches are an Iconic Match
  • Artists are inspired by the Beach
  • Milford’s Coastal areas needed some Joy

Opening An Ice Cream Shop Was Not Enough

Issues

  • Area needed an economic boost/tired
  • Need to be a destination
  • Safety for families/children
  • Inspire city wide revitalization

WBC Alliances

  • Economic Development Commission
  • Head Walnut Beach Association
  • Milford Fine Arts Council
  • Created Walnut Beach Arts Association
  • Boys Clubs/Girls Clubs

Programs

  • Thursday Night Strolls
  • Weekly Dance Parties
  • Charity Beach Walks
  • A Taste of Milford
  • Halloween Witch Party
  • Pumpkins On The Pier
  • The Beach Goes To You: Women’s Roller Derby

Some Results

“Susan has transformed Walnut Beach not just with ice cream, but as head of the Walnut Beach Business Association,”

-Mayor Ben Blake said in announcing the award. He said she has helped turn Walnut Beach into an arts destination.

  • Lines are Always Out The Door
  • Strong Advocacy on FB
  • Rarely are there Lines at Carvel
  • Many disgruntled comments on FB about Carvel’s workers
  • WBC costs more than Carvel

Low Hanging Fruit-5 Things To Consider

  1. What Is Important To Your Customers, Beyond The Product?
  2. How Does Your Business Align With A Social Need? Controversies?
  3. Identify The Stakeholders/Community Organizations
  4. Get Involved Beyond Donations
  5. Craft A Program With Your Alliance(s).

Closing Thoughts: Personal Opinion

  • Most Large Brands “Social Justice” Programs Are Self Driven vs. Customer Driven-Playing To Personal or Employee Issues vs. Customers
  • Social Responsibility Programs Make Sense When The Business Interest is Aligned With The Social Interest (Cigna and Walnut Beach Creamery)
  • If You Think It Through Carefully, Social Responsibility Can Work Wonders for Smaller Companies As They Fight Goliath!

Get Your Marketing in Motion!

Find the Low Hanging Fruit to Grow Your Business

Webinar Series by Las Vegas Marketing Department Team

9-10am, 1st & 3rd Tues Each Month August 6/19-Feb 18/20

Create rapid business growth by activating low hanging fruit strategies that produce large results with little effort.

David Smith
President, Moderator

Katia Di Egidio
CEO

Stan Shields
List Growth

Gordon Jones
Managed IT

Josh Line
Photography

Tori Jones
Web Dev

Debbie Kluska
Reputation

Each team expert presents their best low hanging fruit strategy designed to propel your business forward.

Richard De Paso
Video Production

Katie Waechter
Social Media

Guy Dawson
PR

Devin Sheffield
Video Production

Shermara Walker
HR Consulting

Ed Faruolo
Branding

David Smith – MarketingDepartmentLV.com

DavidSmith@MarketingDepartmentLV.com
(503) 816-9665

Ed Faruolo – Vitalincs.com

ed@vitalincs.com
(203) 449-7488

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