Marketing is a crucial part of any start-up or fledgling business and the right marketing strategy can literally make or break you. Unfortunately developing an effective marketing strategy can be a bit of treacherous business, especially in an ever-changing digital age, and mistakes are often inevitable. However, by looking at some of the more common marketing mistakes by others you can avoid making them yourself.
Not Establishing a Brand Identity
Without a coherent brand identity, it is extremely difficult to effectively market a business. This is because your brand identity will dictate many aspects of your marketing strategy such as your visuals, your content and the social media platforms you use. If these aspects are not coherent then people won’t recognise your brand marketing and by extension your business.
Not Having a Website
A customers first port of call when looking for a product or services will most likely be to search for it on the internet. So regardless of your marketing strategy if customers cannot find your website when searching for their desired item, you are going to miss out.
It’s all well and good having a website, but if you’re not making the most of SEO (Search Engine Optimisation) then you might as well not both. By using the right keywords in your content, titles, tags and even in your website code will significantly increase your ranking when customers search for you.
Targeting the Wrong Audience
When designing a marketing strategy, you need to seriously consider who your target market and therefore your target audience is. Many aspects of your marketing strategy will be determined by who your target audience is, including content, social media platforms and marketing channels. If you get your audience wrong, you could end up wasting a lot of time and money.
Not Reviewing your Marketing Strategy
Marketing is like one big experiment and many aspects of your marketing strategy may be a case of trial and error especially in the beginning. Therefore, you need to be constantly reviewing your marketing strategy to check it’s working effectively, if you don’t you may just end up making the same mistakes time and time again without understanding why.
Focusing on your Competition
There is no problem with checking out your competitors’ marketing to understand how they do things. However, when it comes to your marketing strategy you need to stand out from your competitors rather than just copying what they do, remember your consumer base is the same and if you are a carbon copy your customers will notice!
Not Following the 80/20 Rule
This is very important for social media marketing, the 80/20 rule is based around the concept that your content should be 80% adding value, 20% promotion. It’s a mistake to just spam your audience with promotional posts as they will get bored quickly and are unlikely to take notice of your products. By adding value to your audience in your content you keep them engaged and they will then trust and appreciate your promotional content.
Hiring in House Staff
It’s great to grow your business but by hiring in-house marketing staff too early you could end up just wasting money at a time where you need it the most. Interns, freelancers or even marketing agencies can be a much more cost effective route to developing and carrying out your marketing strategy.
Marketing can be a tricky business, but for a start-up business, it is well worth the struggle and the initial mistakes. By creating a solid marketing strategy and learning from these common marketing mistakes your business journey into the marketing world should be that little bit less painful
Yes, your product is great, and yes, your prices are competitive, but the question is what’s the story?
It is no longer enough to just promote your product and your prices, you and your brand need to, like all great superheroes, have an origin story. Today’s consumer wants to build a greater level of trust with brands, they want to know your ethics, where you came from and where you see your company going. By creating an effective brand story, you allow your customers to connect with your products on a more emotional level, to picture how they would affect their lives, which will increase your sales and allow you develop a sense of brand experience which in turn sets you apart from your competition.
Like with all good storytelling first thing you need to do is decide on your narrative. When creating your brand story, you need to consider the following things:
Who you are as a brand is very important to your customers, they want to know the origin story from start to finish.
What was it that made you want to start the business, think about your passions and what drove you to think of your product in the first place, was it a gap in the market?
What does your product or service do for your consumers, if you have certain ethical standpoints this is the perfect time to think about how they relate to your brand.
What are your company’s goals? Remember that you making money is never going to motivate a customer to buy your product, they will buy your product to solve a problem they have or to enrich their lives in some way.
Your product must reflect your brand story in order for it to feel trustworthy and authentic. If you are promoting yourselves as a small ethical clothing company, for example, your products can’t be mass-produced somewhere on the cheap. So, when creating your brand story consider your product in these terms:
What is your product all about, why would people need it? Products will either predominantly fill a practical or an emotional need for your consumers, so it is important to identify which one, so your brand story can reflect this.
Are you putting yourselves at the lower or higher end of the market with your products? This will affect how you tell your story as if you’re at the higher end, for example, you will need to highlight quality and process in your story.
What makes your products stand out from the competition and can this be woven into your brand story? What makes your brand stand out may also what makes your product stand out.
When creating your brand story, you need to consider who you are telling that story to. You need to understand your audience, and don’t be afraid to get specific. Think about
These must align with you and your brand story in order for an emotional connection to establish.
Once you have the content for your narrative you can rely on this classic storytelling structure.
▬ Who are you as a brand and what motivated you to start the business?
▬ All about your products and your employees.
▬ Celebrating your journey so far and where you see your business going in the future.
A brand story is a fantastic way to create excitement and buzz around your business as well as encourage customer loyalty. By keeping it simple, relatable and honest you will build a brand story that will set you apart from the competition.
As we all know social media is a fantastic marketing tool, it allows you to promote your brand, products or services to a wide and receptive audience. However, a stumbling block that many businesses come across when using social media is how to convert those likes and follows into in the flesh (or online) paying customers. In order to convert your social media audience, they primarily need to be able to trust you and to see that your products match their lifestyle. In this blog, we will be looking at how to achieve this and convert your social media audience into customers.
Identify Your Audience
By identifying your target audience, you are of course identifying your customer base. Most businesses will have a general idea of who they are marketing their products to? For example, male, 18-30 and based in the UK. However, to really capitalise on your audience you need to think in more detail about your potential customers, what are their shopping habits, hobbies where exactly do they live, where do they go out? If you identify these details, then you can pinpoint the very best way to target them and show how your products will fit into their lifestyle. Therefore, attracting and engaging with a social media audience that is much more likely to actually buy your products.
Design Your Strategy
Once you have identified your perfect audience you need to use that information to develop your marketing strategy in order to reach said audience. Start out by thinking what social media sites your desired audience is most likely to use, you will want to focus on 1-3 platforms, no more. Then you need to think about what type of content are your audience most likely to relate to? If your audience is into a healthy lifestyle, for example, you will want to be posting healthy eating guides and using bright fresh images.
However, to design the best marketing strategy for your business you need to consider not only your audience profile but also where your strengths lie. If words are your thing then you’ll be wanting to focus on blogs and quick witty Instagram captions but if your more conformable speaking, think about Facebook Live and YouTube. Also, think about your products, if you are a restaurant, for example, you will be relying on the more visual aspects of social media.
Deliver a Call to Action
You can have the best content in the world but if you don’t provide your audience with a call to action then they will never know what you need from them. Call to Actions such as like if you agree or tagging a friend are perfect for getting your brand out there but in terms of conversion you need to think more direct. ‘Visit our website for more details’ is a great one to use or providing a discount code for people to use in-store or online, gives your audience an incentive to become your customers.
In order to convert your audience into your customers, they need to trust your products are the right choice for them. In order to gain this trust, you need to be a stable and consistent presence on their social media feeds or they will disregard or forget you. By ensuring your content is consistent in terms of appearance and theme as well as consistent across all your social media platforms helps build a solid image of you in the minds of your audience. If they recognise and trust you, they will buy from you.
Simple but effective these steps will allow you to build the trust of your audience and show them that your products match with their lifestyle and are right for them. By doing this you will really see your conversion rate soar!
The rise of image-centric social media sites like Instagram and Pinterest has meant that all social media sites have had to follow suit or be left in the dust, Twitter and Facebook are now just as governed by images as all the rest. Social media posts with images are now receiving 313% more engagement on Twitter and 130% more on Facebook than posts without. This change means that even small businesses need to be on top of their social media image game or risk losing out. Thankfully there are lots of great tools out there to help and in this blog, we will be looking at some great free options to help get you started.
Social media image tools can help you create a wide range of images suitable for whatever industry you may be in, so we have divided our list into 4 main categories:
Design for Beginners
Image design sites allow you to design anything from menus to seasonal greetings and are perfect for creating sleek simple designs with minimal work.
This is certainly one of the most adaptable social media image tools and can be used to create just about anything. Even the free plan gives you access to great stock images, allows you to upload your own images and choose from a great array of templates. The pre-set social media sizes are also fantastic for beginners and the drag and drop interface is really user-friendly. When you're done just download or share the image straight to social media.
Quotes can be a great way to engage with your audience on social media and if you can customise them to fit your business they are great subliminal advertising! It is worth noting that Canva is also really good for creating customised quotes.
Created by Buffer, Pablo is simple to use and a pretty versatile social media image tool. Choose from a wide variety of templates and beautiful stock photos then adapt them by adding your quote and changing the filters and fonts to suit you. Like with Canva, Pablo also provides pre-set image sizes for social media and allows you to add your own branding with your logo or company graphics. However, if you're looking for more styled designs rather than photographs your better off using Canva or other free sites such as Recite.
Infographics are a great way to condense information into easily digestible social media posts, but on the face of it look impossible to create but never fear there are great social media image tools for this too!
The clue is in the name with this social media image tool, it creates infographics simply and easily from a range of templates. All you need to do is pick a template and fill in the facts, images or data you need and you're ready to go. Template choices are limited on the free plan but there are still plenty to choose from, especially if you're new to the game! Once you have your template if you want to personalise it further you can change colours, backgrounds and fonts and really make it your own. If your needs are a little more basic you can always try a site like Infogram which specifically creates graphs and charts, like Easel.ly it has a free basic package.
A Little Extra
If you want to take your social media game up a notch you could also turn your hand to some of the more popular social media phenomena’s like GIFs or memes to add a more fun, relaxed feel to your social media posts.
Creating memes is super easy, either choose or upload an image and then add your text. The only hard part is getting that meme to go viral!
Not only a great place to find ready-made GIFs but also great for creating them! All you need to do is upload a series of image or short video clip, add your text and your away.
Free and easy to boot, with such fantastic social media image tools at your disposal there is no excuse to not get creating.
We LOVE our pets, and in the modern age of social media we want to share them with the world and let’s face it pet themed trends like the ‘what the fluff?’ challenge have had us glued to our screens! However, there are animals out there that are taking social media to the NEXT LEVEL. In this blog, we will be taking a look at our top 10 favourite Insta famous animals that (with a little help from their humans) are taking the social media world by storm.
Geordi La Corgi @lacorgi
This little cutie describes himself as a personal trainer and professional butt model and boasts an impressive 295K followers. Like all the best models he resides in LA and his Instagram feed is jam-packed with cute but stylish shots with pops of colour.
Lil Bub @iamlilbub
A self-proclaimed magical space cat, Lil BUB is definitely one of a kind and his 1.8 million followers certainly agree. An Instagram sensation, Lil BUB is his very own brand with plush toys, t-shirts and much much more. A bit of philanthropist Lil BUB has also managed to raise over $300,000 for animals in need.
Jill the Squirrel @this_girl_is_a_squirrel
Not your run of the mill pet, Jill describes herself as a vegetarian parkour expert who’s only weakness is her fear of the hoover! Jill’s 576K followers love her mix of zany get-ups, illustrated and snuggled up posts. Jill is another one with an entrepreneurial side with her own range of cushions!
Yōji Miyagi & Viktor @_wand_wand_
Perhaps some of the most stylish dogs we’ve seen on Instagram, Yōji Miyagi and his brother Viktor treat their 68K fans to a sleek monochrome Instagram feed. Too cool for school these Berlin based brothers are definitely not to missed!
Mr Pokee @mr.pokee
Another left field entry Mr Pokee won’t leave fans disappointed. His 625k followers are treated to snaps of him chilling out in all kinds of places, he’s truly living up to his title of worlds cutest adventurer (although we’d have to say he’s got some competition further down our list!). Check out his shop to get your hands on a personalised Mr Pokee polaroid!
Doug The Pug @itsdougthepug
Rolling with the big boys, self-confessed king of pop culture, Doug has a whopping 3.5 million followers and he dazzles them with cute pics and witty posts. A commercial juggernaut you can even find Doug the Pug plushies in high street stores!
Not everybody’s cup of tea, hairless guinea pig, Ludwik isn’t letting anything hold him back, describing himself as a ‘real zero to hero story’. He went from an abandoned pet to an Instagram star and entertains his 246K followers with adorable mini scenes and moral messages.
Loki the Wolfdog @loki
Feel the call of the wild with Loki the Wolfdog. Break hearts since 2012 this lovable adventurer has captured the attention of 1.7 million followers, with a mixture and breath-taking scenery and that derpy smile! He so popular he’s even got his own book out!
Smashing stereotypes this crafty little fox has stolen the hearts of her 2.3 million followers with her canine antics and winning grin! Her Instagram feed is an eclectic mix of cute close ups and cheeky behaviour, peppered with her canine and lizard pals.
Bolt and Keel @boltandkeel
Intrepid feline brothers, these adventurous kitty cats brave all weather to reach that horizon. Winning over their 104k followers with beautiful landscapes and the novelty of cats in boats! This pair not only rock Instagram but the publishing world as well, with their very own book.
That brings us to the end of our top 10 favourite animal Insta Stars, they’ve got the looks, they’ve got the brains and they’ve got this Instagram thing down!
Social media has become an undeniable force in the marketing world and is vital for small businesses wanting to promote themselves and reach their full potential. However, we know that managing your business’s social media accounts can be a little daunting and certainly time-consuming! In this blog, we will be looking at some of the best social media management tools out there to help small business owners.
The following tools have been designed to help with all aspects of your marketing strategy, making it quicker and more effective leaving you time to focus on growing your business.
Hootsuite is a popular social media management tool that allows you to schedule your social media posts in advance. Great for small businesses you can programme content for all your social media accounts at once to ensure consistency and flow between them. It’s super easy to use, it’s simple to add accounts as well as different account managers so it can be a group enterprise! The tutorials and teaching tools are perfect for a growing small business as they not only teach you how to use their tools but provide great insights into how to run a social media strategy.
Whilst not strictly a social media tool Google Analytics can be invaluable when it comes to focusing your social media strategy. Using social media to drive traffic to a website is vital when it comes to small businesses. By using analytics for your website, you can track which social media platform and conversations you are receiving the most traffic from and therefore help you make the most of your content.
Like Hootsuite, Commun.it is a social media management tool designed to make managing your social media accounts quick and painless. However, Commun.it is different in that it helps you manage your relationships on social media rather than your content. Currently compatible with your Twitter and Facebook accounts Commun.it will look at your social media community and highlight who is supporting you and your content (by favouriting, liking, retweeting or mentioning). It will also highlight any posts that you may need to reply or engage with as well as showing you who like or follows you and who doesn’t. This is great for small businesses as it’s a great way to cut down on your social media time by streamlining your engagement.
Mailchimp is moving away from social media a little but nevertheless a very valuable weapon to have in your arsenal. A brilliant way to promote and sustain a small business is emailing out newsletters and offers to previous customers to entice them back. Mailchimp is an invaluable tool for doing this, an email marketing and newsletter service it takes care of everything you need to think about it when it comes to sending things out to customers. It also makes it really simple to set up a database of contact details which you can add information such as age, gender and location to create targeted campaigns.
Making the most out your social media doesn’t have to be a chore, by using these tools you can really cut down on the amount of time you spend as well as making the most out of time you do spend. However, this being said if you prefer a more human approach to your social media you could always use a marketing agency that will look after your social media and website for you.
User Generated Content (UGC) is when companies advertise by inspiring and then curating content produced by their audiences. By surrendering the role of creator to their fans, brands can produce honest and effective adverts. The content is provided by happy customers and unpaid contributors, and the types of content include:
Due to the varied range of UGC out there, it is a very versatile way of advertising, it can be used on a large scale for ad campaigns or small scale using social media marketing. In this blog, we will be looking at the reasons that make UGC such a successful marketing tool and why you’d be mad not to include it in your future marketing strategies.
Reason One: It’s Trustworthy & Authentic
Consumers have become wise to many of the tricks used by adverts in the past, we don’t necessarily trust the unrelatable beautiful people we know are being paid to promote a certain product. This mistrust is what has made UGC a game changer regarding adverts, because who we do trust are people like ourselves who have tried a product and genuinely love it. Happy customers creating positive content can often convey the love and loyalty they have for the brand better than even the most successful in-house content. Authenticity has become more important to customers than a slick advert and 60% of consumers say that UGC is the most authentic form of advertising (Stackla). If people believe your products are the genuinely loved by others they will buy them.
Reason Two: It Promotes Connectivity
In today’s society, content sharing on Social Media seems to be some kind of unstoppable juggernaut. People now more than ever want to feel connected to their peers by sharing every aspect of their lives, including their shopping habits! Brands are using this need for connection and recognition to share consumer stories and promote their products and the lifestyle they endorse. If used in a genuine way this can lift engagement and strengthen customer trust.
Reason Three: It Inspires People
UGC used in the right way by companies can be a powerful source of inspiration. For the release of the iPhone 6, Apple used visual content taken by its users to form the base of a billboard and print ad campaign with the hashtag #ShotoniPhone6. By using the best and most inspiring images Apple enabled it’s customers to feel moved to go out and buy an iPhone and take amazing photographs. Showcasing content that reflects customer’s post purchase excitement, means that, that excitement becomes contagious and inspires people to buy.
Reason Four: It’s Cost Effective
UGC is not only a very successful marketing strategy but it also makes sense financially. It is generally much cheaper to edit and coordinate content that has been produced by other people than to create content in-house. Your consumers are creating your content for you and then sharing it with their own audiences, making less work for your brand!
Between the rise of influencer marketing and the popularity of UGC, society is definitely moving towards a much more transparent way of looking at advertising. This transparency is great for consumers but can also be great for businesses. UGC is an authentic, engaging and financially smart way of advertising your brand and used correctly it not only boosts sales but builds trust between you and your consumers.
Whilst Pinterest may not yet be as popular as Facebook or Instagram, it is a rapidly growing platform that boasts nearly 200 million monthly users. Pinterest is a network where people go to be inspired, a huge part of this is looking for the perfect product that will help them achieve their desired lifestyle. By using aspirational pins to promote your products you expose your website links to a wide and eager audience. In this blog, we will be outlining 5 simple steps to building the perfect Pinterest page for your business.
Step One. Build Your Profile
One of the most important aspects of setting up Pinterest for your business is adding that all important Pinterest SAVE button to your website, this will allow your customers to Pin products they love and boost your Pinterest popularity. Once you have added a SAVE button and created your Pinterest business page you will need to customise your profile. This is like any other social network profile, it needs to stand out and represent your brand’s personality. Achieve this by using custom images, colour schemes and your company logo. It’s not only the visual branding, use your company bio to attract your target audience, not forgetting those all important SEO words.
Step Two. Get Pinning
Now your profile is ready to go it’s time for the fun stuff, pinning. Before you start we recommend you install a Pinterest browser button, this will enable you to pin images quickly from your website. When creating your boards, think carefully about the title, it will need to both explain what your board is about as well as grabbing your pinners attention and if you want to avoid being cut off it will need to do it in 20 characters or less! Pinterest is a visual platform so think carefully about you board cover picture, is it the most eye catching image you have? If not, it should be!
Step Three. Be Visual
Pinterest is designed to inspire people through pictures, so your images need to be flawless! They should be clear, well lit and in focus as well as the correct size, any taller than 1560 pixels and it will be cut off, spoiling the effect. In order to stand out from the crowd and get your pins circulating, you will need to showcase your products creatively, remembering that lifestyle shots outperform product images with 30 percent more click throughs. Don’t forget to make the most of the descriptive field, including important keywords so you are hitting all the right searches.
Step Four. Analysis is Key
Pinterest analytics are your best friend! They will tell you:
Step Five. Don’t Forget to Socialise
Pinterest is still a social network, you need to engage to get results! Follow other boards and profiles within your industry (non-competitive of course) as well as liking and engaging with related pins. By doing this you create an audience around your brand like you would any other social network, with other brands following you in reciprocity. You could also create a group board, inviting employees and brand evangelist to contribute.
By following these 5 simple steps you can create a successful Pinterest page that will grow your business and place your products on everybody’s wish list.
Augmented reality has been pegged as ‘the next big thing’ but the question is does it really hold enough weight to become the next level of marketing, or is it just a gimmick?
Augmented reality (AR) uses technology to superimpose a computer-generated alternative reality onto a user’s view of the real world, you are most likely to have experienced it when messing about with Snapchat filters or perhaps you were an enthusiastic participant of the 2016 Pokémon Go craze. It’s certainly great fun and a very cool tech gimmick but can it have any other, more practical applications? With the rate the tech world constantly spits out new programmes and innovation, it’s unsurprising to learn that AR technology is getting better by the minute. With these innovations, AR is leaving it’s gimmick status behind and holds real value in terms of marketing potential.
Just a Social Media Gimmick?
In terms of social media Snapchat has been leading the pack, in 2015 they launched lenses successfully bringing AR to it’s user base. Since then it’s really taken off with lenses being its most popular feature, bringing with it potential revenue streams. Brands, like Taco Bell, can sponsor lenses, targeting specific demographics such as age and gender. However, Facebook and Instagram are close behind, with the rise of Instagram’s stories feature, and it’s popular rainbow sun-through-the-glass filter and Facebook’s Camera effects platform where you use your camera to interact with digital items laid over the real world (adding steam to a cup of coffee for example). Whilst you can argue AR filters are mainly gimmick Facebook messenger’s AR has some real marketing applications. For example, Sephora uses AR in messenger to allow customers to virtually try on makeup, generating serious sales.
Allowing customers to virtually experience products through AR has huge potential that is slowly being exploited by leading brands. As previously mentioned Sephora is leading the way for the beauty industry allowing people to try out different makeup looks on their both through messenger and their App. Ikea has also joined the trend, with their app that allows customers to place Ikea furniture in their own homes using AR and share videos and photos with friends. However, for brands to avoid this simply becoming a gimmick they need to ensure they go past the wow factor and use AR to add value to customer experience. Companies like Sephora use AR to provide product and lifestyle advice which allow their campaigns to have a real impact, great campaigns can lead to dwell times of over 85 seconds, interaction rates of up to 20% and click-through rates to purchase of 33% – numbers unseen across other advertising platforms.
The Future of AR
The future of AR is looking bright with more and more companies finding ways to incorporate it into their products and marketing campaigns. Forward thinking brands will be using map APIs to make geo-located AR experiences that will be a huge asset in terms of overlaying entertaining or useful promotional information on to the real world. Meanwhile, Facebook’s developing it’s AR target tracker which will enable your phone camera to track an object then create an immersive experience, allowing brands to create content that’s contextually tied to images, logos, signs and pictures in the real world. These innovations have a huge marketing potential as they enable companies to promote their products in an engaging and all-consuming way.
AR has come a long way in recent years moving away from tech gimmick towards marketing must have! This doesn’t mean there aren’t still a few challenges to overcome, for example, lenses are not only costly to develop and promote but have limited analytics making it harder to measure success. However, Facebook and Snapchat are making strides in fixing these little problems and AR’s other applications are clearly very effective.
Ethical marketing essentially does what it says on the tin, it is when companies not only advertise the benefits their products have for the customer but also the positive social or environmental impact. Ethical marketing should be:
Customers are changing, these factors and social and environmental responsibility have become top of the list for the Tech Generations when it comes to choosing products. Studies show that 91% of Millennials are more likely to buy products from ethical companies and Gen Z is interested in racial, gender and income equality, as well as environmental issues. Companies now need to connect with their customers through shared values not only through the products themselves.
In this blog, we will be looking at some of the companies successfully leading the way in terms of ethical marketing.
This cosmetic retail giant has made its name through having social and environmental campaigns at it’s heart. Whilst the recent ‘Spy Cops’ campaign has caused controversy, Lush’s commitment to inciting change is what makes it such a well known brand (that, and it smells divine!). Products are 100% veggie and non-animal tested, facts that are advertised boldly over all their products and ad campaigns. They use their LUSH PLAYER (a forum of TV clips and podcasts) to educate their consumers on a variety of social issues, including the issue of the build-up of plastic waste in the world’s oceans. To raise awareness of this they opened their first naked store in Milan (products with no packaging) to coincide with World Oceans Day on the 8th of June. By raising awareness for these causes they are also very cleverly marketing themselves and their brand message.
This year LEGO will be launching it’s first range of sustainable bricks (‘botanical’ elements) made from plastic sourced from sugarcane. Partnering with WWF the range, made up of trees, leaves and bushes this is part of LEGO’s ambition to “make a positive impact on the world around us”. This runs alongside what they call their ‘Responsibility Ambitions’ which are highlighted on their website. As a toy manufacturer, they use fun interactive campaigns such as the LEGO Planet Crew to promote both their product and their values, using the slogan ‘help protect the planet with the power of play’.
TOMS was founded with corporate philanthropy as their core value and their powerful ‘one for one’ message is present in all marketing. The idea was born from witnessing extreme poverty in Argentina, where the children were living without shoes. TOMS have carried this social consciousness over to all newer aspects of the brand, with them now providing:
through their shoe, eyeglasses, coffee and bag sales. TOMS’ message is given equal emphasis to their products on all advertising, leaving customers in no doubt that in buying from TOMS they will be doing good.
Looking at these examples it’s clear that a customer’s desire to make a positive difference in the world cannot be underestimated when it comes to marketing, by promoting a brand’s values customers are able to connect and therefore tend to develop strong brand loyalty. Not only are these companies making the world just that little bit better, they are also cementing a customer base (Gen Z) that is expected to account for about 40% of all consumers by 2020.