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Consumers

September 13, 2012 By Debbie Bayes

Social Consciousness = Good Business for 2013

As summer turns into fall and you focus on business planning for 2013, are programs that help the communities in which you do business included? If not, they should be.

According to a recent Nielsen study when a company becomes socially conscious it helps the bottom line. Almost half of global online consumers who responded to the survey said they’d be willing to pay more for goods and services from companies that are giving back. You can read about it here.

This is not a new concept. The Body Shop, Starbucks Coffee and Kenneth Cole are just a few examples of companies which have successfully incorporated social responsibility into their culture.

We’ve worked on many cause marketing types of projects over the years. The thing is that now more than ever, socially responsible products resonate with consumers both young and older. People are opting for brands and services that are making a difference and are also choosing to work at firms that give back.  As explained in this AP story, more baby boomers aspire to careers that provide meaningful work or they are including a social purpose into their own entrepreneurial companies.

I’ve recently read about two new interesting initiatives scheduled for this month and next which are designed to engage consumers and do good on the local level. They are highlighted below:

One new initiative to help feed hungry Americans this fall is Run 10 Feed 10. The partners are Unilever, Women’s Health magazine, The FEED Foundation and Crowdrise as reported in The New York Times this summer.  Each person who registers to run in races to be held in New York and 10 other cities from September 23 through October 13, will help feed those in need in the runner’s local community.

Another is from the American clothing retailer Eileen Fisher which is committed to social purpose and invests in women’s issues by supporting various nonprofits. This weekend, on Saturday, September 15, Eileen Fisher will hold a LIVE LIFE LOCAL event at 175 local specialty stores with a portion of the proceeds benefiting Girl Talk, a national peer-to-peer mentoring program.

So by working up a sweat during a 10K or with the purchase of a new fall sweater we can help others thanks to these worthwhile partnerships – it’s all good!

 

{image by Ben Hung; iStockphoto}

Filed Under: Consumers, Marketing, Nonprofits, Retailing Tagged With: AP, baby boomers, cause marketing, community partnerships, Nielsen, nonprofts, social conscious, The New York Times

August 7, 2012 By Debbie Bayes

Shopping Online, at Stores or Both

A retail store is open for business.You can’t beat shopping online for the convenience it offers busy consumers. However, savvy retailers are now finding ways to integrate their online operations with their brick-and-mortar outlets. The opposite is also true with some online businesses opening physical stores. These changes are giving consumers more opportunities to save time and money along with the advantage of buying exactly what they need.

A recent article by Stephanie Clifford of The New York Times, discussed the growing integration of the online and offline experience offered by retailers so they are profitable while remaining relevant for shoppers. Since the Internet has become an integral part of everyday life it has increased our desire for immediacy. Realizing this fact, Walmart, the Container Store, Sears, Apple, and Nordstrom, allow items purchased online to be picked up at their local outlets. With this option, customers avoid shipping fees and the time incurred between making a purchase and redeeming it.

Transformations affecting retail businesses abound to keep up with consumers’ desires. Those which were online-only for years have augmented their operations with physical outlets and other brands found in mass retail outlets are introducing company-owned stores.

An example of each is below:

The popular Greek-style yogurt, Chobani, which is sold at grocers in the U.S., just opened its first retail location in New York City’s trendy Soho area, stocking items in addition to yogurt and giving the brand its own unique presence.

Athleta, Gap Inc.’s line of stylish athletic wear catering to active time-pressed women, began as a catalogue and online business in 1998. Its first retail store opened in San Francisco last year and then added 20 outlets where classes in yoga, Pilates, running, plus others are offered. Athleta plans to double the number of stores in the near future expanding along with the increasing desire for active woman to remain fit and embrace sports as discussed in this Wall Street Journal story.

Retailers are fulfilling consumers’ desires whenever possible. Whether it’s during a 2 a.m. online search for a little black dress or while browsing at the mall for an espresso machine, factors such as the online and offline shopping experience, the buyers’ values and the products’ features, are all important considerations for today’s marketers.

{Image by londoneye, iStockphoto}

Filed Under: Consumers, Marketing, Retailing Tagged With: Athleta, brands, brick-and-mortar stores, Chobani, Inc., online shopping, retailers, shopping habits, The New York Times, The Wall Street Journal

April 23, 2012 By Debbie Bayes

Foster Connections for Positive Business Results

people connecting
“©iStockphoto.com/Jacob Wackerhausen

Helping people to connect is something I’ve always enjoyed and probably one reason I gravitated towards working in the communications field after college.

In today’s 24/7 world of instant communications it’s become a real challenge for companies and organizations to make a lasting impression on people so they feel “connected.”  People are bombarded with messages from marketers on all fronts. Sometimes it helps to get back to basics.

Ask, how can my brand or service stand out by making a difference within a local community?

Figure out what’s important to those you want to influence then help them make a connection to whatever that thing is. This will establish visibility and goodwill for your organization and motivate consumers to become loyal repeat buyers. Creating programs in support of green initiatives, arts and culture, social causes, education or health and wellness resonates with many today.

People are increasingly aware that in every community there are those who are less fortunate and want to help them beyond making a one-time donation. Americans are living longer lives but many cope with chronic medical conditions on a daily basis. By developing programs where individuals can easily have a positive impact in their local area is a win-win for everyone.

Whether you’d like to influence those in an urban, suburban or rural community, start by developing ways for people to participate in programs or events that support their personal ideals. There will be positive measureable results for your business on several levels.

 

Filed Under: Consumers, Marketing Tagged With: Brand Visibility, Communications, Community

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