Ideally, what characteristics should a company’s societal-marketing project have? As long as we’re doing societal marketing, how can we do it better? This is a top-priority question for the managers in our programmes.
We already know many things. Jordi Torrents shows us how to manage a brand’s social dimension in order to boost brand differentiation and customer loyalty. Following in the footsteps of James E. Austin, Juan Mezo seeks to align causes with the mission and values of an organisation.
These are solid recommendations – even more so when we compare them with real projects. Let’s take a look at two Spanish projects that we analysed recently:
- Muebles Boom have undertaken many marketing actions: they promote the fact that their manufacturing is 100% local, that their low-cost strategy prevents them from providing customer service by telephone, and that they engage in controversial, media-savvy promotional offers such as “Furniture for €1”. They complement all of this with societal marketing:
- Food for soup kitchens: Every piece of furniture sold comes with a label that indicates the number of meals donated.
- Kisses against domestic violence: The company organises a national kissing championship on Valentine’s Day and donates €10 to a women’s foundation for every participant and €1 for every photo shared. The participants in the three longest kisses at the store win trips to the Dominican Republic, Venice and Paris.
- Compañía Cervecera de Canarias, a subsidiary of the SABMiller Group, has positioned itself with “Ten Priorities, One Future”, an enormous programme aimed at discouraging irresponsible alcohol consumption, producing beverages with less water, reducing the company’s energy and carbon footprint, encouraging the reuse and recycling of packaging, respecting human rights, contributing to the struggle against AIDS in the company’s area of influence, increasing transparency, and doing business ethically: …uff!. Among other things.
How can these two companies optimise their programmes to give customers more differentiated value and create a perception of alignment with their mission and values? It’s not as easy as it looks.