By Chip Conley

Written by way of down-to-earth, skilled marketers, this paintings is an in-the-trenches advisor to development a advertising plan that embodies own values rather than exploiting them.

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Additional info for Marketing That Matters: 10 Practices to Profit Your Business and Change the World (Social Venture Network)

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The horizontal axis is advancement of mission; the vertical axis indicates return on investment. Clearly, the “sweet spot” for a business marketing choice is in the upper right quadrant, where you have both high AOM and high ROI. An example of a marketing tactic in this sweet spot is the weekly conference call for Warm Spirit. Warm Spirit is a natural body care products company whose customer base is primarily African American women. Warm Spirit’s social mission is to empower African American women as entrepreneurs.

Make It Easy Carrots work much better than sticks when aiming for brand consistency. The most frequent reason that brands get diluted is that well-meaning staff and managers lack the tools they need to communicate, or they’re stymied by perceived or real marketing bureaucracies. By establishing clear and easy-to-use brand guidelines, and accessible pathways for assistance and review, you make the consistent application of your brand much more likely. ) that meet the needs of frontline and management staff make using the brand easier.

5 Increases or changes in distribution channels—For example, Joie de Vivre’s goal of increasing the percentage of bookings through its own Web site. Improved positioning (often measured by awareness and brand recognition)—For example, ShoreBank’s goal of What Is Your Definition of Success? 6 Socially responsible businesses often articulate nontraditional marketing goals. ). For example, Flexcar provides easy access to new, wellmaintained cars in various urban areas. Flexcar serves people who either do not own a car or are making the choice to utilize alternative forms of transportation for many of their trip needs and need a car that they can rent by the hour, hassle free.

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