I love Bear. Not a “Bear” (as in the big scary animal) but my friend’s little dog Bear. He’s cute, cuddly and super smart.
Maybe that’s why I like Subaru car commercials so much; almost anything to do with dogs makes me smile. Interestingly, I found myself eventually feeling positive about Subaru as a company even though I’ve never owned one of their vehicles. It’s almost as though my good feelings about dogs had become good feelings about the company.
This is also a great example of “Values-Based Marketing” and why it could be the perfect strategy to take your sales to the next level.
What is Values - Based Marketing?
Years ago I was hired as the marketing consultant for a major manufacturer’s new guitar line. What I didn’t know (before taking the gig), was that the parent company was only lukewarm to the new brand, offering little in the way of a marketing budget or encouragement.
But we had a secret weapon. Our division founder & creative director insisted that we promote our values, as much (or more) than the products themselves. Using little more than social media, our messaging routinely celebrated women, promoted equality & spoke to the importance of caring for the environment. Note that this was way before Values – Based Marketing became the hot trend it is now.
The head of the new division didn’t bend our marketing message towards values and ethics just to score points with customers. She did it because it’s what she believed in; even business decisions were made through the lens of our division’s values. Intuitively, she thought our ethics would align with the people who would be attracted to the new line…
…and boy was she right.
We began receiving emails from customers & fans unlike any I’d ever seen. There were baby pictures. Photos of our guitars in nature. Stories of strong, female musicians breaking barriers. Emails from customers telling us about their hopes & dreams.
As importantly they were referring to their friends…in droves. “The little engine that could” grew quickly from $600,000 annually to over $6,000,000 per year. That’s what “Values-Based Marketing” is all about; the implementation of marketing strategies & messaging based on the shared values of companies and their audience.
Could this work for you?
In today’s social climate, VBM is more relevant than ever. In a recent presentation given for the National Association Of Music Manufacturers (NAMM), I talked about civil unrest in society today, and how trustworthiness and empathy toward social issues had become a strong factor in where people shop. For businesses with many competitors, or that have marketing messages that no longer resonate with customers, VBM can cut through the clutter by helping customers see themselves in your story.
Whether your focus is on “giving back”, supporting social/ethical issues, or other initiatives that reflect the ethics of your customers, employing a VBM strategy can help you connect with them in new and profoundly powerful ways.
Implementing a Values - Based Marketing Strategy
Here are 4 things to help get you started:
1. What are your values?
The foundation of this strategy starts with being clear on your company’s beliefs and ethics. I happen to value justice & equality. For others, it could be the humane treatment of animals. Whatever your ethics, the key is authenticity. A company’s stated values must be things they truly believe in, confirmed through the business decisions they make and a follow-through that proves their commitment.
2. What are your customers’ values, and do they reflect your own?
Figuring this out can admittedly be tough, and I’m not sure there’s any one way to determine your customer’s deeply held beliefs. Conducting simple surveys about a topic or issue is one idea. Studying competitors to see how they execute Values-Based Marketing strategies is another. You might also look at more familiar, generally held values (peace, unity, equity, charity, environmental concerns, etc.) to see if they resonate with customers and instinctively align with authentic positions you hold.
3. Once you’ve settled on a VBM marketing message review it again against your company values for authenticity.
Is what you are stating valid? Is the message clear, concise and honest? Will it resonate with key categories of customers or your target market? Think about your current strategy and content. Fix any places where your messaging falls flat or hollow and start plugging in more messaging that reflects Values-Based Marketing.
4. Adapt your strategy
as you identify other core values that may connect with customers.
An effective Values-Based Marketing strategy is a multifaceted one that takes time to work. It will touch people in different ways. Some companies may lean towards simple messages that reflect the emotion behind their beliefs. Others will find strong visual cues work best.
Keep in mind that there may be bumps in the road. The message you thought would resonate with customers may fail miserably. Pay close to the market’s reactions and replicate the things that work. And remember, your audience is listening and watching your every move. Anything you like, comment, or say publicly needs to align with who you say you are and what you truly believe.
Here at Organiksol Marketing, relationships come first, so Values – Based Marketing is a strategy we believe in. It’s a strategy which recognizes for many consumers, it’s not just what you buy, but who you buy from. And when customers stop seeing you as only a seller and begin seeing you as an ally, you too can take your sales to the next level.*
Organiksol Marketing provides content writing services for websites, product descriptions, ebooks, sales collateral and social media. Foreign language translation is available.
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