Senior Marketing Manager | Brand Hackers | We build fractional marketing teams for brands with big dreams
This ad from the Scottish Government has nailed what most purpose-driven start-ups forget... 👉 It focusses on the CUSTOMER benefit over the mission. It breaks down... ☀ Walking to work reduces emissions, BUT the customer saves money on petrol and gets some exercise at the same time. ❄ Insulating your house properly reduces emissions, BUT it keeps your house cosy and enjoyable to be in. They know that if they want the average person to care about Net Zero, they have to give them a reason that benefits them. AND they have the resources that most start-ups don't to get the data to test this theory. Purpose-driven brands often forget that a very small sector of the market want to or can afford to choose the purpose-driven option just because it's more eco-friendly or is more ethically sourced. Nor will they sacrifice their user experience to do so... ❌ It can't taste worse than the established option just because it has functional benefits. ❌ It can't be difficult to access and make them go out of their way. ❌ It can't be 5x the price without delivering a noticeable increase in quality. If you want to reach the masses, you NEED to tell them what's in it for them – and deliver on it. What do you think? Am I too cynical?
Senior Marketing Manager | Brand Hackers | We build fractional marketing teams for brands with big dreams
3moIf you fancy a watch, here it is! https://www.youtube.com/watch?v=zYcXDr-fNHM