When it comes to business, your marketing strategy is everything. From business-to-business (B2B) and business-to-company (B2C) to relationship marketing and undercover marketing, there are a variety of models for you to take advantage of.
While every tactic works differently for each business, some generally tend to work better than others. Movement marketing is a strategy that has been around for a couple of decades. However, this is a strategy that is more valuable than ever right now.
If you’re looking for new ways to boost your brand and your business in 2020, movement marketing might just be it.
What is movement marketing?
So, you’ve most likely heard of the term ‘movement’, and we’re not referring to exercise. A movement is based around social and cultural behavior, which strives for a specific goal. It’s a form of collectivism in which communities come together based on shared beliefs and values. Movements are usually initiated following pre-existing living situations, conditions, issues or ideas.
Some common examples are the Civil Rights Movement, Occupy Wallstreet, and Feminism. All of these efforts had a very substantial audience, which is why these movements were able to gain traction.
Movement marketing is when a brand attempts to connect with consumers by presenting a shared vision. The angle is directed at sharing the ethos and values of a company, opposed to flat out sending an advertising message. Because movements are usually backed by such a large amount of individuals, it is a strategy that can be successful at influencing consumer choice.
Examples of movement marketing
Some examples of movement marketing are:
- Beauty company Dove frequently angles its products towards ‘real women’. A campaign of theirs “Real Beauty” features ‘regular’ looking woman with attributes that other companies might deem as flawed such as cellulite and love handles.
- Barclays bank has implemented initiatives which encourage customers to spend with small businesses opposed to large corporations.
- Barbie launches campaigns encouraging girls to be anything they want to be. Launched in 2018 on International Women’s Day, their #MoreRoleModels campaign aimed to create a positive conversation about young girls and role models.
In all of these examples, the company chose to advertise its beliefs rather than its product, which increased its network of supporters.
Why is this a good marketing strategy?
Politics is driven by ideas and the people that support them. Now more than ever, people desperately desire positive social change. This is the perfect opportunity to stand up for something your company believes in through movement marketing. Your target audience will be a broad and excited about your beliefs.
The experts of movement marketing at Strawberry Frog report that 76% of people wouldn’t do business with a company that shared views which contrasted their own. They also state that 63% of Americans who consume want a business to lead the way with environmental and social change.
How does movement marketing take place?
Thanks to social media, more people have an accessible platform in which they can participate in conversations that are important to them. This is making movement culture quite prominent.
Social media also will work in your favor with movement marketing as it gives you an opportunity to share your social action in real time. If your target audience sees that you’re doing work they appreciate, they will have a lot more respect for your brand. Social media is the best place to implement movement marketing, and it’s not difficult!
Is movement marketing worth it for your business?
Movement marketing is excellent for showing consumers that your brand cares about the world. We all want to know that businesses care about the stuff we deem important. The message isn’t about ‘sell, sell, sell’ anymore: it’s all about ‘do, do, do’.
If you think you might benefit from movement marketing, you should get in touch with a leading specialist and about getting started with strategies for a new campaign.