There’s certainly no shortage of topics that can fuel controversy these days, and sometimes it can come up in unexpected ways. Especially when you ask for opinions about subjects that people are passionate about. You never know what kind of nerve you might hit!
I came across a recent article at BusinessWeek’s website titled “Meet the Antipreneurs“. The article highlighted businesses that target a growing consumer niche that is jaded about corporate business and big-brand advertising. They primarily promote their products by relying on word of mouth advertising from their customers.
As a former radio guy, I was drawn in by the story of Bill Goldsmith, who runs a successful listener supported internet radio station with a passionate following. What I found intriguing about him and the others in the article, is that they have made a strong emotional connection with a constituency that resonates with their message. According to the BizWeek article, “their marketing strategy is targeted toward consumers who have grown cynical about buying products and services from larger companies, whose methods they deem irresponsible.” I have found that this cynicism is a growing trend, especially among young people, and is influencing buying decisions.
A recent study by the American Marketing Association found that:
- One out of every three consumers said they would be more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.
- Young people age 18-24 and women are most likely to buy a product or service connected to cause-related marketing.
- 40% of women versus 30% of men were more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.
- 46% of respondents age 18-24 versus 31% of respondents 45-64 were more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.
The Pot Gets Stirred
Having that as a background, I floated a link to the article on Twitter and asked people to share their thoughts about the topic. What I found was that he term “antipreneur” seems to be a goad that pricked the sensibilities of most folks. A couple of Twitterbuds were especially bothered by what they felt was BizWeek’s cluelessness and hypocrisy about small business and entrepreneurism. And judging from the comments on the BizWeek article, others were not too thrilled either.
Walt Goshert, of The Marketing Caddy, wrote a scathing blog post lambasting BizWeek, the reporter, the article, and the business owners who were the subject of the article. On Twitter, he deemed the article shallow and too politically correct and wondered if the business owners cared more about the customers or the cause.
I got a similar response on Twitter from J.P. Micek of Tribal Seduction. J.P., along with his wife Deborah Micek, also writes about New Media Marketing at Entrepreneur Magazine’s blog network. He labeled BizWeek a rag, the business owners “anti-capitalist” and zeroed in on the “antipreneur” tag saying the article’s main trope was based on a faulty definition. Micek believes that BizWeek thinks entrepreneurs equal big corporations, but in reality, an entrepreneur is an individual who recognizes an opportunity and acts to profit from it.
I was a little surprised by such a strong reaction, though I do agree that the “antipreneur” label inflames the issues unnecessarily. However, it is precisely this strong reaction that indicates these businesses are doing something right with their marketing strategy. Why? Because the passion that surrounds a cause that you believe in makes for a strong emotional connection with your constituency.
Though I highly respect both Walt and J.P.’s opinions and achievements as marketers and business owners, I think the passion of their politics, fueled by BizWeek’s use of “antipreneur” blinded them in this instance to see the opportunity and viability of a marketing strategy that is cause related. That also applies to the commenters at BizWeek’s article. Personally, I just ignored the “antipreneur” nonsense and the politics of it all to focus on what works as a marketing strategy, period. Let’s just say that it is certain that none of the critics are the target market of the businesses featured in that article!
Transparency, Authenticity and Making an Emotional Connection
The need to be transparent and authentic in your business practices in the new media age is more vital than ever before. People do business with those they know, like and trust. They want to associate with those who have common interests and values. This is true regardless if you are an environmentally conscience vegan who likes granola and hiking in non-leather boots in the wilderness, or a card-carrying N.R.A. member who likes venison and hunting in a 4-wheel drive. One wants to protect Bambi’s right to peaceful coexistence with man and nature, and the other wants to protect the right to bear arms and hunt Bambi down to stock his freezer and fill his belly.
The point is, a message that resonates and forms a strong emotional connection with your constituency is a powerful marketing strategy. If you have a mission driven message that resonates with your customers, you will make a connection that has long term value. As Dr. Seuss once said, “Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind.”
So what do you think? Is this type of marketing hypocritical and disingenuous or transparent and genuine. Leave a comment below with your thoughts.
Technorati Tags: business, cause marketing, social entrepreneurship
Filed under: cause marketing, strategy | Tagged: business, cause marketing, social entrepreneurship | 13 Comments »
” states that in 1971 we were exposed to an average of 560 advertising messages per day. By 1997 that number had grown to over 3,000. Today conservative estimates put it at over ten thousand each and every day.
