Today, social media marketing is everywhere, but marketers can be hugely successful by practicing another kind of social marketing. That social marketing is using marketing to solve social problems. Consider the following examples:
Supporting this idea is a quote from management guru Peter Drucker from his book Management:
“… it is the function of business… to satisfy a social need and at the same time serve their institution, by making resolution of a social problem into a business opportunity.”
But Drucker also warns in a later writing that “The first social responsibility of business is to make enough profit to cover the costs of the future.”
By focusing on social marketing, marketers have the potential to be highly successful with their products as well as help improve society through business. For example, Wendy’s recently overtook Burger King to become the world’s second largest hamburger chain even though Burger King has twice as many locations.
Much of this credit can be attributed to Wendy’s strategy of focusing on what their customers wanted – more fresh food offerings. However, Wendy’s also heavily promotes their Wonderful Kids program in-store with donations made with the purchase of a Frosty on Father’s Day or Halloween Coupon books as well as in-store POP and donation canisters. Burger King also has a foundation but it is supported primarily through employees, franchisees, and suppliers.
Domus has worked with numerous clients on social marketing initiatives for the good of social issues and that make good business sense including establishment and promotion of foundations, cause-related event sponsorships and charity promotion overlays.
Ed Samide is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at firstname.lastname@example.org or 215-772-2805.