People Disillusioned With State-Of-The-World
Doing well by
doing good is no longer just a smart strategy�it's becoming an
imperative for corporate survival, according to futurist Faith
Popcorn and her branding consultancy, BrainReserve.
But hyping good
works isn�t going to cut it. In fact, Popcorn maintains that obvious
hype of any kind is anathema�that success will increasingly hinge on
companies finding subtle, quiet ways to achieve trust and intimacy
premise is: The public�s deep disillusionment with the state of the
world, �the establishment,� and consumption is causing working women
and men to �cash out��opting for simpler, less cluttered lifestyles
and fleeing from ubiquitous marketing messages.
At the same
time, heightened awareness of social responsibility and corporate
behavior means that people are recognizing that every purchase has
consequences beyond the transaction.
from a consumer to a citizen mentality in turn means that �bringing
on a dash of corporate social responsibility� is no longer good
enough, in Popcorn�s view. To compete, companies will have to go
beyond symbolic gestures and even beyond commitment of money to
causes, and weave �goodness� into their cultures as a fundamental
they�ll need to �whisper,� rather than shout, their brands� value to
customers and prospects. How? By helping to improve the community
and simplify life through their services.
stresses that while disdain for hype, and a yearning for simplicity
and core values are pervasive, women are even more fed up than men,
according to BrainReserve�s studies.
All of which,
says the consultancy, underscores the �eight truths of marketing to
women� as laid out in Popcorn's 2000 book, EVEolution.
Here are some
of those points, with added comments from Popcorn:
You can�t hide behind your logo.
when you�re open about your actions and act with a conscience,�
asserts Popcorn. �Companies today need to add a fifth �P� to the
marketing mix�policy. Marketing to women isn�t just about value.
It�s about values. There is enormous power in communicating your
Market to her
peripheral vision, and she will see you in a whole new light.
bond with brands that market to them in an overly aggressive way,�
she reemphasizes. �Women tune into multiple channels...scanning,
hearing and seeing the world on all levels. A brand needs to appear
on the periphery, in the natural settings of her daily life�showing
up unexpectedly, helpfully.�
If she has to ask,
it�s too late.
"In this world
of prolific consumerism, if a product is disappointing, another,
more satisfying option is immediately available,� observes the trend
analyst. �If women have to go out of their way to track you down,
and your attitude is take-it-or-leave-it, they�ll leave it.�
Go to her, and secure
her loyalty forever.
is convenience,� Popcorn stresses. �Look not only at what your brand
offers to her, but in terms of how, where and when it�s offered to
her. Provide a service in going to her, not just a solicitation.�