Purpose Marketing has come to influence how an organization understands its marketing goals: from advertising its products or services to building a brand ecosystem with social purpose.
O EXPERIENTIAL MARKETING is a strategy used by an organization to center its external communication efforts around a social cause that aligns with its own values and vision. The goal of this type of marketing is to enable an organization to develop a deeper relationship with its stakeholders and community by creating authentic connections based on shared values.
Goal-oriented companies of this type seek to involve customers in their goals. They therefore idealize an engaged customer base, which gains meaning from their involvement, and which also helps the company to further its social purpose.
It is therefore important to look for opportunities to integrate stakeholders. This means first considering the topics or issues they identify with and care about and developing an action plan based on that information and involving them in the discussion.
The impact of this dialogue has to go beyond appearances - it's about making people feel that they have been heard and understood and are participating in an impactful action. This is an opportunity to bring more people into a community that otherwise could never be won over.
This community around the brand activates the customer base, creating the conditions for them to join and participate and for their voice to be heard. It means giving stakeholders the tools to help them tell their story. Telling their stories and sharing their concerns creates interaction and recognition in a dynamic of social purpose.
An organization today has to be more than its business: it is an active player and participant in a broader reality and necessarily integrates in its actions the major issues of its time.