Gone are the days when just showcasing a product or service would suffice! Today’s consumers are more selective than ever. It’s important to them that they support companies that share their values and beliefs. That’s where purpose-driven marketing comes in! It also just happens to be the very cornerstone of our mission.
Purpose-driven marketing isn’t just a buzzword; it’s a way of thinking. It consists of creating your marketing message with intention and clarity. Show current and potential clients how your brand’s core values align with what’s most important to them. This can include social issues, personal or family values, long-term goals, or addressing their pain points. It’s so important to us, actually, that we’ve made it our mission to serve our clients by creating clear, effective marketing that will ultimately help them fulfill their purpose.
Why does purpose-driven marketing matter for franchisors, nonprofits, and other businesses?
Including your values and mission boldly within your marketing strategies creates a stronger brand identity for franchisors that resonates with customers, franchise owners, and the right franchise candidates. Meanwhile, nonprofits rely on their mission to attract donors and volunteers, and service and other businesses can appeal to clients this way as well. Purpose-driven marketing can help strengthen their impact and connect with their audience on a deeper level. This should lead to increased loyalty, satisfaction, and, yes, revenue.
How to get ‘purpose-driven’
Stop ‘selling’ your products and services. Instead, focus on the outcome and the solutions they provide, and be clear about the brand’s good intentions.
For example, for a nonprofit organization promoting an annual event, attendance is critical. But the true goal of the event is to raise money and increase awareness of the services provided and how it benefits the community. It creates a more powerful and effective marketing campaign if you can zoom out and spotlight the bigger picture. People will align with your cause, and they will come out to support it. Going to a fun event is nice, but making the community/world a better place is even nicer, and that sense of purpose is appealing to many people.
Franchisors work towards making business-ownership dreams a reality while solving a problem or improving their clients’ lives in some way. These marketing campaigns will vary depending on who the audience is. For franchise sales, specifically, franchisors should focus their message on how their brand aligns with candidates’ values. They should discuss how the opportunity can help people reach both their personal and professional goals. If you’re a franchisor, your goal is to figure out what’s really important to the kinds of people that you want to attract and then highlight that within your organization.
Similarly, when looking to promote a brand to customers, whether a franchise or another business, find out what they truly need and clarify your message to match. Show them that your brand understands them and that you align. That’s what makes you the best choice to answer that need. Sync your marketing strategies with your audiences’ wants and needs. You’ll end up with meaningful campaigns that truly resonate with the right people.
At Bright Pink Agency, we always keep our eyes on the purposeful prize. We approach every campaign with the end goal in mind. Every decision we make focuses on how it will impact our clients’ (and their clients’) future. Thanks to our purpose-driven approach, we create projects and campaigns that bring results and align with what our clients really stand for.
Purpose-driven marketing is the real deal.
Take an honest look at your current messaging. Who is the consistent subject and what are you really saying? If it’s about you/your brand all the time, what you do, and how awesome you are (and you are, we know!), consider shifting to a more purpose-driven marketing strategy. Remember: your true purpose is ultimately about the client/candidate and meeting their needs, right? What you do, how you do it, (and yes, how awesome you are) will become clear as you tell them about your solutions and the things you care about.
Instead of saying “we perform services X, Y, and Z,” try highlighting how important doing a good job is to your team, how these services solve specific problems, highlight success stories of clients who have benefited from receiving your services, or how it all relates back to the community and their collective values.
It’s about tapping into your client’s long-term goals and developing marketing strategies that truly connect with your audience. When you take a purpose-driven approach and focus on the big picture, you can create messages that pack a serious punch! Not only will you improve results, but you’ll also help your clients feel familiar, comfortable, and supported, which increases loyalty. So, if you’re ready to make a real difference with your marketing, let’s get started! Reach out today and we can explore all the ways purpose-driven marketing can help your brand.