“The company’s three-strand mission statement – to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis – informs every aspect of the marketing strategy.”
“Weller explains that marketing within Patagonia is focused on “building a movement” based on the values it shares with its communities, a connection that cannot be achieved through traditional above-the-line advertising.
“It’s community building and we’re very much focused on doing that socially online, physically in the real world and we invest as little as we can in paying to talk about what we do and who we are,” he adds.”
“You can’t reverse into a mission and values through marketing. The organisations that are struggling with this are probably the ones that are thinking about marketing first.”
Patagonia on why brands ‘can’t reverse into purpose’ through marketing
Patagonia_ You can’t reverse into purpose through marketing
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#genZ quits #social: “Largely because of the effect social media has on their mental health. The study states that sixty-four percent of Generation Z is taking a break from at least one social media platform, while thirty-four percent is leaving permanently.”
“It’s an incredible message for other clients, if you want agencies to be really helpful from the pitch onwards, let them in” How to have real succes with your #agency starts with the #brand
Lessons learned from KFC and the FCK
The power of employees’ personal brands.
- When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
- Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
- On average, employees have 10 times more followers than their company’s social media accounts.
- Content shared by employees receives 8 times more engagement than content shared by brand channels.
The bottom line is that we trust people more than we trust brands, and we engage with people more than we engage with brands. If you don’t get your employees involved on social, you’re absolutely losing out to companies that do.
source: Fiona Stoop
1. Use numbers. Numbers are your email subject line’s best friends.
Extensive A/B tests by email platform Campaign Monitor found subject lines with numbers achieved a 57 percent better open rate than those without.
2. Remember, characters count.
Next, remember real estate for your subject lines is very limited. Desktops usually display about 60 characters and mobile devices about 25 to 30.
3. Use these 10 words that increase open rates: thanks, golden, iPhone, breaking, advice, course, thank you, exclusive, review, top stories
4. Skip these 10 words that decrease open rates: get rid of, secret of, shocking, what you need to know, won’t believe, quickest, aim, call, put, 2 for 1.
5. Do your own A/B testing.