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Why Millennials Want your Brand to Invest in a Cause

Feb 02 ,2017

Why Millennials Want your Brand to Invest in a Cause

 

Millennials Cause Marketing CSR GSG Blog

Why the sudden interest in causes? The growing interest in social causes is not so sudden, and definitely not temporary.

As the generation that grew up alongside the internet boom as well as the expansion of CSR (corporate social responsibility) and serious conversations about the environmental impact of consumerism, millennials care about how they impact the world around them. They see that big picture change starts with how they spend their dollars. That’s why some retail brands have found success with cause marketing, despite their for-profit models.  ‘Doing well and doing good’ is a mantra for millennials.

Social media has made it possible to have direct impact through seemingly ordinary purchases. These purchases make it easy, and convenient for consumers to make an impact. Efficiency is another reason why millennials are purchasing products and services that make it easier to do more. We’ve seen a growing trends in multipurpose tools such as tinted moisturizer and multimedia capable phones, and tools that just make life easier like “the cloud”. Brands must now offer solutions that serve the consumer and impact a social cause at the same time.  Millennials require brands to get involved purposefully, simply giving is no longer enough.

Purpose driven brands that integrate a cause into their business model like TOMS communicate their mission instantly, and exhibit authenticity. (Read more about purpose driven brands.)

Why does this lie on the shoulders of brand and not government? Millennials believe “businesses have financial and technological resources to make change happen”, and millennials want to be involved. In return, millennials “reward brands that behave like good citizens with loyalty and positive word of mouth”.

Millennials are already using tools at hand like social media trying to be part of the solution. Viral campaigns like the ALS Ice Bucket Challenge allowed millennials to do good by participating from anywhere in the world, as long as they posted their videos on social media. Two-thirds use social media to engage around CSR (66% vs. 53% U.S. average” and 9 out of 10 are likely to switch to brands involved with causes.

Tired of hearing about millennials yet? Get ready to hear more for many, many years to come. Millennials are now the “largest living generation” in America and also represent the largest generation in the labor force. As their spending power increases, so must our attention.

And if just by chance you were planning on sitting this one out while the social cause phase passes on through, we’re warning you now, social causes aren’t going anywhere anytime soon. In fact, Generation Z (Anyone under 20 years old as of now) shares similar views concerning social causes as their predecessors. Cause marketing now requires long term attention and thoughtful involvement from brands like yours.

Here are some model campaigns doing it right.

 

Dec 02 ,2016

Visual Storytelling Tips for Digital Marketing Campaigns

Outdoor Photographer, Visual Storytelling, Photography Tips

Photo by Benjamin Lawless– No modifications were made to his photo

The ability to tell casino online your cause marketing story well largely depends on presentation. Copy is one thing, but visuals are increasingly important in a time where people can scroll past your news story without reading the full headline. Now, with options for videos, albums, carousel ads and live video tools, how do you leverage them all strategically in a way that encourages more engagement with your campaign?

Make People Your Focus
People are expecting for your cause to make an impact. Although photos of banners and event signs can help establish your brand’s presence at events and with increasing awareness of your campaign, people want to see how you are reaching humans. Highlight your team members, your customers, your partners, and their stories. (Make sure to get model release signs for any people featured in your images.)

Action
Let’s see your brand in action! Sharing group photos of your team can’t hurt, but your audience may be more interested in peeking into those moments where your team is doing the work that your website says you’re doing. TOMS produced a video of them making good on their promises and hand delivering the shoes to children in need. The image of giving shoes to children was repeated several times in the short form video (1:01. 1:31: 1:46, 1:53, 2:22) showing their audience that their purchase really does impact people on the end.

Before and After
People want to know how much of an impact you’re making. You may already be presenting this information in your CSR reports but that doesn’t mean you can’t tell the story here, too. Each story has a beginning, a middle and and end. Where was the cause before your involvement and what have you changed? Numbers, testimonials, reviews- there are so many options to how you can choose to communicate your impact.

Become a Cell Phone Photography Pro
Knowledge of composition rules, good lighting, lenses and other mobile camera tricks can help you get the best quality out of images captured with your cell phone. Although you should have a photographer on site with professional equipment covering the event, you should be ready to cover unexpected moments with a camera of your own. Study your phone, special features and apps that can prepare you to capture stunning images in those moments where you’re in the right place at the right time, with only your phone.

Appropriate Image Sizes
Don’t crop your photos into awkward shapes if you need to remove a flaw- take another photo instead. For any campaign images you create for the company’s social media pages, go the extra mile and have them made with custom sizes for each platform. Cover photos that become fuzzy and profile photos that crop out the edges are no good. Work with a designer who can customize branding materials so they looks polished and not temporary. Sprout Social has an image file size chart for major social media platforms that is always up to date.

Source Visuals from your Audience & Geo-Searches
Encourage audiences to share their photos for angles and moments you wouldn’t have been able to gather yourself. By creating a campaign hashtag and making it highly visible at your event, it’ll make it much easier to find photos of your event that people forgot to tag you in. Ask for permission in writing to share their photos.
You can also find photos based on events by setting up a Hootsuite location listening stream to see what people post at your event. You’ll be able to sort by location to see who is posting what where, and when.

Mar 17 ,2016

Experiential Marketing: What’s The Big Buzz About?

Experiential Marketing
Have you heard someone tell you to buy experiences and not things? Why are concerts, cross country trips and personal experiences being valued over physical products? There’s something about experiences that cause us to feel inspired or satisfied. Plus, memories of unique experiences just seem to stick. Because experiential marketing can help tie your product or service to live events, online and in-store experiences with your audience, it’s the perfect time to incorporate it into your marketing strategy. Want to know more?

Let’s break this down:

What is experiential marketing, exactly?Experiential Marketing
A loose definition of experiential marketing is “messaging you can touch, feel or view in a physical space.” Experiential marketing ties an experience component (such as through an event) to your marketing strategy in order to connect to your audience in a way they’ll remember. Why are experiences so important?

 

Are experiences or products more valuable?
There’s a current discussion today around experiences been perceived as more valuable than products. According to a study fielded by the Event Marketing Institute, “98 percent [of consumers] say a live event motivates them to buy a product. They also share the experience with others—almost half tell someone about a live event while they’re attending”

Another study conducted by Harris and funded by Eventbrite reaffirms that idea and found that that “72% [of millennials] say they’d like to increase their spending on experiences rather than physical things in the next year, pointing to a move away from materialism and a growing appetite for real-life experiences.” Reflection question: Can consumers associate your product to positive experiences? Where are they discovering and using your product?

What Does Experiential Marketing Look Like?
So how can we connect consumers with experiences to make products part of memorable, positive experiences? It starts being aware and truly understanding your brand and your audience, and reaching them in those meeting places that matter. Experiential marketing can include in-store displays, live events and face-to-face marketing. You already know experiences are valued more than products, so make your product part of an experience.

Click over to the Good Solutions Group website for an overview of successful experiential marketing campaigns that paired brands with their target audiences in memorable events. GSG has been named a Chief Marketing “Top Shop” for the 2nd year in a row in 2016, and has been awarded 2 EX Awards for experiential marketing!

Mar 10 ,2015

Cause At The Core: Dove Edition

At Good Solutions Group, we care. As one of the leading agencies in cause-marketing in the U.S., we’ve made it our mission to support causes that positively impact our communities and world. Join us in celebrating successful companies that care about causes too and strive to truly make a difference.

Cause At The Core: Dove Edition

Dove-Real-Beauty-Campaign

Company: Dove

Campaign: Real Beauty

Campaign Launch Date: September 2004

Campaign Accomplishments and Highlights: 

  • 2007: The Dove global study, Beauty Comes of Age, revealed that 91% of women ages 50–64 believe it is time for society to change its views about women and aging. The campaign celebrated the essence of women 50+—wrinkles, age spots, grey hair and all. It was brought to life through a communications campaign created with internationally renowned photographer Annie Leibovitz. When the Campaign for Real Beauty focused on the idea that girls are bombarded with unrealistic, unattainable images and images of beauty that impact their self-esteem, the brand teamed up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty.
  • 2011: Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-to-17-year-olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful. The study also found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls’ confidence as they grow older.

Community Outreach Organization: Dove supports the work of the Girl Scouts of the U.S.A., Girls Inc., and Boys & Girls Clubs of America ( Dove has created self-esteem- building, educational programs and activities that encourage, inspire and motivate girls around the world. )

Impact: Dove has reached over 7 million young women so far and set a global goal of reaching 15 million girls by 2015.

Website: http://www.dove.us

 

Feb 13 ,2015

Chocolate-Inspired Valentine’s Day Recipes For Your Sweetheart

Chocolate-Inspired Valentine’s Day Recipes For Your Sweetheart

Let’s face it, chocolate is a girl’s everyone’s best friend. So we’re bringing you 5 mouthwatering chocolate inspired recipes from our friends at Nestlé.

Your sweetheart (and tooth) will thank you!

Imagine having breakfast in bed with these Cocoa-Kissed Red Velvet Pancakes.

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Or spice things up with Spicy Chocolate Fondue.

Kick off your home cooked Valentine’s Day dinner with Fragrant Seafood Soup with Chocolate Broth by Chef Richard Sandoval.

seafood soup

Prepare to ask for seconds with Chef Richard Sandoval’s savory Chocolate Adobo Rubbed Pork Chops.

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And top off the night by toasting your After Midnight Javatini with your loved one.

javatini

Happy Eating!

Cocoa-Kissed Red Velvet Pancakes

Ingredients

  • 1 cup all-purpose flour
  • 1/4 cup granulated sugar
  • 3 tablespoons NESTLÉ® TOLL HOUSE® Baking Cocoa
  • 1 teaspoon baking powder
  • 1/2 teaspoon baking soda
  • 1/2 teaspoon salt
  • 1 large egg
  • 1 cup reduced-fat buttermilk or lowfat milk
  • 2 tablespoons unsalted butter, melted
  • 1 1/2 teaspoons vanilla extract
  • 1 teaspoon red food coloring
  • Heart-shaped pancake cutters or cookie cutters (optional)
  • Optional garnishes: butter, powdered sugar, maple syrup and fresh berries

Directions

1. Combine flour, sugar, baking cocoa, baking powder, baking soda and salt in large bowl; stir well.

2. Whisk egg, buttermilk, butter, vanilla extract and food coloring together in large bowl. Add to flour mixture; stir to combine. Allow mixture to sit for 5 minutes (this produces more tender pancakes).

3. Heat nonstick skillet or griddle over medium heat. Brush with a little oil or butter. Add about ¼ cup batter to skillet. Cook for about 2 minutes or until bubbles start to form on top. Flip and cook for 1 to 2 minutes or until bottom is lightly browned. Serve immediately with butter, powdered sugar, syrup and berries.

Cook’s Tip: If using pancake or cookie cutters, be sure to coat with a little oil so the pancakes don’t stick. Place cutters in skillet and pour batter into cutters. Remove cutters before flipping.

Spicy Chocolate Fondue
Ingredients
  • 1 can Evaporated Milk
  • 7 oz. Nestlé dessert chocolate (broken into small pieces)
  • 1/4 tsp Chili powder
  • 1/2 tsp Ground Cardamom
  • Assortment of Fruit

Directions

1. In a saucepan over medium heat, bring the evaporated milk to a boil.
2. Remove from heat and transfer into your chocolate fondue pot (do not light the candle just yet).
3. Add the chocolate pieces and let them sit for a minute, then stir.
4. Light the candle (or turn on the electrical element) and make sure the mixture is smooth.
5. Add chili powder and cardamom and mix well.
6. Put a piece of fruit on a skewer and dip it into your Nestle chocolate fondue recipe. Enjoy!
Fragrant Seafood Soup with Chocolate Broth

Ingredients

  • 1 bay leaf
  • 1/4 cup dry white wine
  • 1 MAGGI Chicken Flavor Bouillon Tablet
  • 1 chipotle chile in adobo sauce from a can, seeded and chopped
  • 1 tablespoon tomato paste
  • 1 teaspoon ketchup
  • 1/2 teaspoon ground cumin
  • 4 cups water
  • 2 cups diced, peeled potatoes
  • 12 prawns or medium shrimp, peeled and deveined
  • 12 whole clams or 1/4 cup canned whole baby clams
  • 2/3 cup (5 fluid-ounce can) NESTLÉ® CARNATION® Evaporated Lowfat 2% Milk
  • 1/2 cup frozen green peas
  • 1/2 cup frozen yellow corn kernels
  • 2 tablespoons NESTLÉ ABUELITA Granulated Chocolate Drink Mix

 

Directions

1. Heat oil in large pot over medium heat. Add onion, tomato, carrot, cilantro, garlic, ginger, lemongrass and bay leaf; cook, stirring occasionally, for 3 minutes. Add wine; stir to loosen up brown bits from bottom of pan. Add bouillon, chile, tomato paste, ketchup and cumin; cook, stirring frequently, for 2 to 3 minutes. Add water. Bring to a boil; reduce heat to low. Cover; cook for 40 to 45 minutes, reducing mixture by 25%.

2. Transfer mixture to blender (in batches, if necessary); cover. Blend until smooth. Strain mixture back into the pot; continue cooking over low heat. Add potatoes; cover. Cook for an additional 15 minutes or until potatoes are tender.

3. Increase heat to medium; add prawns, clams, evaporated milk, peas, corn and Abuelita chocolate. Cook for 5 to 7 minutes or until shrimp turn pink. Serve garnished with additional cilantro, if desired.

Chocolate Adobo Rubbed Pork Chops

Ingredients

CHOCOLATE ABUELITA DEMI-GLACE

  • 2 tablespoons grated piloncillo (or brown sugar)
  • 1 1/2 teaspoons MAGGI Granulated Chicken Flavor Bouillon

CHOCOLATE ABUELITA ADOBO RUB

  • 1 tablespoon MAGGI Granulated Chicken Flavor Bouillon

Directions

FOR CHOCOLATE ABUELITA DEMI-GLACE:

1. Heat oil in medium pot over medium heat. Add onion and garlic; cook, stirring frequently, for 2 to 3 minutes. Add chile; cook, stirring occasionally, for 5 minutes. Add piloncillo; cook for 3 minutes or until slightly caramelized. Add vinegar; cook, stirring occasionally, for 10 to 15 minutes or until reduced by half.

2. Add beef stock, Abuelita chocolate and bouillon. Increase heat to high; bring to a boil. Reduce heat to medium; cook for 35 to 45 minutes or until reduced by half.

FOR CHOCOLATE ABUELITA ADOBO RUB:

1. Combine Abuelita chocolate, espresso powder, paprika and bouillon in medium bowl. Store in an airtight container or keep in the freezer in a sealable plastic bag.

2. Season pork chops aggressively with adobo rub; rub lightly with oil. Preheat a gas or charcoal grill (a grill pan can be used as well) to high heat; place the chops on the grill. Grill for 5 to 7 minutes (depending on the size), turning occasionally to ensure that they do not burn. Place chops on plate; ladle 2 tablespoons glace over each pork chop.

After Midnight Javatini

Ingredients

  • Ice cubes
  • 1/4 cup espresso
  • 2 tablespoons any flavor NESTLÉ COFFEE-MATE Liquid Coffee Creamer

2 tablespoons vodka

  • 1 tablespoon coffee liqueur (optional)

Directions

1. Fill cocktail shaker halfway with ice. Add espresso, Coffee-mate, vodka and liqueur; cover. Shake for 10 to 15 seconds. Strain into chilled martini glass.

Cook’s Tip: Try garnishing the rim of the martini glass with grated chocolate. Coat the rim with honey, then dip in grated chocolate.

Nov 15 ,2014

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Going into their second tune up game against the Dallas Cowboys on Friday, Tannehill and the Dolphins’ offense should see more prolonged action. With that, there should also come a more representative sample with which to evaluate the veteran in coach Adam Gase’s offense assuming the quarterback can stay on his feet. Against New York, Tannehill was hit on three of his four pass attempts.

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Did our due diligence and feel the demographics in Brampton is perfect for basketball, said Magley. Don have to educate the public. Not there yet, but I excited about it, said NBL Canada president Andre Levingston. It is particularly unfortunate that Nethercote seeks to create controversy about the reappointment of the Electoral Commissioner. I entirely agree with Justice Michael Kirby’s observations, quoted by Nethercote, that the commissioner is “a neutral officer and, indeed, one of the most important, if not the most important, in the executive”. This is all the more reason to ensure that his reappointment is secure and above politics.

May 07 ,2014

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Dec 07 ,2013

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Nov 15 ,2013

He can take Ohio to court

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