Right side Toggle

Right side toggle content goes here Right side toggle content goes here Right side toggle content goes here .

To edit this text, navigate to "Appearance > Theme Options > Right side Toggle" and add your text or images as per your reuirements.

ME CORPORATE PARTNERS

Measuring how your Target Audience Responds to your Cause Marketing Campaign

May 27 ,2016

Measuring how your Target Audience Responds to your Cause Marketing Campaign

millennials, generation X, generation Y, baby boomers, generations, marketing audience, target audiencesDo you have your strategy and audience defined and in place, but are not sure how to measure success?
The appropriate measuring tools will depend on the objectives you’ve set, as with any marketing plan, but in cause marketing there are a few key things that should always be measured:

Reach
During the initial stages of your campaign, the reach metric will determine how many people within your audience were exposed to your new messaging. Increasing awareness among your target audience is the very first step in initiating a deep connection. Work with your marketing agency to determine which types of reach will prove the most effective for your specific brand and campaign.

Odwalla Campaign by Good Solutions Group

Odwalla Campaign by Good Solutions Group

Engagement
If the reach portion of your campaign proves successful, it can facilitate the audience behavior flow from awareness to engagement. This is especially important in cause marketing because interaction and a positive voluntary response from your audience are good indicators of their attitude and willingness engage with your brand.
Example: The Odwalla Plant a Tree campaign drove 35% of all website visits and Facebook fans for the brand during promotion, demonstrating that audiences took initiative to learn more about the brand’s activities.

Earned Media
Business initiatives that are relevant to your audience and are positively impacting communities often drive significant earned media, driving broader reach. Apart from saving you advertising dollars, having a third party such as community papers, bloggers and news networks brings credibility to what you’re doing. This campaign for Coca Cola earned over 600 million impressions worth $2.5 MM, but also, it demonstrated that those that chose to write about the campaign decided it was valuable news for their readers.

Brand Sentiment
Think back to the reason your organization decided to develop a cause marketing campaign. What were some of the attitudes toward your brand that needed to be addressed? Was one of your goals to create a stronger emotional bond with your audience? Were you hoping to increase brand loyalty? Determine your starting point, the audience attitudes and compare it to where you are now to evaluate if your cause marketing is influencing brand sentiment.

Business Goals
Cause marketing done right will support your business goals, and these should be monitored closely during the timeframe of your campaign to evaluate the success of your efforts. Good Solutions Group monitored Dasani’s retail sales throughout the time of the campaign created to communicate Dasani’s evolution into a plant-based bottle, which helped reverse purchase decline at retail from -15% to +76% average, with a high of +239%.

A recent survey by Kelley Blue Book reveals that corporate social responsibility can lead to sales increases for the automotive industry as “Sixty-two percent say they are more likely to purchase a vehicle brand if that brand is promoting a social good campaign.”

Subaru was mentioned as a leading automotive brand with campaigns that maintained long term impressions: “For those who have heard of specific social good campaigns, Subaru had the highest percentage of recollection at 61%”

Our campaign for Subaru aimed to create awareness of the new Subaru Outback model in 2010, and a cause marketing partnership with parks allowed for active lifestyle audiences and park lovers to test the cars at in-park events. By measuring test drives and impressions, engagement and awareness were evaluated to be successful.

Increased Sales is another business oriented measurable outcome to be monitored after your cause marketing campaign. According to the Cone Communications Social Impact Study, millennials are 89% more likely to buy products and services from companies with a CSR initiative. To get any idea of how much effect a cause marketing campaign can have on sales, keep in mind that Good Solutions Group campaigns average a 201% ROI.

A combination of all these metrics and others as needed to evaluate your specific campaign can help keep your efforts on track and evaluate whether your audience is having the response to the campaign messaging that you hoped for.

Mar 12 ,2015

The Hottest Trends of The Natural Products Expo 2015

The 2015 Natural Products Expo West (NPEW) took place last Thursday, March 5th, through Sunday, March 8th at the Anaheim Convention Center and featured over 2,500 natural products exhibitors to over 71,000 retailers, suppliers, distributors, and press, a record high for NPEW.

The 2015 NPEW encouraged industry leaders, from Nature’s Path CEO Arran Stephens to NY Times best selling author and neurologist Dr. David Perlmutter, to create discussions about the natural products including emerging brands, trends, ethics, and education. With press passes in hand, a handful of empty eco-friendly bags, and even emptier stomachs, the Good Solutions Group team scoured the Expo floors for the hottest natural products trends.

Here’s our summary of the biggest trends of EXPO.

NPEW 1

The Three C’s: Coconut, Chocolate, and Chia

It may not come to a surprise that dark chocolate, a delicious and antioxidant packed ingredient, appeared in many of the food products alongside coconut (in all its many forms). But Chia seems to be the newest addition, delivering consumers high fiber and protein content in a tiny (sometimes chocolate and coconut covered) package. Chia seeds, which were made a household name thanks to Mamma Chia‘s Chia beverage line, is now expanding its form from beverages to snacks, protein bars, and much much more.

The Three C’s Staff Favorite: Justin’s Mini Dark Chocolate Peanut Butter Cups

justins-mini-dark-chocolate-peanut-butter-cups

USDA Certified Organic and downright delicious, “Best of West” first place winner Justin’s introduced their newest product in the form of bite size dark chocolate peanut butter cups. Snag your bag here.

The Super Root: The Rise of Turmeric

While super fruits like Acai are still wildly popular within the natural products industry, a new emerging trend – the super root – is coming in full force. Established brands such as Numi and other emerging brands are embracing the rise of Turmeric by showcasing new lines of Turmeric teas and beverages. The Southeast Asian spice is known to contain antioxidants and have an anti-inflammatory effect among its many other healing properties.

The Rise of Tumeric Staff Favorite: Tu Me

Tu Me Beverages

 

 

 

 

 

 

 

 

 

 

 

 

 

As the only Turmeric infused sports drink, Tu Me offers a refreshing new twist on the traditional sports drink through its Berries, Citrus, and Mango flavors. Zesty and light, the Turmeric flavor compliments its tangy fruit counterparts. Grab your twelve pack here.

Natural Products for Natural Beauty

You don’t need harmful chemicals to have beautiful skin, hair, and nails. In the personal care department, the innovation lies not necessarily within the ingredients (remember, coconut is king), but with the system of delivery. From Biotin soft chews to Sea Buckthorn Berry capsules, these edible products strive to prove that beauty truly does come within.

Natural Products for Natural Beauty Staff Favorite: Neocell Biotin Bursts

neocell_biotinbursts

 

 

 

 

 

 

 

 

 

 

 

 

 

Neocell’s Biotin Bursts get rid of the artificially sweetened, chalky flavor that most dietary supplements have. They are an enjoyable, simple, and quick way to get 10,000 MCG of Biotin, a complex B vitamin, into your daily routine for a naturally beautiful glow inside and out. Try it here.

Stay tuned for more news about Expo West.