NEWS & UPDATES

March 31, 2008 In By Advent

005: Service-based Marketing

Service-based Mar­ket­ing. Given that authen­tic­ity, respon­si­bil­ity and stew­ard­ship are becom­ing increas­ingly impor­tant brand attrib­utes, how do you bal­ance the need for being able to mea­sure a return on every cor­po­rate invest­ment with mak­ing more than a token con­tri­bu­tion to causes that matter?

In this episode, we′ll dis­cuss how some com­pa­nies have found a way to do both, and get bet­ter returns than they would have got­ten otherwise.

Show Notes

00:00 Intro­duc­tion

02:09 Define Ser­vice Based Marketing

• It is NOT the mar­ket­ing of a service
• It is per­form­ing some com­mu­nity ser­vice that is designed to cre­ate emo­tional ties to your brand

03:31 Exam­ples

• Nes­tle Waters
• Google Maps
• Pam­pers
• Tide

14:21 Why Should I Care?

• Authen­tic­ity
• Employee moti­va­tion
• Highly effec­tive marketing

17.51 How to Imple­ment a Ser­vice Based Mar­ket­ing Program

• choose a ser­vice that has strong ties to your brand
• work with an estab­lished not-for-profit
• train your Brand Ambassadors
• Mea­sure your return
• Use cross-channel promotion

22:20 Resources, Links, Comments

Addi­tional Resources

• Full tran­script of episode five
  
• Tide Loads of Hope video (Louisiana)
• Tide Loads of Hope video (California)
• Google Maps World Cleanup Day
• Arrow­head / Heal the Bay beach cleanup

Authored By Advent

Advent partners with organizations to help them visually express differentiation.