Скачать или смотреть Marketing for good - Think of consumers as friends: Key Insights webinar

Many marketers want to use marketing as a force for good, but unless you work for an NGO, marketing for good can seem like a distant dream. Alistair Green takes us through the steps necessary to shift from marketing to meet business targets to marketing that is good for the consumer and the wider world. The magic of Green's proposition is that this is not pie in the sky thinking, when he means marketing for good, he means, good for the business, in fact his approach is built on the premise that marketing for good (done in the right way) is better for business. Green takes us through a series of simple steps to shift towards marketing as a force for good. The shift is a human one - viewing consumers as friends versus a target audience. Green takes a marketing model created by one of his planning heroes, BBH's ex-Chairman Jim Carroll, and evolves it to become a new model for marketing in the modern age. Green then ends by taking us through a real-world example - how he helped UK fashion retailer River Island shift from fashion marketer to marketer for good with their award-winning #labelsareforclothes campaign.

What you'll learn:

simple steps to shift how your organisation markets
how marketing in this way can benefit business
tips that you can apply to your own campaigns

Speaker:
Alistair Green - Chief Strategy Officer, Studio Blvd.

Watch the RiverIsland campaign here:    • Labels Are For Clothes | Be Unique With Ri...  

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