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Making connections in your marketing strategies

By Caroline Berryman, CMMP
When a brand launches a campaign that can connect with people on an emotional level, most people want to be a part of it. To connect with people, it is important to create a one-on-one interaction with them, by creating an opportunity to join the conversation with a hashtag, by reposting images, and replying to comments. Being associated with a powerful and inspirational message, which is extensively shared, leaves a lasting impression on everyone who sees it and everyone who is involved.

At the beginning of this year LinkedIn created a social media campaign that changed the focus from their site to their audience by asking, “What are you in it for?” LinkedIn created a video ad campaign from member submissions that launched during the Golden Globes. The ads featured professionals in their respective fields with the message that members, of all unique professions, have a community in their platform. “Whatever you’re in it for, we’re in it together,” according to LinkedIn.

When you incorporate User Generated Content (UGC) in interesting ways, your UGC allows you to not only include your audience in your content (which helps form lasting loyalty) but it also gives a brand credibility by letting customers praise you rather than doing it yourself. Wayfair, an online furniture store, has a UGC campaign that lets customers showcase their online shopping sprees. Using the hashtag #WayfairAtHome, users can post photos of their Wayfair purchases, as set up in their homes. Then, Wayfair reposts UGC and provides a link so users can shop for the items featured in a real customer’s home. This is a unique targeted strategy that combines customer testimonials and Wayfair products together.

Most marketers realize the importance of relationships between influencers and brands and one of Weight Watchers’ campaigns reveals what can happen when brands decide to partner with a well-known spokesperson. At the beginning of 2018, musician DJ Khaled became Weight Watchers’ official social media ambassador. Throughout the campaign, DJ Khaled’s fans can follow along on social (Snapchat, Twitter, Instagram, and Facebook) as he participates in the Weight Watcher Freestyle program. He has a huge audience that is young and very active on social media channels and it’s a whole different target audience that he is bringing to Weight Watchers which will help to transform their brand. A recent report from CNN reveals that Weight Watcher shares immediately rose by 6% after they announced their partnership with DJ Khaled.

Finding an influencer who can bring in new audiences while also fitting with your brand is a marketing win/win. However, make sure the partnership is with somebody who truly embodies the values of your brand.
Back to newsletter – December 2018

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“Sustainability Sells” What is the best business claim to embrace Sustainability?

By: Sandra Pedro, CMMP — Editor-in-Chief
Sustainability Sells! This is the conclusion of Nielsen´s report What´s Sustainability got to do with it? which connects sustainability to increasing sales.

It’s a claim that I have been advocating for several years. Not only because we, Human Beings, need to work towards sustainable development, but also because consumers prioritize sustainable options because they are more aware of the impact of their purchasing decisions on environmental and resource exploitation. Acknowledging consumer sentiment, sales, growth, distribution and more, is essential to growth.

According to Nielsen´s latest report, sales of items with sustainability claims, such as environmental claims (carbon neutral, ethically sourced, made with renewable energy, etc.), organic ingredients or fair trade products, in the

analysed categories, chocolate, coffee and bath products, grew faster than the total category.

It´s well known that consumers reward companies who listen and respond to their needs and desires, and that advocate for the same values and practices as they do. They have the power to promote, critique and recommend the products and services they choose to consume. Which means increasing sales and business growth.

There is no doubt that sustainability has evolved from a trend into a necessary business opportunity. In our digital and social media age, transparency and authenticity are crucial and companies need to show that sustainability is a key part of their business strategy from beginning to end.

However, are satisfying consumers’ needs and desires the only valid arguments for sustainability to be part of the business? Or should companies have a more holistic approach to their business and instead embrace sustainability for the future everyone? Are consumers really aware of the implications of their consumption practices on sustainability or do they buy products that claim to be sustainable because it is trendy or fashionable?

Sustainability is about connectivity of people, the economy and the environment. One does not exist without the other. For example, nowadays, we consume more than the planet can replace in natural resources. Global population growth and climate changes are pressuring food security, growing populations and increasing conflicts. The exploitation of natural resources is devastating vast forest areas, increasing pressure on climate change and endangering wildlife, leading to the extinction of thousand of species.

In summary, businesses need natural resources and people to work and to consume. People need natural resources and jobs. Overall, we all need to work for Sustainable Development. Both consumers and businesses are a big part of that picture. Working together is possible to reduce pollution, to use cleaner technologies to enhance food security, to increase mobility, to increase access to sanitation and clean water, for better health and education, and so on…

Let us all work together to create a better business, a better environment and better people.
Back to Newsletter – December 2018


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IIMP’s achievements of the first decade!

By: Nisar Butt, President/CEO at IIMP

It gives me immense pleasure to share this message with the entire marketing community around the globe. Over the course a decade, the IIMP has reached stunning heights at a number of fronts that is a direct result of our dedicated teams who have made it possible to consistently escalate.

The organization was founded as a non-profit professional body with the primary goal to serve marketing academicians and practitioners in advancing their professional careers.
In pursuit of developing standards, we learned the needs and wants of our members that brought our team’s primary focus on crafting professional certifications worldwide with affordability and accessibility to accommodate all economical heights.

Over the last few years, our educational program has reached a number of countries and successfully produced Certified Marketing Management Professionals (CMMP) who are able to contribute proven practices at workplaces.

In addition to our senior advisers, the academic accreditation committee members have demonstrated profound dedication in reviewing a large number of relevant programs from educational institutions in various parts of the world and granting them pertinent status of IIMP Recognized and Accredited Institutions. Ultimately, these establishments connect their alumni to pursue our CMMP certifications.

Similarly, our conference and award team has played a vital role in partnering with significant marketing events and conferences all around the world. Our participation in these events has enabled us to reach out to relevant professionals to recognize and appreciate their achievements by presenting them with awards and certifications. We intend to embark on a larger scale in order to broaden our presence even further in the near future.
However, in order to excel to a higher extent, we plan to further perfect areas including: our research journal, professional magazine and developing marketing standards. We plan to refocus on these areas in coming years and hope to achieve what we deserve.

In recognition of the profound contribution of our team members, especially those individuals who have been demonstrated leadership in fulfilling given tasks, we would like to honour them with recognition certifications. Consequently, I highly commend the contribution of all our teams in making the IIMP a great success. Furthermore, I would like to invite professionals and institutions to get engaged with our mandate as your share for the benefit of the marketing community at large.
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