New ‘Good Marketing’ Practices for Good Marketing
As ethical brands become more impactful in the marketplace, because consumers like you are seeking out those brands, marketers are catching on as well, and introducing entirely new ways of promoting brands that also align with social impact.
A leading example of this is Raleigh-based GoodXChange Corp. The founders of GoodX have proposed that consumers will be more likely to engage with a brand if the brand champions causes that matter to those consumers. Accordingly, GoodX offers brands the ability to “trade simple actions with a brand to benefit causes they love.”
For example, by watching a short video on the importance of play in early childhood development, GoodX followers unlocked more than 50,000 toys from Mattel this past holiday season. Mattel reached more people with its message at a lower cost with deeper consumer engagement, resulting in what marketers call “Brand Warmth.” Consumers were given an opportunity to help kids in need. It’s a classic win-win-win equation.
And many believe it’s the future of “good marketing for purpose-driven companies.”
“The traditional marketing mix is becoming increasingly inefficient, in part because it does not understand that consumers today expect the brands they support to create positive social impact,” noted GoodX CEO Ed Martin. “We’re offering an option to standard advertising plans that helps brands market in a manner consistent with their purpose-driven goals.”
In December, the Nobel Peace Prize Forum in Oslo partnered with GoodXChange to launch a new fintech company, INCIRL. By sharing various social assets relating to the event, consumers “matched” a donation from INCIRCL to the Nobel Peace Prize Forum there, effectively activating their brand with a global pledge of their intent as a company to help bring peace and flourishing to the world.
Currently, GoodX has partnered with Fresh Box Farms to bring attention to the #LocalFoodLocalJobs movement. When people engage with their content on social media, Fresh Box Farms donates $1 to Convoy of Hope, one of the leading organizations fighting hunger around the world through relief and culturally relevant, sustainable farming practices. You can check it out at goodx.com and see how easy it is to help feed the hungry, with a minute of your time.
And you’ll experience a new way of engaging with brands, to help make a better world.
Now that’s a good exchange. : )