What is qualifies as “inside-out” marketing? Is this just a relatively new marketing buzz word? I came across this term recently while reading an article on Method, a new “indie” consumer goods company from San Francisco. While doing a big of Google research on inside-out, I discovered that the term has also been trademarked by The Maloney Group so I certainly give them all credit due here.
Inside out marketing starts by winning the hearts and minds of i) employees ii) clients and iii) key influencers before launching a product. The big 3 inside stakeholders listed above have so much affinity/belief in the product that they become huge advocates as you go to market. Clever design and function (Apple), environmental commitment (BP/Patagonia) and cause commitment can drive stronger than normal emotional/intangible connections on the part of these key stakeholders. Inside out focused companies that “bake-in” these “reasons to believe” much further upsteam in the product development process are going to win.
Wouldn’t it be great if more companies look inside to find ways to stir the spirits of key stakeholders in 2008?
Posted on December 15, 2007 in
Causes
As I was XMAS shopping, I was wondering if anyone out there had developed a portal where you could easily buy something online and be sure that at least some of the purchase went to a cause. This seemed to be much easier than actively searching for companies advertising single campaigns, etc. Looks like someone has finally done this! The site is called EarthMoment and the claim is that the company has teamed up with over 1000 companies to offer 15 million products and services.
How does it work? Apparently, EarthMoment partners listed on the site pay a commission to EarthMoment. Then, after a purchase is made, EarthMoment donates half of the proceeds to helping global warming. Seems EarthMoment is teaming up with Carbonfund.org to manage the funds from online purchases. Additionally, when you sign-up at the site, EarthMoment helps you track you carbon emissions.
I have not yet made a purchase through the portal, but I will soon do so and let you know how it went. Will be really interested to watch how this portal develops over time. They really do seem to have a lot of partners and products!
Posted on December 9, 2007 in
Causes
I was shopping for my niece the other day and I came across some very cute teddy bears in a dept. store here in Geneva. As I got closer to the bear counter, I noticed that the polar bear had a WWF tag (think it was leather) in its ear. This was just what put me over the edge. Of course! How could I resist a great cause marketing action? Buy the cute teddy and a portion of the funds go to WWF…so I bought one.
Just to learn a bit more about the WWF licensing agreement, I went over to the website and learnfound their agreement with International Bon Ton Toys B.V. Not sure what % of the proceeds on each sale go to WWF, but it does seem that WWF is doing very well. The latest finance report shows WWF receiving donations of around $160 Million during their last FY. Additionally, they have around $317 Million in assets. WWF seems to be very well supported! I wonder how much land they could protect for that amount???
WWF seems to sign a new cause related agreement with a different Fortune 500 each month. Clearly they are getting to be pros in this area. I will be watching WWF closely over the next months.
Ryan Jones is interested in marketing and good causes. He currently works in Global Brand Management at Procter & Gamble and resides in Geneva, Switzerland.