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Eng
17 December 2019

What is responsible marketing?

More and more often Ukrainian companies use responsible marketing tools. This helps to improve the reputation among customers and partners, demonstrates the reliability of the business, increases the level of trust and brand loyalty. Responsible marketing becomes extremely relevant during the New Year holidays.

According to a study by Sirota Survey Intelligence, an American company, 55% of consumers worldwide are willing to pay more for products and services to socially responsible companies. A survey by a research company Reputation Institute suggests that 73% of people recommend these products and services to their friends and family.

As for the Ukrainians, according to sociological research, 70% of our compatriots are involved in charity to one degree or another. The Zaporuka Charity Fund notes that 22% of all funds for good deeds are collected two days before the New Year. This is due to the fact that during the New Year holidays people become kinder, seek to help those who need their support, as well as launch a positive program for next year. And if their favorite Ukrainian brand invites them to do this together, they willingly respond.

The proof of this is, for example, the action "Santa Helper", which took place in several Kiev cafes and restaurants. So, the sale of charitable desserts in the BlackBerry cafe, the proceeds of which were used to help the Zaporuka Trust, grew by 15%.

“Traditionally, the New Year holidays are accompanied by a period of discounts and promotions, gifts and charity projects. Although it is more difficult for small businesses to engage in charity or social projects due to limited financial resources, many entrepreneurs still succeed. Moreover, small business in Ukraine not only uses social marketing tools, but also tries to build social entrepreneurship, ”explains Elena Ero, coordinator of the Unlimit Ukraine project of the European Business Association.

Tatyana Goncharenko, founder of the ecosystem of The Owners companies, agrees with her: “The most relevant social marketing tool during the New Year holidays, of course, is“% of the sale will go to support ... ”. Fundraising events and charity auctions are also popular. Small businesses tend to maximize the involvement of their own employees in the activities.

Why is small and medium business responsible marketing? Tatyana Goncharenko answers this question as follows: “Deep integration and interweaving of concepts of commercial brands and social initiatives, transition in positioning from“ we are a cool commercial product ”to“ we together create a lifestyle and a world that meets our common values ”, with“ help poor unhappy - drown out the guilty feeling ”on“ look how important it is for our common future and how interesting it is to do it ” "World trends indicate an almost complete blurring of the boundaries between commercial and social initiatives and a reduction to a single message about the lifestyle that the target audience wants to lead."

“Small businesses can use the promotion of sales of products with a percentage for charity, the organization of charity events to increase knowledge about the brand of the company, as well as the support of partner organizations whose activities are aimed at the social aspect. Such tools increase the recognition of the company's product and form additional customer loyalty. Our attitude to such marketing tools is more than positive, since business should be involved in solving social issues. This is the corporate responsibility of companies to the country and society in which and with which the business itself is created, ”explains Dmitry Zinkevich, director of SUNSAY Energy.

“Our project was originally conceived as a social one. A considerable percentage of the sale of our gingerbread goes to charity. Before the New Year, the number of orders increases many times. When we understand that we do not have time to physically complete all of them, we recommend that our clients have other colleagues in the shop, but customers say: “We want your cookies.” For us, this is evidence that it’s important for people not only to buy good gingerbread cookies, but also to join in good deeds, ”explains Tatyana Kalashnyuk, founder of the Cookies for Good project.

“The classic tool of responsible marketing is a“ suspended ”order for those who need it, in most cafes. As well as gifts with an ethnic component, which, for example, are sold on the Shtuki network, and orders in candy stores that have a duplicate that goes to orphanages. The latter is not the best example if it is not combined with a trip there and does not provide for live communication with children. Several ticket operators offer to purchase tickets not for themselves, but for a group of children of a certain vulnerable category. To do this, they use a call center that calls the customer base, which is actually a sale of charity services, ”Tatyana Goncharenko lists.

Therefore, now is the time to think, and what social component can your business offer clients for the New Year holidays?


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