Marketing

Positive Social Perception of Brands: Why CSR Is No Longer Optional

Tuesday, June 2, 2020

Tapping in to what consumers already love:

Are you obsessed with tracking your steps/daily activity? If you answered no to this question, then do you know someone who is? I’m sure we can all agree that there is something satisfying about “closing your activity rings” or hitting a daily target. It feels rewarding in and of itself, not to mention the benefits of being active, especially a walk or run outdoors, and the “feel-good” factor that comes with having an active day.  

Unfortunately, according to WHO, 60 to 85% of people in the world, from both developed and developing countries, lead sedentary lifestyles, making it one of the more serious yet insufficiently addressed public health problems of our time. A sedentary lifestyle is one in which the vast majority of the day is spent sitting down.  

What have sedentary lifestyles got to do with positive brand perception, you might be wondering? ProMotion offers brands the opportunity to reward consumers who live active daily lifestyles, and who achieve a level of activity which means they are not at risk of suffering the consequences of a sedentary lifestyle, which includes developing type 2 diabetes, cardiovascular problems, and osteoporosis, to name a few. We combine CSR strategies with personalised marketing, which ensures positive ROI for the brand, and tangible rewards for the consumer. Through ProMotion, brands can incentivise healthy activity, and drive return on their digital advertising spend.  

Corporate Social Responsibility: An Expectation

Why is “CSR” such a buzzword nowadays? Is it just something brands throw money at, so they can say they are having a positive impact? Unfortunately, sometimes this is the case, however, it doesn’t have to be. When CSR is combined with marketing, it can drive impactful change, and give brands a return on investment, which social enterprise is all about.  

The scope of CSR focuses on a company’s commitment to avoid harm and improve a stakeholders’ and society’s well-being (Mohr et al., 2001). Marketing is not merely the act of companies projecting a message to consumers, but rather goes beyond that, as being a social process – a process of exchange and interaction with all members of society. The reason CSR matters is because it is not merely about profit maximisation, but factors in long-term business survival, as well as meeting societal needs and expectations.

ProMotion: A Means of Tying Your CSR Strategy to Delivering Real Return to All Stakeholders

With ProMotion, you can use your marketing budget to offer cashback rewards to consumers who unlock your offer with their daily activity, and associate your brand with that “feel good” exercise factor mentioned earlier. Once they reach the daily activity threshold, they can avail of cashback when they purchase your products or services, and this can be store-wide, or product-specific, as well as online, or in-store.  

Curious to try it out? Contact us today! lauren@pro-motion.ie

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