{"id":131966,"date":"2020-08-24T09:09:54","date_gmt":"2020-08-24T08:09:54","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=131966"},"modified":"2020-08-24T15:40:14","modified_gmt":"2020-08-24T14:40:14","slug":"5-tips-for-marketing-professionals-who-want-to-make-a-difference","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/5-tips-for-marketing-professionals-who-want-to-make-a-difference\/","title":{"rendered":"5 tips for marketing professionals who want to make a difference"},"content":{"rendered":"

This is a guest post from the team at AM&A<\/a>, a PR and marketing agency specialising in sustainability, travel, lifestyle and culture. <\/em><\/p>\n

We are currently standing at the crossroads of our planet\u2019s future. The climate emergency is at a critical point, social justice is at the forefront of our global consciousness and we, as a species, have some major choices to make soon.<\/strong><\/p>\n

Here are five top tips for how you and your organisation can help make a difference and improve the world through marketing.
\n
\n1) Create a conversation<\/span><\/strong>
\nThe development of digital media over the last decade has made a huge difference in the way we receive campaigns. For a long time, communications had been very one-way and broadcast to audiences. Now, it\u2019s essential and even expected that audiences are engaged in conversation, especially campaigns that have some form of social justice element. If your company has expertise, this may mean holding back slightly to engage people in conversation.<\/p>\n

Tip:<\/strong> By empowering people to come up with their own answers to problems, you increase the amount of people who form an opinion and become actively involved.<\/p>\n

2) Know when you have won<\/span><\/strong>
\nWhen creating a campaign, aim to work backwards from a single goal. You can never have a good campaign with multiple objectives; you need to know when you have won. For an issue like climate change, for example, you can\u2019t just have a climate change campaign, you\u2019ve got to define what it is in the short and medium term that you are going to achieve.<\/p>\n

Tip:<\/strong> Think about the \u2018photograph moment\u2019. Whether it\u2019s a piece of legislation being passed or a number of sign-ups to a petition, you have to have a clear idea of what that \u2018winning moment\u2019 looks like. Then you can focus on achieving it.<\/p>\n

3) Tell stories and write from the heart<\/span><\/strong>
\nThe human angle is always the strongest way to form a connection between the consumer and your campaign. The new digital age makes storytelling easier and more immersive than ever before, meaning we can form deeper connections and mobilise people in huge numbers.<\/p>\n

Tip:<\/strong> Whether you are writing copy, creating visuals or designing graphics, your passion and the story have to cut through the noise.<\/p>\n

4) Identify and know your audience<\/span><\/strong>
\nIt may seem obvious, but the starting point of any kind of communications initiative has to be \u2018who is it we are trying to reach?\u2019. The approaches and messaging that will work for one segment of your audience will almost certainly not work with another. However you decide to segment, be it social class, age or income, it\u2019s vital to understand what each of these groups want to hear.<\/p>\n

Tip:<\/strong> There\u2019s no right or wrong, you just have to know which audience you are talking about and not generalise too much. Once you have done this, you need to really get to know that audience and learn what makes them tick.<\/p>\n

5) Be an activist<\/span><\/strong>
\nBe an active part of the story. As a marketing, PR or digital person you need to immerse yourself in what the story is and capture it for yourself. Be an activist in the sense of \u2018being active\u2019, whether it\u2019s rebuilding, rewilding or marching – get in there and tell the story for yourself.<\/p>\n

Tip:<\/strong> There are plenty of brands that tag along with the \u2018make the world a better place\u2019 attitude, but they don\u2019t always walk the walk. It\u2019s important that as an organisation or as an individual, you really live that mantra if you want to make real change.<\/p>\n","protected":false},"excerpt":{"rendered":"

We are currently standing at the crossroads of our planet\u2019s future and we, as a species, have some major choices to make soon.<\/p>\n","protected":false},"author":423,"featured_media":131968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3531,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/131966"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=131966"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/131966\/revisions"}],"predecessor-version":[{"id":131984,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/131966\/revisions\/131984"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/131968"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=131966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=131966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=131966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}