Have you ever chosen one company over another only because you agree with its social mission? In this Expert Insight Interview, Eric Ressler discusses how to build brand awareness and brand engagement by using change awareness. Eric Ressler is a Founder and Director of Cosmic, a social impact creative agency.
The interview discusses:
- Creating social impact
- Spreading the message
- Digitalization of processes
Customers nowadays are very much aware of their power as customers, so they use their power to give preference to the companies which have a broad purpose. For customers, it is important to choose companies that are socially and ecologically responsible. What differentiates a company looking only for profits from a company which has a clear purpose is its authenticity. The company needs to work towards creating a social impact or a change besides its profit. When talking about social impact many people automatically assume some big, global change. But the social impact can be a local or regional impact such as helping homeless people in your town. Smaller organizations can make a change in local communities rather than on a global level. Systemic changes are hard to make as a small organization, but great change can be made locally.
For non-profit organizations, social impact is the main cause. However, when the company wants to make a profit while being socially responsible such as Patagonia, it has to find a balance between those two. Patagonia has great products but what adds great value to its products is the company’s great social mission. What profit and non-profit organizations have in common is that they both need to create a compelling, timely, and inspiring message that will help them to engage a broader audience. Sending a message to a broader audience will help to engage people who share the same mission with the organization or people who are still indecisive. Considering that there are so many companies to promote social impact, it is important to eliminate consumers’ fatigue. Two ways to eliminate fatigue are being authentic and creating quality interactive content for the audience. Digital companies have an advantage for the later one because they can create high-quality content through digital channels and media.
No matter what their core operation is, the non-profit organizations should focus to present themselves more as digital media organizations because that is the way that brings the most supporters nowadays. Digital processes are extremely important for organizations to stay competitive, which became particularly important during the pandemic lockdowns. Thus, organizations that embrace the innovation of how they are doing business will benefit the most.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.