Monday, March 3, 2008

Top of the morning (or afternoon or evening depending on when you're reading this),

Today's point is simple:

Market with a social conscious.

That may seem like an over-simplified purpose - as there are degrees, classes, seminars and theses spent on analyzing this exact concept - but perhaps that is the problem...we convolute social awareness in the capitalist markets. As our good friend K-os said "It seems complicated 'cuz it's really so simple".

Actually being - and not just seeming like - a socially conscious organization, shows your clients and peers that you are a leader in your respective market, but you are not bigger than the market itself. Promoting events, milestones, holidays, etc. shows that your company has a place within the big picture, but is not arrogant enough to think you are the big picture yourself.

A perfect example of this is the Budweiser ad for the troops in Iraq:

This has nothing to do with beer - but it is the right thing to promote - appreciation for the men and women who perpetuate the rights and freedoms Americans enjoy every day.

It is a fine line to toe when companies begin to market products in an irresponsible way. Sure, crazy ideas and creative hooks can sell more of a product - and this our underlying purpose, right? - but, it is more than Even beer producers include disclaimers that remind people to not drink and drive and to drink responsibly.

There is power in promoting an ideal - be it hope, inspiration, gratitude, etc. - in such a way that it has nothing to do with the actual product or service you are pushing. You are pushing responsibility and honor and purpose - and those are the most powerful sell points of all.

Be socially conscious - it is the right thing to do.

Keep practicing.