Marketing expert Lola Bakare (www.makeitbe.co/) shares how small businesses can infuse purpose into their marketing strategies, while keeping profit in mind.
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00:00 Welcome to Our Webinar: Unlocking the Power of Responsible Marketing
00:54 Introducing Lola Bakare: Inclusive Marketing Strategist
03:29 The Concept of Responsible Marketing
05:44 Impact of Responsible Marketing on Businesses
08:11 Reframing Risks in Social Impact Marketing
11:12 The Triple Top Line Framework
13:35 Identifying Social Impact Opportunities
15:03 The Three C's of Responsible Marketing
16:20 Principles for Small Businesses in Responsible Marketing
20:12 Case Study: MasterCard True Name
21:43 Case Study: Google Real Tone Technology
23:14 Case Study: Adidas Liquid Billboard
24:30 Case Study: Bumble's My Love is Black Love Campaign
25:03 Case Study: Giant Foods' Diversity Initiative
25:57 Case Study: Banana Republic and Harlem Fashion Row
26:44 Case Study: Dove and The Crown Act
27:50 Examples of Missteps in Responsible Marketing
31:35 Q&A: Impact of Small Business Initiatives
34:05 Low-Hanging Fruits for Purpose-Driven Messages
36:35 Balancing Personal and Brand Identities
39:01 Integrating Purpose in Service-Based Businesses
40:33 Addressing Customer Pushback on Purpose-Driven Pricing
42:48 Managing Heated Discussions in Communities
51:15 Defining a Customer Base
53:55 Balancing Advocacy in Times of Crisis
14 июл 2024
