首先,真实的慈善诉求让消费者主动成为产品的倡导者,从而帮助企业建立品牌差异、节省营销成本和提升用户忠诚。消费品行业竞争激烈,新创企业没有特色很难生存。慈善捐助虽然带来了额外的采购成本,但也替代了传统的营销成本,因为慈善诉求的故事性特别适用于基于社会媒体的低成本推广。传统鞋厂需要花费大笔资金在运动员赞助、电视广告和户外媒体上的投放。TOMS则在早期不投广告却大获流行,主要就是依靠那些认同其诉求的消费者在社交媒体上不遗余力地推介。
其二,慈善诉求能吸引更好的员工加入队伍,也更能激发团队的工作积极性。TOMS把慈善融于企业运作的方方面面,这对提高员工的忠诚度起到了积极的作用。
第三,慈善诉求能吸引更多更好的合作伙伴。
每当顾客购买一双TOMS布鞋,品牌便会送一双鞋子给全球贫困地区的小朋友。顾客不会觉得自己是在为慈善支付额外费用,而是感到自己通过一次购买来获得绝对价值。当整合通向商业模式时———不是营销手法而是实实在在地深深根植于商业———顾客会更忠心。
First of all, charity appeal real let consumers take the initiative to become the product of advocates, to help enterprises to establish the brand differences,save marketing costs and enhance customer loyalty. Consumer goodsindustry competition is intense, new ventures without features is difficult to survive. Charity has brought the procurement cost extra, but also replace the traditional marketing costs, because the story of charitable appeals especially suitable for low cost promotion based on social media. The traditional shoe factory need to invest in spending a lot of money in the athlete sponsorship,television and outdoor media. TOMS in the early without advertising was wildlypopular, is mainly depend on the identity of the demands of the consumers on social media spare no effort to promote.
Secondly, charitable appeals to attract better staff to join the team, working enthusiasm can inspire the team. TOMS to charity in the operation of enterprises in all aspects, which plays a positive role to improve employee loyalty play.
Third, the charity appeal to attract more partners.
Whenever a customer buying a pair of TOMS shoes, the brand will send a pair of shoes for the children in poor areas. Customers don't think they are paying extra for charity, but felt by a purchase to obtain the absolute value. When integrated into business model -- not marketing practices but in reality deeply rooted in business -- customers will be more loyal.
Secondly, charitable appeals to attract better staff to join the team, working enthusiasm can inspire the team. TOMS to charity in the operation of enterprises in all aspects, which plays a positive role to improve employee loyalty play.
Third, the charity appeal to attract more partners.
Whenever a customer buying a pair of TOMS shoes, the brand will send a pair of shoes for the children in poor areas. Customers don't think they are paying extra for charity, but felt by a purchase to obtain the absolute value. When integrated into business model -- not marketing practices but in reality deeply rooted in business -- customers will be more loyal.
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