Post by account_disabled on Feb 27, 2024 4:50:23 GMT -5
In a galaxy far, far away... or maybe just somewhere in California, there is a team working on the marketing strategy for many people's favorite saga: Star Wars; and regardless of whether you are a fan or not, you cannot deny that they do it wonderfully. How has this brand managed to remain in the hearts of its audience for years? The answer is undoubtedly in the approach from which its communication has been approached, now in the hands of Disney; an approach that many may have wanted to adopt, but that few know how to do well, storytelling. Although it might seem obvious that one of the giants of entertainment used narrative as a communication tool, it is necessary to highlight that in the case of Star Wars it is not a mere marketing resource but rather a comprehensive approach. That is to say, a story is not used to promote each of the installments, but rather an entire universe has been created with them in which heroes, villains, adventures and emotions without limits fit. This responds to the fact that marketing any Star Wars film separately would be much less effective than doing so through a universe in which toys, clothing and all kinds of accessories can exist. In this way all efforts work in the same direction, increasing engagement instead of allowing it to wear out. How can brands take advantage of this method to communicate their CSR? 1. Choose a line… a purpose Most responsible companies have a long list of activities to communicate; reduction of environmental impact, promotion of good practices among its collaborators, combating discrimination, and perhaps even dissemination of donation or volunteer programs.
There are many progras, but that does not New Zealand WhatsApp Number mean that they should create a campaign for each one or that they should champion all causes at the same time. That is disseminating efforts instead of uniting them, as the galactic franchise does, which centers its story on the Force and the struggle of two sides to control it, the light and the darkness. To communicate CSR efficiently, it is necessary to first clearly identify the company's purpose and let the rest of its responsible actions revolve around it. Purpose must be put at the center of the ecosystem. Stakeholders are rarely interested in knowing specific actions and almost never remember them easily. They do not permanently connect with what a brand does on each front, but with what it is integrally. Think for example about Patagonia's social responsibility... you don't think about its volunteerism or human rights, you immediately think about the environment. Patagonia works on many programs, but its narrative revolves around respecting the world. If you think about Dove, the same thing happens; Sure she does a lot of things, but you immediately focus on her speech about female beauty and dignity. What is the central story in your organization? 2. Build on that line Once you have identified your brand's purpose, make sure it guides all the company's actions and is present in every aspect of your communication. Create content about it, take it to different platforms and formats, even if it is relevant, make products that can accompany it.
This will not only help you strengthen that bond with your interest groups. Star Wars has done this for 40 years. Always has done it with LikeAGirl, even inspiring to use its slogan as part of each girl's personality. like a girl 3. Perfect your narrative Of course, up to this point everything sounds simple, the really difficult thing is to build a story that manages to connect emotionally with the interest groups. To do this, it is essential that you listen to their interests and motivations, that you get closer to them. Start by taking advantage of the communication channels that you already use, build an attractive universe that evokes positive emotions in your interest groups, motivating them to act. Don't forget that avoiding terror, interacting daily with your stakeholders and offering them a sense of control that allows them to feel in their hands the creation of a better world are key to actively integrating them into your social commitment. Gandhi has achieved it perfectly, promoting his products, making it feel like they are building a better society, from his billboards to his books, including bags, caps and t-shirts.
There are many progras, but that does not New Zealand WhatsApp Number mean that they should create a campaign for each one or that they should champion all causes at the same time. That is disseminating efforts instead of uniting them, as the galactic franchise does, which centers its story on the Force and the struggle of two sides to control it, the light and the darkness. To communicate CSR efficiently, it is necessary to first clearly identify the company's purpose and let the rest of its responsible actions revolve around it. Purpose must be put at the center of the ecosystem. Stakeholders are rarely interested in knowing specific actions and almost never remember them easily. They do not permanently connect with what a brand does on each front, but with what it is integrally. Think for example about Patagonia's social responsibility... you don't think about its volunteerism or human rights, you immediately think about the environment. Patagonia works on many programs, but its narrative revolves around respecting the world. If you think about Dove, the same thing happens; Sure she does a lot of things, but you immediately focus on her speech about female beauty and dignity. What is the central story in your organization? 2. Build on that line Once you have identified your brand's purpose, make sure it guides all the company's actions and is present in every aspect of your communication. Create content about it, take it to different platforms and formats, even if it is relevant, make products that can accompany it.
This will not only help you strengthen that bond with your interest groups. Star Wars has done this for 40 years. Always has done it with LikeAGirl, even inspiring to use its slogan as part of each girl's personality. like a girl 3. Perfect your narrative Of course, up to this point everything sounds simple, the really difficult thing is to build a story that manages to connect emotionally with the interest groups. To do this, it is essential that you listen to their interests and motivations, that you get closer to them. Start by taking advantage of the communication channels that you already use, build an attractive universe that evokes positive emotions in your interest groups, motivating them to act. Don't forget that avoiding terror, interacting daily with your stakeholders and offering them a sense of control that allows them to feel in their hands the creation of a better world are key to actively integrating them into your social commitment. Gandhi has achieved it perfectly, promoting his products, making it feel like they are building a better society, from his billboards to his books, including bags, caps and t-shirts.