What you should know about marketing of today!

By: Brian Janket (www.bjanket.com)

 

We have all seen the advertisements and marketing campaigns featuring companies acting in coordination with environmental friendly policies and using the economy as a means of advertising. “Going Green” is a common campaign that companies use as a means to entice customers to gain a positive perspective of the company and, essentially, purchase the product or service from them.  Companies, especially in the economy state that the world is in, must act appropriately to fulfill the needs of every possible customer. They do this by promoting their efforts and contributions back to society.

                With the economy in the state that it is, a variety of companies are using the economy as a way to gain customers.  Companies around the United States are promoting that people spend their stimulus money at their companies by advertising that they can use their stimulus package as a way to purchase products. The goal of the stimulus package is to stimulate the economy, but local companies must benefit from it as well. Corporations are based around the United States and if local companies don’t benefit, they may be run out of business by corporations. This means that less tax money is going to the state and less revenue is available for them to spend locally.

                Destiny USA is a prime example of a major corporation that will limit the potential growth of local companies around Syracuse, New York. It is true that they are purchasing products locally, but the extent that they are purchasing products compared to the costs of having carousel mall expand into Destiny is detrimental.  Local companies will not have the business that they once had and will potentially be forced out of business due to financial limitations, such as creditors and line of credits that are cut.

                Destiny USA is responsible for advertising the green campaign to a new level. They have changed the lighting, fuel that they currently use for building, built a rain system where rain water is collected and reused for toilets, and a variety of other things that is truly contributing to the sustainability of the region. One of the thing is doesn’t neglect to do is advertise their efforts. They painted every wall green; have huge signs advertising the green campaign, and a variety of other marketing methods that have made their messaged clear to every customer that walks in carousel.

                It is appropriate to use institutional methods, or a feel-good marketing approach, towards your product or service. You should look at your current campaign and try to look at different avenues by which you can approach the customer. What really counts is the perspective of the customer/client and how they feel about your company name. When you walk into Walmart, what is it that you think? When you walk into Target, what is it that you think? Do you see the signs that Target posts around the store about their efforts to maintain job stability within the community and the money contributions they have? All of this is vital to marketing because they are extending their efforts to the community to make them “fit in.” It is a part of corporate social responsibility.