Value-based marketing or value marketing is usually understood in two different ways: as a way to communicate with customers on and about values and ethics (such an approach seems to be more common for consumer markets), or as marketing approach driven by utility emphasizing unique value propositions for certain offering (such understanding has been appropriated for industrial markets).
Traditional advertising is dead. Hard selling is considered ethically wrong. Many market offerings harm natural environment. Some brands and producers exhibit discriminatory behaviors. Millennial consumers dare for responsible or even socially contributing market choices. Those and other claims urge marketers to speak truth. Modern marketing communications is not necessarily reduced to a point, when it becomes misleading or silly, but rather seeks to make the communicated messages proper and morally right. Instead of feeding customers with misleading half-truths, brands communicate deliberately authentic, candid, sincere and honest messages.
An example of such disarming sincerity is the aged slogan of Avis car rental, which has been used since 1962: “We Try Harder”. Originally, this slogan began with the statement that Avis simply needs to go an extra mile as it is the second-largest car rental company (rather than market leader). The Hans Brinker Hostel in Amsterdam, which has positioned itself as the worst hotel in the world since 1996, also excels in blatant honesty. Its infamous poster pictures cigarette butts on the carpet with the tagline “It can’t get any worse” on the left side. On the right side of that same poster, there is a carpet lying on the floor with a small square cut out and complemented with inscription “But we’ll do our best.” Third more recent example of authentic and honest campaign could be the 2004 Dove “Real beauty” emphasizing the natural physical variation of all women.
Value-driven marketing communication is increasingly linked to the efforts of products and brands to contribute to a social discourse on major global issues, such as environmental concerns, poverty, inequality, peace or justice. Value messages often carry charitable or other social appeal. The value orientation of marketing campaigns can also have a local dimension and focus on regional socially beneficial activities. Value-based marketing stimulates the perception of the ethical dimension of customer behavior. A specific example of value-oriented marketing is green marketing, focusing on products and services that have potential benefits for the environment.
Southwest of Spanish city of Seville is the region that is known for growing strawberries. In 2010, the British brand Innocent Drinks (fresh juices, smoothies, baby food, and almond milk) began to work with farmers and scientists at the University of Cordoba to explore the issue of irrigation. Planting strawberries have been water-intensive and Spain in particular suffers from droughts. As a result of joint efforts, Irri-Fresa mobile application has been unveiled in 2015. The app calculates optimal watering times and farmers using the application were able to reduce their water consumption by as much as 40% without reducing the yield. UK companies such as Sainsbury, Marks & Spencer, Unilever, or Coca-Cola have been purchasing most of Spanish strawberries, therefore the Innocent Drinks contacted them to achieve more responsible plantation all across the region. Innocent Drinks activities were awarded the Guardian Sustainable Business Awards in 2016.
At times value-based marketing leads to cause marketing, where marketing communication fulfills sales and social goals at the same time. The underlying value behind cause marketing is swaying customers on the side of consumption in a belief, that consumerism as such may finally be a good thing. Since 10 years, Starbucks cafes have been working in North America together with a global nonprofit organization (RED) on World AIDS Day, falling annually on December 1st. Starbucks donates 10 cents from every beverage sold in cafes in the US and Canada on that day, raising over $ 12 million for a good cause. On the occasion, drinks are served in special red cups.
Developing set of desirable social values, whereas delivering value to shareholders, may be one of the key dichotomies to be addressed by companies in the next decade. Customers, companies, owners, managers and workers share the desire to be remembered for their positive contribution, rather than for wrong doing.
Résumé
Value-based marketing: Starejme se o zákazníky dobře, aby se stali lepšími
Value-based marketing (hodnotově orientovaný marketing) se zaměřuje na komunikaci a využívání vhodných společenských hodnot a témat, která jsou následně spojována i s konkrétními značkami a podniky. Cause marketing nebo zelený marketing lze vnímat jako specifické druhy hodnotově orientovaného marketingu. Propojení s konkrétní hodnotovou orientací má oslovovat přirozenou zákaznickou touhu stát lepšími lidmi, občany, spotřebiteli, členy lidského společenství, jejichž peněžní hlasy mohou pomoci dobré věci. V čase oslav konce roku je komunikace „dobra“ zvláště vděčným a častým marketingovým sdělením.
