Experiential Marketing Today
005: Service-based Marketing
by Todd Austin
Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter?
In this episode, we’ll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise.
[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-005.mp3]
Show Notes
00:00 Introduction
02:09 Define Service Based Marketing
- It is NOT the marketing of a service
- It is performing some community service that is designed to create emotional ties to your brand
03:31 Examples
- Nestle Waters
- Google Maps
- Pampers
- Tide
14:21 Why Should I Care?
- Authenticity
- Employee motivation
- Highly effective marketing
17.51 How to Implement a Service Based Marketing Program
- choose a service that has strong ties to your brand
- work with an established not-for-profit
- train your Brand Ambassadors
- Measure your return
- Use cross-channel promotion
22:20 Resources, Links, Comments
Additional Resources
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