Blogs
Purpose-driven marketing in technical industries
16th July 2024
‘Purpose-driven marketing’ is becoming increasingly embedded into the marketing landscape. So what does it mean? In short, it’s when communications focus around a social or environmental cause outside of the products or services a business offers.
The headlines around ‘purpose-driven marketing’ are often associated with high profile consumer brands. Think Ben and Jerry’s, who state that “while we love making ice cream, using our business to make the world a better place gives our work its meaning”, or Innocent Drinks, who “put people and the planet” at the heart of everything they do. The messaging around this purpose is used on the company’s websites, advertising, social media and packaging. It runs through all of Innocent Drinks’ marketing efforts.
But purpose-driven marketing is equally as applicable to companies working across engineering, manufacturing, energy, automotive and other technical sectors.
So what is your purpose?
To define the purpose behind your business, you need to understand why your business exists in the first place.
You could ask the following questions…
• What is your company’s reason for being?
• What impact does it have on the world?
• How does it make the world a better place?
• What cause is it dedicated to?
• What do you value and what do your customers care about?
• What impact do you want to achieve?
It could be that your business helps to save lives, prevents environmental contamination or nurtures careers (or all three).
Often, a business’s purpose addresses social, environmental or community concerns. An engineering company, for example, may have a purpose associated with its work in developing energy-saving technology or processes, while a manufacturer’s purpose may relate to providing opportunities for local people and sourcing from regional suppliers.
Crucially, a business’s purpose should also be aligned to its vision (where it is going), its mission (how it is going to get there) and its values – the principles and beliefs that guide the business, its team and customers.
A purpose must be authentic and embraced by the whole company. Stakeholders across the business should be involved in any exercise which will shape purpose and values, and workshops and feedback sessions will help to cement these into a business.
Examples of purpose and values
Both Nissan and Siemens have defined their purpose as organisations – and it comes to the fore on their websites and marketing material.
Nissan
Purpose
Driving innovation to enrich people’s lives.
Mission
As a company worthy of trust, Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders.
DNA
To dare to do what others don’t. Since its inception, Nissan has been passionate about creating innovative technologies and products.
Siemens
Purpose
We create technology to transform the everyday, for everyone.
Mission
To provide technologies that improve quality of life and create lasting value for society.
Values
Respect, tolerance, openness and diversity.
So how can you integrate ‘purpose’ into your marketing?
Defining your business’s purpose is the first place to start. It also important that the business is aligned to a cause that makes sense in the context of its products and industry.
Research must also be undertaken to determine what matters to target audiences. The messaging around purpose must resonate with customers and prospects, so it should strike a chord on an emotional level and be meaningful.
The purpose should be woven into your brand story and messaging, and this should be used as a blueprint for content across all of your channels, from your website home page and ‘about’ section, to your LinkedIn bio, to slide decks, brochures, exhibition stands and advertising.
To deliver purpose-driven marketing effectively, consider:
• Creating a compelling, engaging narrative around your business, using case studies, testimonials, news articles and blogs – this can be supported by video content, animations, infographics and photography.
• Running and participating in events – such as open days, volunteer days or school visits – that relate to your business purpose, and publicising these.
• Partnering with organisations which align to your purpose and values, and taking part in joint initiatives.
• Encouraging employees to be brand advocates – for example by participating in events and sharing content on social media channels.
• Launching interactive marketing campaigns that invite customers and prospects to engage with your purpose – this could include competitions or giveaways.
It’s also important to ensure that you develop metrics to measure the impact of purpose-driven marketing and report on these regularly. Metrics could include website visits, positive social media interactions, leads from events and press coverage. Tools such as social sentiment platforms, which collect and analyse information on how people talk about your brand on social media, can also be used to measure impact.
So what are the benefits if taking a purpose-driven approach to marketing?
Talent attraction and retention is a now a major issue for many engineering and manufacturing businesses. In a competitive recruitment market, purpose-driven marketing helps to attract skilled workers who share your company’s values, and who may be looking for more than a good salary package when choosing a new employer.
Likewise, if your business has a strong purpose which is embraced by staff, team members may feel like they are having a positive impact by working for your business. Their morale will be boosted… and so are less likely to look elsewhere.
Actively promoting your business’s purpose, and embedding it into all of your marketing activities, will also strengthen your brand. Customers will understand that your business stands for something positive and will want to be part of it, thus helping you to build and retain their loyalty. And prospects may be drawn to a business whose values align with theirs.
Indeed, successfully implementing purpose-driven marketing can also give your business a competitive advantage: it will help it to stand out from a crowd and engage more deeply with organisations which prioritise corporate and social responsibility.
New opportunities, loyal customers, the ability to attract and retain talent… all of this can stem from a successfully implemented purpose-driven marketing strategy.
To talk to us about how we can help you drive business growth through purpose-driven marketing, contact us.