Making Products Speak for Themselves via Mobile & Social

Purpose-driven marketing is gaining in popularity amongst major marketers. Phillip Kotler outlined a clear view of it in Marketing 3.0 and big consumer products companies like P&G and Unilever are making hay with the concept. In short:

"...Part of that is rise of "purpose-driven marketing" which is a thesis about the strength of a company that has a higher mission when combining its community mission with its business mission. Brands see a future where the constant product variation that fueled sales in the FMCG world - new flavors, new packaging, new brand positioning - will not drive sales nor loyalty from customers going into the future." 

As marketers look for more ways to be 'of-use' to consumers at retail, they could help us all make product decisions at that moment we stand in the aisle by letting us review the pedigree of the product via our mobile device. 

Access to the 'Purpose' at the Shelf

The IOU Project is about to launch and aims to outfit clothing with QR Codes that will reveal the story behind each product. Now, they have a very particular platform that is very pro-craftsman. You will be able to trace the provenance of your shirt back to the individual weaver. That's one way to make the idea of product provenance come to life. 

But what if a major consumer products goods company used their QR Code (or even a branded visual target) to give instant access to:

1. the sustainability story behind the product: connects the broad sustainability activities of a global brand with the product that people choose

2. an introduction to some of the people behind the product: builds a personal connection with the big, faceless enterprise (here's how a small example of how we did it with Ford Explorer)

3. suggestions for how the consumer could be a part of a larger solution on a relevant issue: acknowledges that we are all in this together and invites the consumer to take part

Using your smart phone and your code reader, you could quickly point and get a baseball card-summary of the story of your products with links into more - like the video of the creators - and a way to bookmark or save these product summaries in a way that would be useful to you.

And once you have done 1-3, there is no reason you couldn't offer more information about performance and benefits of the product. Sound backward? Shouldn't we lead with that type of information ("more scientifically-proven moisturizing globulets..," "heated steering wheels..," "New 100 mega-pixel camera!")? Maybe, but if you buy into Marketing 3.0, it is these additional attributes that feed our heart and spirit that may drive product selection more and more. 


From a Presentation by Phillip Kotler on Marketing 3.0

Comments

[Jeremie Averous]

Hi John,
I fully agree that what will make the product in the future, beyond the Fourth Revolution, will be the emotional connection with it, or the purpose it embodies.
Thus anything that creates and maintains that emotional connection is required. There are many ways to do that, like the ones you mention, but there are more. Creativity is limitless on that!