Movement marketing
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Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. The Cultural Movement agency, StrawberryFrog, invented the movement marketing model in 1999 working for Smart Car and IKEA.[1]
“Movements” as a new brand-building marketing model begins with an idea on the rise in culture rather than the product itself. [2]
Definition
[edit]Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change.[1][3]
"Cultural movement" requires a radical rethink of the old rules of marketing.
- Instead of being about “the individual” it is about the group
- Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
- Instead of being about selling, it is about sharing
- Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product
StrawberryFrog defines the cultural movement model as having five phases:[citation needed]
- Strategy
- Declaration
- Provocation
- Go MASSive
- Sustainability
References
[edit]- ^ a b Apelbaum, Suzana (16 September 2010). "Movement Marketing: Eat, Pray, Love". Point-of-view. MediaDailyNews. Archived from the original on 17 September 2010. Retrieved 4 November 2023.[better source needed]
- ^ Mahoney, L. Meghan; Tang, Tang (2024). Strategic social media: from marketing to social change (2nd ed.). Hoboken, NJ: Wiley-Blackwell. ISBN 978-1-119-89038-6. OCLC 1428039969.
- ^ Goodson, Scott (20 August 2008). "Cultural Movements Usurp Traditional Marketing". Community. Adweek. Archived from the original on 20 August 2008. Retrieved 4 November 2023.
- Apelbaum, Suzana (28 September 2010). "Movement Marketing in the Nude: Is it a game changer -- or just a fancy dress?". Community. AdWeek. Archived from the original on 1 October 2010.