Focusing on the three "2″s, we can treat social issues as a catalyst for strengthening customer relationships.
"2 Disability Characteristics"
Individual empathy: Seeing the disability as an "individual desire" rather than as a "social problem".
Are there episodes or collective ideas that MT can relate to?
Structural Complexity: What are the critical deficiencies that the brand's customers are facing?
What is the degree of difficulty for the individual to buy into that lifetime?
"Value Scenario '2'"
Scenarios of social value realization and. Are the scenarios up to the realization of economic value clearly drawn?
Distinguish and capture marketing targets from social contribution targets
When we consider social issues from the customer's perspective, it is assumed that not all of the brand's customers will receive the value, but only a portion of the total customer base will benefit. By separating the customers who are the target of this social value from the total customer base, we can better understand the scope of the impact and apply it to our strategy.
Definitions of MT and PT
In this document, following "Re-examining the Concept of Exchange as a Fundamental Concept for Strategic Social Marketing" (Haga, 2014), we define MT (Marketing Target) in terms of customers as the marketing target, and PT (Philanthropy Target) in terms of social contribution activities as the PT (Philanthropy Target).
Viewing social problems from the "customer perspective" rather than the "brand perspective
When social issues are viewed as opportunities, if they are viewed from the brand perspective (MT ⊆ PT), customers will not see the issue as their own because it is not an obvious issue to them.
If the social issue is not seen as an obvious issue to the customer, the issue is not made personal to the customer, and as a result, the issue does not lead to business value.
Therefore, instead of capturing social issues from the brand perspective, we will re-capture them from the customer perspective and capture specific customer segments PT (PT ⊆ MT) within MT.The exchange relationship occurs due to the contribution activities from the brand, and PTs become attached, favorable, and have brand loyalty toward the brand.
Furthermore, by creating episodic resources that capture PTs' highly empathetic social issues, and by making them known to MTs as a whole, it becomes possible to aim for a spillover effect from PTs to MTs.
Why is the brand trying to solve this social problem?
When considering social issues from the customer's perspective, another essential point of view is "why is the brand trying to solve this social problem? In building a relationship of trust with customers, this motivation and the underlying philosophy of the brand must be kept consistent.
If the relevance and relevance of the brand to the social problem it is trying to solve is perceived as weak, it may lead to criticism as "taking a cheap shot at a social problem. Take, for example, Starbucks' 2015 case study. Baristas working at each of its stores took an initiative to write Race Together on cups and pass them around. The initiative was intended to encourage conversation about the state of race and ethnic relations in the U.S., but as a result, it was criticized by some who pointed out that "the company's senior management was almost exclusively white" and that "no one wants to talk about race issues during the morning coffee break. The event became the target of criticism.
Even if well-meaning, if the content is perceived to be out of step with the value that customers normally perceive in a brand, it will be met with skepticism. By going back to the question of what value the brand is providing to its customers, and by extension, finding the social issues that prevent the brand from providing value to its customers, will be the cornerstone for building a relationship of trust and value for the customers.
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