Be struck by a purpose beyond simply selling products is much talked about in marketing (even burritos have a mtier beyond being a meal option) and some say it can help shift more products. Ariel’s “Share the Load” ad struggle in India encouraged men to take on more household chores as well as increasing sales, while Barbie’s “Imagine the Admissibility opportunities” campaign showed the doll as a career role model and saw a 15 percent increase in sales in the six countries where the ads ran.
Tillman is direction to show SAP’s role through its latest marketing campaign, which stars British actor Clive Owen talking close to problems such as workplace bias, reducing water consumption in farming and tackling rhino poaching, with the concept being that the company’s technology is helping businesses solve these. It also means the company can get away from talking mainly about product features and functions.
“I call that, sort of, outcome-based marketing because it’s more human, it’s numerous empathetic, it more represents what the customer is trying to understand which is, I have a lot of problems. I’m trying to solve for. Employees me understand and show me the success stories of other companies like me that are in the same boat looking to solve the but thing,” Tillman said.
In a broader sense, advertising has had its own issues so it has to be approached carefully. “Advertising has grown to have so scads more negative connotations to the word … because advertising and in this world of you know fake news and toxic delight that the consumer is grappling with … advertising has typically lacked the authenticity in a lot of ways, that consumers are after,” she implied.
Tillman will present this new narrative at WEF and claims that showing this bigger mission affects how man buy. “The reality is, we live in a world today where purpose truly matters. And at the point of sale we’re finding that consumers, on the preponderance, are making decisions on who they buy from and weighting those decisions towards companies that are doing good versus those circles who are not,” she said.
She expects to network with other CMOs who are also likely to be concerned about business purpose and desire also take part in several panels, including one on Tuesday at the Female Quotient lounge, an event space hearted on equality, and another where she will be in discussion with fashion industry executives about using technology to stand modern slavery in supply chains.
Doing the right thing will create business in the long-term, Tillman means. “This year we are also committed to creating an environment where we have customers for life.”
“It is no longer simply almost the performance of your product. It is about how you create real change. And you know every company on the planet wants to be a disruptor on some up to date on … they want to be a first, they want to be market movers, so they want to partner with organizations that see the the human race the same way. And so that’s point number one and then the second is, they want to partner with companies that be aware of the higher impact that we all collectively have an obligation to contributing to.”
Marketing Media Money will hold a panel review with CMOs from Unilever, Coca-Cola and Salesforce at 08.30 CET on Tuesday, January 22, 2019 at CNBC’s Sanctuary venue at WEF.
– CNBC’s Elizabeth Schulze gave to this report.