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Campaigns of Kindness Are Good Marketing for Brands


You want to know the key to a strong marketing strategy? Authenticity.

Let me tell you why.

Acts of kindness, good deeds and selflessness – whether they be small or large – not only bring smiles to faces, but an inevitable sense of comfort. What people may fail to realize is that these acts of kindness also have immense marketing value.

Brand messages can be influenced, but not controlled. With this in mind, it’s important that brands remember to stay authentic, real and personable so that people can connect with them. The connection that people can make with your brand through these acts of kindness is on a completely different level. Why? Well, because it’s built off of that authenticity.

Sure, we know that agencies have skills and attributes that can greatly benefit organizations. But going out of your way to make these organizations feel special, appreciated and supported – that’s so much more than throwing together an ad or article. Being conscious of making an investment in the experience of your customers can reap several marketing benefits.

Believe it or not, there is a wrong way to do these acts of kindness.

Brands can overdo it. In return, they may not get that genuine customer response they’re looking for.

By being non-intrusive and authentic, you can build your relationship with your customer and make it more personable.

Acts of kindness inherently create positivity that envelops both the recipient and the donor of these acts. They’re increasingly becoming more and more popular. An uprising marketing trend, they’re changing the way people see and interact with brands. It’s all about spreading the love.

Social media plays a huge role in this marketing tactic as well. Through social, it has been made easy to plan promotional activity around this concept of good deeds. These platforms give brands the opportunity to monitor and react to their customers instantaneously.

By being selfless and helping out others just for the sake of it, you’re not only marketing your brand in a positive way, but you’ll find a sense of empowerment in helping others that is incredibly rewarding.

Marketing can make positive changes in people’s lives through kindness.

A large focus should be on customer experience as consumers strive for that realness in the brands that they engage with. Having said that, it’s no surprise that this is now a popular marketing trend. For brands, it’s a chance for them to show – not tell. And everybody knows that actions speak much louder than words.

Everybody wants to feel appreciated and supported, especially during times when we might not even realize how badly we need it. So kindness in marketing can, in fact, matter on a broader scope.

Kindness in marketing will share positivity both toward your brand and in the world.

About The Author

Jenn Cline is another idea-based evangelist who connected with ABC after doing business with the agency as a client.

After 20 years in communications and sales, she decided to shed the stuffy layers of corporate structure to do business on her own terms. An expert marketing strategist, Jenn needed more space for creative planning and carefully measured execution.

As a marketing executive, she familiarized herself with ABC’s culture and talent. As a consultant, she sought the agency as a creative partner.

Jenn’s idea-based sales service adds a unique layer to traditional marketing. Her strategies give great consideration to conversion of a campaign. Not only does she develop plans for execution on the sales side, Jenn also works with clients to develop measurement tools that keep campaigns sustainable long term.