How Ethical Marketing Fosters and Enhances Customer Engagement Strategies
Brand Awareness: The Role of Ethical Marketing
Ethical Marketing plays a significant role in our Brand Identity.
We identified 3 Key Points:
• Build Trust
• Share Expertise
• Promote Transparency
TRUST
Educate your company about the challenges that your clients are facing in order to build trust.
EXPERTISE
Optimise your Business solutions according to your clients’ needs.
TRANSPARENCY
Provide accurate information about your production and distribution practices.
Customers became more aware and interested in supply chain processes as they seek deeper impact from companies they support.
Why should our companies make the switch to Ethical, Eco-friendly branded merchandise?
Business owners and consumers alike want to invest their money in companies that follow ethical product lifecycle standards. A Life Cycle Assessment (LCA) has been proven to be an effective scientific method of determining a service or product’s impacts.
We can integrate Life Cycle Thinking (LCT) into our ethical practices. Environmental, social and economic impacts of a product are considered over the course of the product’s entire life cycle, in addition to the production site and manufacturing processes.
Branded merchandise has a history of single-use items that become clutter or trash. Let’s be done with the low impact, high polluting handouts. They contradict companies promise for positive change.
Ethical manufacturing will be required at every level.
Single-use, mass-produced products are now sending the message that we aren’t putting effort into change. When there are plenty of alternatives, customers won’t tolerate excuses.
After we run out of what we already have, it’s important to shift to new sustainable solutions.
The commitment of time and funds to make the switch won’t go unnoticed.
The bonus here is that we are solidifying our integrity with our audience.
They in turn will reward our sustainable choices with brand loyalty and word of mouth marketing.
How to build healthy partnerships and ethical customer relationships based on shared values and common goals
• Have your new suppliers label the item with the impacts their products make.
• Put it on the tags of your new branded merchandise or place a sticker on it.
• Your customers will see these impact missions right next to your logo.
• The proximity will amplify your brand in their minds and hearts.
• Your new marketing merchandise is now doing more for you and doing it better than before.
Ethical and sustainable branded goods are becoming more commonplace but some suppliers are deceiving their customers with false promises.
Choosing the right item can seem difficult or overwhelming.
Here are a few things you can do to make sure your good intentions are not wasted.
Ethical Marketing Practices
1. When you find a product you want to use for branded merchandise, reach out to the company. Ask them for credentials or proof of sustainability or ethical manufacturing. B Corp, Fair Trade and many other certifications are available by established companies. They will enjoy telling you about their values and support you through it.
2. When procuring from small businesses, they may not have expensive certifications. Ask these companies for proof of impact instead. Reducing plastic, ethical sourcing and donating to charities count. You should consider them with care. Talk to them about their supply chain and make an informed decision with what you learn.
3. It’s important to remember that you don’t have to be perfect right away. If you find a company that you like and the product fits, ask them to work with you on your goals. For example: If they have an ethical product with a lot of plastic packaging. Work with them on lowering plastic over time.
When we support each other, everyone wins.
Invest in the WOW factor
Take a look at how much you spend on a bag full of branded goods. All those pens, pads of paper, plastic novelty items and bags cost something. The price is seen as both financial and environmental. Your customers may use each item once before it becomes clutter or garbage. This clutter and garbage won’t leave a positive lasting impression on clients. All they do is hang around as litter for 500 years.
Switch all those little things to one item that has a proper wow factor. By combining five items in one outstanding item you make a bigger impact.
Your clients will know that you value high quality over quantity.
It’s the difference between getting confetti and receiving a gift. To make this decision, look closely at your target audience.
What do they all use?
What would make their lives a little brighter?
A kitchen hand towel, a handmade mug or flower pot will stand out. With a shortlist in mind, source items from companies focusing on the same impacts that you are. Ask a few of your best clients about these products to gauge their reaction. It will help you complete your ethical decision.
When we invest in well-made products that last, look good and showcase our values, we are telling our customers that we are thoughtful and conscious of our actions.
They take away something they like, want and will use. Every day they use it, they will see your logo and feel good about working with you.
Product Spotlight: Fern Towel Set
The Fern is our flagship style. Made from pure Turkish cotton it features two hand-drawn ferns in two-tone green. White knotted tassels embellish the ends. Lightweight and versatile, these towels offer a huge surface area while folding small. Absorbent and fast to dry, these towels are wonderfully useful. The hand towel is 40x86cm while the body towel is 90x170cm. Folded, you can fit 14 body towels into a single dresser drawer. Machine or hand wash. Never use fabric softeners again. Tags are in English and French.
The Story Behind this Design
Nikky launched Pomp & Sass after the pregnancy with her daughter Fern cured her of a neurological disability. Inspired by her late fathers legacy of entrepreneurship, she perused her ambition. To honour this second chance to live life pain-free, the flagship style Fern was created.
The Fern style continues to be the Pomp & Sass best selling style. Not only do customers enjoy the design, but they also resonate with its origin story. Currently only available to ship within Canada. We plan to open shipping to international locations soon. International wholesale orders are available for quantities exceeding 100 towels per size and style.
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