Social marketing is customer-focused. In this case, marketers study the behavior, preferences, and needs of consumers to improve the living conditions of society or achieve non-commercial goals. If the focus is on establishing communications with the population and contributing to solving global problems, then the business will promote common values that are equally important to the company and its customers.
In Europe and the USA, leading companies use social marketing to increase consumer loyalty and brand recognition. They pay attention to current problems and express their deep interest in solving them. In our country, the use of social marketing for business promotion is limited. If the company name, logo or other corporate symbol is used in an advertisement, it is recognized as commercial. It simply makes no sense for large corporations to take part in social projects.
However, there is a legal exception that businesses have successfully exploited. Sponsors and organizers have the opportunity to display logos or other branding for a limited time. There are three categories of approved social marketing.
Financing
Sponsorship is the most popular overseas chinese in worldwide data form of social marketing, whereby a business invests in external projects or independently implements socially significant initiatives. The insurance company Rossiya provides financial support to various social projects, including one of the initiatives of the Moscow Main Department of Internal Affairs, which is aimed at raising public awareness of the single number for calling the capital's police.
Financial statements of the company
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On city billboards, the Russian Insurance Company is carrying out an information campaign aimed at promoting safe travel.
A similar way of marketing business promotion through sponsorship is organizing festivals, sports or public events. Thanks to the participation of the media, such actions make the enterprise more recognizable to consumers. The forum-festival "Kind Wednesday" organized by the Khanty-Mansiysk administration is aimed at drawing attention to the problems of the quality of life of elderly people who have limited physical abilities. The "Memory Bank" project, developed by the Sber company and the "Memory of Generations" foundation, is creating a map containing the stories of ancestors who died in the war.