What is Social Value Investment
It’s the new buzzword in the world of Marketing Strategy – Value Investing. Global Leaders, Chief Executives, Political Figures, Thought Leaders in the emerging spaces are talking about it. Some are writing books on it. And yet there is a mystery around the Big Buzzword. What is “Social Value Investment?”
On the face of it, the term “Social Value Investment” is a simple concept, where you invest in associating your brand with a social value that people connect with.
Nike has invested in a lifetime in building associations around “sport”. It is the identity that people connect with Nike. All product attributes around comfort, agility, endurance are built into the product but never advertised.
Sprite has invested in “consumer value” around “thirst”. The campaign (in Hindi) “Bujhaye only pyaas, baaki all bakwaas” speaks just that. The parent company, “Coca Cola” has invested “cultural value” with “Thanda matlab Coca Cola”. The investment in how Indians associate “thanda” as a solution to thirst during summers.
Super brands typically associate with “consumer value” that saturates people’s minds. They invest in consumer marketing, where the ultimate recognition translates to profits & revenues. The higher order of human emotions are neglected out on account of “social value”.
What is the need for “Social Value”?
Leaders and visionaries have realised the limited scope in “consumer value” while marketing their brands. While Coca Cola, it makes sense to associate with “thirst”; for Nike, the “consumer value” of “comfort, grip, durability” does not create enough brand identity. There are enough brands in the market offering the same utility.
A recent video of Bill Gates reveals how he wants to talk to the audience about “toilets”. Especially in a country like India, where health and sanitation has undergone a revolution during the last few years, Bill Gates although known for having created one of biggest legacies in software, is today talking about value investment in social utility.
And this “social value” is merely not about an “audience connect” but a reach into the highest level of needs – “self actualisation”. “Self Actualisation” is not about “consumer association”. It is an emotion that arises after all needs are met, and creates an association with the ‘soul’.
You don’t have to be the richest man on earth to investigate “soul searching” and “give-back” to society. We have a solution for you, that creates “social value” on the fly. You can be a part of it, now!
The Big Investment
Think about sustainability of modern growth; causes like global warming, women empowerment, or fighting drug abuse and terrorism. We are working towards connecting people, creating a peaceful future through innovation, creativity and entertainment.
We have been working closely with SAM Workshops. SAM, which stands for “Self Assessment and Management” is satisfying human desires at the highest level of needs. It creates a spirit of “give back” which nurtures “actualisation” among the audience.
Over ten years, this investment by SAM, has activated audiences reaching millions. The target is are ready to invest in social values centred around developing the future. The investment has both on-ground and digital traction, with a proof of concept spanning more than 500 workshops, a contributor base of many thousands, and digital impressions approaching a billion. And, we are not kidding about anything.
In the years gone by, we have worked with large organisations and the largest trade associations, activating audiences for causes of youth empowerment, skill development, value education and entertainment. We package the content in a format that keeps the audience alive, engaged and wanting more.
What’s in it for you?
In the age of value investing, many brands are already creating social value around their brands. New age cosmetic brands are creating vegetarian-only foundations, animal-friendly materials and restricting use of environmentally hazardous substances.
While you might already be investing in tangible social value for your brand, marketers are looking for a faster, better and innovative solution that puts them at the forefront. The attention span of audiences is dropping, and brand recall is a big challenge.
In this dynamically changing environment, we at Blow Trumpet are investing in innovation, creativity, sustainability and society, and providing you an interface through a project based service in social value investment. This provides a tangible opportunity for your brand to invest and engage.
While the world is waking up the buzzword, we have been walking the talk during the past decade. We have worked with the experts, and established a foundation that makes it simple for you to come aboard.
We offer a project based approach. Our modules have many options on the fly. Our strategies are affordable, exciting and high on value-based content. As a content marketing strategy, value investing provides maximum social impact and long term brand recall.
You can use the contact page to connect with us for more information.
