Movement marketing strategy, also known as the cultural movement marketing is a type of marketing that starts with a basic idea and evolves it into a culture. The first movement marketing model was designed in the year 1999 and has been in effect ever since.
Forming a movement and using it as a marketing model to build a brand starts with an idea that rises into a culture as opposed to other models that focus solely on advertising the product that’s on offer.
How It Works
The movement strategy as a marketing system helps to grow brands by pinpointing, igniting, establishing, directing, and streamlining an idea that’s on the rise and building multiple platforms with channels of communication around it in such a way that people can embrace the idea, initiate constructive conversations about it, and bring the desired change that’s needed.
The movement strategy challenges the way of thinking of the traditional models of marketing. Rather than working to convince people to believe in something, the strategy aims to bring an understanding and help brands maximize on what their target market already believes in.
The strategy also focuses less on increasing sales as important as that is, and, on the contrary, focuses on sharing what the brand has to offer. It also shifts its focus from individuals and instead redirects it to the group. It changes the conversation from being about the advertiser and the product on offer and shifts it to the other underlying aspects that are, in most cases, ignored or overlooked.
How Movement Strategy Helps Brands Inside
In order for a brand to experience a radical positive internal transformation, there is a need for it to develop an inside movement. This change can be actualized by implementing the movement principles to the employees powering the brand, the intention being to have them change their overall mindset, habits, and their performance and productivity.
This inside movement is powered by the desire by brands to become more innovative and for this aspect to be implemented, there is a need for every human resource rallying behind the brand to embrace new thought processes and behaviors. This will cut across all levels, that is, from the top leadership that makes decisions, to the lowest employee level.
The impact of an inside movement strategy on a brand is that the entire workforce becomes passionate about what they are doing, embraces positivity, holds the brand with high esteem and works with great conviction to attain holistic success.
How Movement Strategy Helps Brands Outside
The movement strategy serves to move passions which in turn results in moving people to move a product. This boils down to activating the purpose of a brand. It entails embracing more productive approaches with regard to advertising. These approaches are grounded on the established cultural ideas and creativity.
It’s no doubt that compared to the traditional form of advertising, the movement strategy is more effective in helping brands grow faster and scale greater heights.
So now you have an idea of how the movement strategy helps brands both inside and out. To find out how you can implement it for your own brand, check out this post here.