Marketing Ideas | Kasasa Exchange

Episode 1: It's Time to Take Back Banking.

Podcast 5: Thinking outside the vault
Marketing ideas from other industries

Corporate social responsibility (CSR) is the new trend in marketing. Learn from companies who have gotten it right — and who have gotten it wrong.

Show notes:
  • 0:23 What is CSR? CSR stands for Corporate Social Responsibility and it is increasingly important to younger consumers. As such, brands are beginning to create marketing campaigns around the impact the brand has on society.
  • 0:53 Growing Focus of Super Bowl Commercials. For the past decade, CSR focused campaigns accounted for 6% of the commercials. In 2018, that jumped up to 25%.
  • 1:20 Don’t do this, Pepsi's Commercial. Pepsi tried to embrace CSR for one of their campaigns, but it didn’t go according to plan. The ad was released on YouTube, promoted for 24-hours, and by then the damage was done.
  • 1:54 One of the criticisms of the Pepsi commercial was that it was too similar to the photo Taking A Stand In Baton Rouge. This photo was an important moment and image for the Black Lives Matter movement.
  • 2:12 The Pepsi Commercial. Despite being removed by Pepsi, there are still copies floating around the internet. There is a secondary lesson; Once you hit publish, it is out there forever.
  • 5:10 The fallout to the Pepsi Commercial was huge and it was criticized for being tone-deaf and trivializing the movement. The consumer response generated massive amounts of negative PR for the company.
  • 6:23 How to do CSR right. Nike embraced controversy when they made Kaepernick the face of a campaign. At the time, Kaepernick was receiving backlash for kneeling during the national anthem. This was a calculated risk for Nike, and many pundits anticipated that it would play out poorly, but Nike knew their target audience would respond positively.
  • 10:00 The gamble paid off for Nike.
  • 10:50 CSR doesn’t require controversy to be effective. Dominos Paving For Pizza campaign is a great example. They have been able to generate positive press and sentiment by making a real difference in the communities they serve.
  • 13:30 Rapid fire brainstorming
    1. Donate to non-profits/local causes
    2. Address urban blight: abandoned buildings, litter, etc.
    3. Host personal finance courses
    4. Create co-working spaces
    5. Volunteer days
    6. Run a community garden at your branch
    7. Invite tutors for group sessions/study nights at your branch
  • 18:00 Have you or will you incorporate CSR into your marketing? Let us know by emailing social@kasasa.com.

DISCOVER THE ROUNDTABLE

Share. Listen. Learn.
Engage with community bankers like you.

In our new digital roundtable series, we are bringing together leaders from banks and credit unions across the country to discuss the biggest challenges facing our industry today. Take an hour to join us!


Want to be part of a future roundtable?

Sign up here