Full Podcast for Deliver Magazine
Description
Vocal Characteristics
Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (General)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
Welcome to Conversation Starters, a new series of podcasts from the partnership between Joseph Jaffe and Deliver magazine. Today we're discussing how companies that take the lead on an issue can convince their customers to follow. Companies talk a lot these days about what we need to do to help preserve the environment, and many of them are quite willing to do plenty as long as it doesn't affect their bottom line or challenge their customers too much. Some brands, though, we're walking the walk a little more briskly now. Ink that's now spelled N a U is an environmentally conscious outdoor clothing retailer based in Portland, Oregon, and they're a great example of a company that does more than just encourage its customers to go green. It leads by example, and it rewards those who follow in the place where it matters most. The pocketbook. In a recent interview with Deliver magazine, Ian Euless, the vice president of Brand Communications, for now, revealed that his company donates 5% of every sale, a significantly larger than average amount to social and environmental nonprofits. The company is also urging customers toe have the clothes they buy in the now stores shipped to them rather than walk out with them at the point of sale. Why so that now can eliminate the need for larger shops, which usually demand mawr environmentally challenging upkeep than small storefronts. And for the trouble of waiting a few days to have the clothes mailed, customers get 10% off the purchase price now didn't ask what consumers felt about this now. Didn't solicit opinions either. The company simply took the lead in doing what it saw as the responsible course of action and gave its customers great incentive to follow. We predict that this type of corporate leadership will grow more popular as transparency becomes more prevalent. Companies that waiver too long or Seimas if they're waiting for poll results before taking action, can come across as disingenuous when they finally do take action toe, say, green up their marketing a bit. And when it comes to making social appeals, is there anything that turns consumers off more than insincerity? Sure, in this digital age, it's vital for big brands to keep open lines of communication with their consumers. But it's also important that companies show a willingness to assert themselves when the issue demands it and have the courage to ask customers to follow suit. Consumers don't want to be preached or dictated to, but there's nothing wrong with giving them a little inspiration. You can get in on the conversation by calling in your comments toe 1206 to 033 to 55 that's 12062033 to 55 or by emailing to Jaffe at Get the juice dot com to find out more about now, Inc just go to now dot com that's n au dot com. Also, don't forget to stop by the deliver website. Deliver magazine dot com for even more great insights on direct marketing. And now here's more from Joseph Jaffe.