better messaging, better marketing · bhaduri, g., & ha-brookshire, j. e. (2011). do...

FTF

Conference

2014

Julia Wilber

Dr. Anupama

Pasricha

BETTER MESSAGING,

BETTER MARKETING

OUTLINE

Introduction

Messaging Matters

Research

Observations

Recommendations

Small Group Discussion

Large Group Q&A

Introduction

Messaging MattersResearch

Observations

Recommendations

Small Group Discussion

Large Group Q&A

FAIR TRADE IS

CONFUSING

Fair Trade

Organizations

FinancesDesign

Marketing

Sourcing

Wholesale

Retail

Sourcing

Partnerships

Sustainable

Development

* Distance from center NOT relative to importance

Introduction

Messaging Matters

ResearchObservations

Recommendations

Small Group Discussion

Large Group Q&A

WHAT ARE THE RELATIONSHIPS?

Sourcing Partner Consumer

FTO

?

? ?

FT faces a strategic decision

LITERATURE FINDINGS

The authors’ conclusion is that FTOs are at serious risk

of cannibalisation by newer [multinational corporation]

backed fair trade brands,

but FTOs’ motivations to pursue a transformative

message in the mainstream and their capability to

provide effective support to farmers is clearly still

strong.

--Doherty & Huybrechts, 2013

LITERATURE FINDINGS

Consumers want what FT has

It’s a Process

LITERATURE FINDINGS

Introduction

Messaging Matters

Research

ObservationsRecommendations

Small Group Discussion

Large Group Q&A

Conventional Context

Foundational Principles

A Double Edged Sword

OUR OBSERVATIONS

Introduction

Messaging Matters

Research

Observations

Recommendations

Small Group Discussion

Large Group Q&A

More Eyes

(Don’t) say it again

The most awesome point ever

CLARITY

Big (Academic) Thumbs Up

University of MO—Bhaduri and Ha-Brookshire (2011)

Consumer’s want in

Share part of your process

And put it where they can see it:

Hangtags, Care Labels, Point of Purchase (online or Brick and

Mortar)

TRANSPARENCY

Utilizing the Conventional Context

Historical

Personal

ANCHORING IN TRADE

“FT, for example, enjoys referents to other recently

adopted social practices (e.g. Corporate Social

Responsibility, Community Supported Agriculture,

ethical investment), as well as to practices that have

been legitimized for some time (e.g. humanitarian aid,

philanthropy, international co-operation).”

-Potential Traps in FT Marketing , 2008

AUDEBRAND & IACOBUS

Utilizing the Conventional Context

Historical

Personal

ANCHORING TO TRADE

SUMMING IT UP

Audebrand, L. K. , & Iacobus, A . (2008). Avoiding Potential Traps in Fair

Trade Marketing: A Social Representation Perspective. Journal of

Strategic Marketing , 16(1), 3–19.

BBMG, GlobeScan, & SustainAbil ity. (2012, September 27). Rethinking

Consumption: Consumers and the Future of Sustainabil ity The

Regeneration Roadmap. Retrieved from

http://www.globescan.com/component/edocman/?view=document&id=

46&Itemid=591

Bhaduri , G. , & Ha-Brookshire, J . E. (2011). Do transparent business

practices pay? Exploration of transparency and consumer purchase

intention. Clothing and Textiles Research Journal , 29 (2) , 135-149.

Doherty, B. , & Huybrechts, B. (2013). Connecting producers and

consumers through fair and sustainable value chains. Social Enterprise

Journal , 9 (1) , 4-10.

REFERENCES

Introduction

Messaging Matters

Research

Observations

Recommendations

Small Group DiscussionLarge Group Q&A

Introduction

Messaging Matters

Research

Observations

Recommendations

Small Group Discussion

Large Group Q&A

Thank You!

Julia Wilber

juliaannwilber@gmail.com

Dr. Anupama Pasricha

apasricha@stkate.edu