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