In Marketing Communications, there always talk about plans but what is important is the act of planning. The act of planning means the creation of plans that are continuous due to the fact that situation, context, culture and consumers evolve. This concept of planning while building it around a robust strategy is important.
This concept is also applicable to public relations an aspect of marketing Communications. At the heart of corporate social responsibility or shared values are acts of kindness. This acts of kindness goes a long way in generating good publicity for brands who undertake this path.
Royal Crown Cola recently took this path by simply granting a Nigerian Soldier named Eneh Gozieboy’s wishes to cut a cake and be celebrated.
According to him,
“I have waited for 26yrs of my life to cut a cake and it happened today cuz of the love my dearest country have for me and my colleagues here in battlefront.
Thanks to @rccolanigeria for locating me no matter how far it was just to celebrate me. In as much as am happy right now, am a bit sad bcuz my Queen mother is not close to celebrating with me but I know she is happy today. I really appreciate u all Nigerians. God bless Nigeria”.
This just showed how appreciation and generosity can go a long way in showing consumers that you care about what they do and it makes them feel that they actually matter. While this acts of generosity are on a small scale. A large scale version can be adopted and directed at tackling societal and cultural issues.
Designing such initiatives would help make customers develop trust and better relationship with brands and yes, most customers don’t care about brands but their attention is drawn to what brands do when it is impactful and is seen as an effort to make customers happy.