It's All About Them: Branding and Positioning your Social Enterprise to Build Customer Loyalty

A presentation of the 2007 Canadian Social Enterprise Conference, Vancouver, BC
Presenter: Jason Mogus, Communicopia

Session Description:
Social Enterprises can borrow the best techniques from the corporate world to create loyalty and build relationships with customers. But to generate impact from scarce marketing dollars you need to know who your target audience is, what they care about, and speak to them in a consistent and confident voice. Knowing who your best customers are and how to get your message in front of them is the key to being heard. Balancing the "mission" values of your product or service with the "business" benefits your audience needs to hear is the key to building sustainable relationships. This fast paced workshop will explore both aspects - understanding your target and your story, and connecting the two.