From their work with purpose-led start-up teams, BurdaPrincipal Investments have made some observations where social purpose provides start-ups with distinctive competitive advantages.
Certain occasions such as Mother's Day or Valentine’s Day can be really difficult for some people. Bloom & Wild, a portfolio company of BurdaPrincipal Investments, noticed that customers were telling them how hard they were finding being exposed to Mother’s Day marketing. Especially in times of crisis like now, brands have the chance to stand out from the competition through sensitive and targeted marketing. Therefore, the marketing team at Bloom & Wild launched their “Thoughful Marketing” campaign.
Taking sensitive issues seriously
When it comes to sensitive issues, the British flower gifting brand wants to give its customers the choice of the extent to which their marketing reaches them. This is how it works: Anyone who has opted-out of Mother’s Day or Father's Day reminders won’t get any emails about it or see any mention of it on the Bloom & Wild website either. This includes the homepage, the menus and even the products when you’re logged into your account. And if your Facebook, Instagram or Gmail accounts use the same email address you opt-out with, you won't see any ads about the occasion there either.
“Last year we introduced our opt-out campaign, which gave our customers the chance to tell us if they didn’t want to receive email reminders about potentially sensitive occasions (like Mother’s Day). And the response was huge. We had no idea how much impact this little gesture would have on so many people. For us, it reinforced how important care and thoughtfulness are. Particularly in marketing, “ Bloom & Wild’s marketing team explains. This year, the BPI portfolio company is calling on other companies to join its #thoughtfulmarketingmovement. So far, they have been very successful: more than 130 brands are already on board. Interested companies can inform themselves about the movement and join here.