Movement Marketing

Movement Marketing, or Cultural Movement Marketing, is the new marketing model that begins with an idea on the rise in culture. StrawberryFrog, the world's first Cultural Movement agency, invented the movement marketing model in 1999 working for such brands as Smart Car and IKEA.

“Movements” as a new brand building marketing model begins with an idea on the rise in culture rather than the product itself. Scott Goodson, the founder of StrawberryFrog has written that brands can "identify, crystallize, curate and sponsor movements, accelerating their rise."

Definition

Cultural Movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.  

 

Old versus New

  Cultural movement" requires a radical rethink of the old rules of marketing.  

• Instead of being about “the individual” it is about the group
• Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
• Instead of being about selling, it is about sharing
• Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product

StrawberryFrog defines the cultural movement model as having 5 phases:

Phase 1. Strategy
Phase 2. Declaration
Phase 3. Provocation
Phase 4. Go MASSive
Phase 5. Sustainability

Successful Brands in Movement Marketing

A pioneer in Cultural Movement Marketing model is Apple. Large companies applying this model currently include Mahindra, PepsiCo and Procter & Gamble.

References

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=91895

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135834

http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i19d596a15ffa6001d7017b00e8cebebe

http://www.adweek.com/aw/content_display/community/columns/other-columns/e3id8b4313a40c3bc1103a8ec386dad169c

http://marketinghitch.com/ad-industry-innovator-8-strawberryfrog

http://www.prnewswire.com/news-releases/mahindra-group-taps-strawberryfrog-for-global-cultural-movement-strategy-93007359.html

External Links

http://www.strawberryfrog.com

http://www.marketing2conference.com/2011/speaker_view.php?speaker_id=123

http://www.briteconference.com/Brite09/speakers.aspx#goodson