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Research Outline
Prepared for Apekka F. | Delivered November 8, 2019
Driving Awareness Research
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Goals
Gain an understanding of how effective community outreach efforts are compared to advertising to drive awareness and trial
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Early Findings
Corporate image
is improved most by outreach, as companies can demonstrate their ethics through action and attract customers who care about the same things or share the same values.
Consumer loyalty is also increased by community outreach, as it was shown to have a stronger impact even
over quality of service.
It's also show that
56% of consumers
will travel an extra ten minutes to buy a product associated with community outreach for a cause they care about.
Outreach also improves customer retention via
increasing the quality
of the customer experience.
One source notes that community outreach allows for interaction with the local community that is genuine, and
allows for real connection
instead of marketing at them.
Community outreach to increase brand visibility can also be enhanced with
promotional products
, that feature the brand name and expand brand recognition.
Outreach
can also be exceptionally beneficial as a compliment to existing content marketing strategies, by driving exposure back to content.
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