We develop marketing strategies that utilize Consumer Behaviour Theory to help organizations, who share the common objective of achieving the UN’s Sustainable Development Goals, change minds and embrace a sustainable future.
Today, marketing gets a pretty bad wrap. We jump to conclusions that it’s all about pushing fast food, fast cars, and fast talkers – It’s all about making the sale, at the expense of the unsuspecting consumer. But the 1950’s approach of endless repetition, wearing the consumer down, until they have no choice but to relinquish control, are over. At least for most of us.
Our company prides itself on being part of a new wave of marketer, who is ethical and cares about their clients and the customers they serve. We work with both for-profits and non-profit clients, aligning ourselves with the UN’s Sustainable Development Goals, to help guide us in using marketing as a force for change.
Whether you are developing an overarching marketing plan for your organization or a series of stand-alone videos, it all begins with strategy.
Our approach is to begin with the upper level analysis, then drill down into Segmentation, Targeting, and Positioning; and finally, identifying the marketing tactics for your campaign.
What’s different about our approach is that, once we’ve identified your target market, we delve deeper into understanding this segment through Consumer Behaviour Theory. In essence, we first analyze the inner psychological workings of what motivates people to make decisions; then we look at external factors such as culture, family, economics, and political influences that may also effect decision-making.
Below are the four levels to our strategic approach:
We use what’s known as the 3 Cs (Company, Competitors, Customers) to evaluating where your organization has been, where it stands today, and where it needs to go to remain current and a prevailing force within your sector.
At the heart of your marketing strategy is Segmentation, Targeting, & Positioning, where we help identify possible segments to reach out to, determine your target market, and then positioning your brand or campaign.
But our approach is to take this critical stage a step further, utilizing Consumer Behaviour theory, by building an outreach profile that examines the Psychological, Situational, and Socio-cultural influences on your target market. Only then will you truly connect.
This is also known as the 4 Ps, where we formulate the tactical phase of your plan: What your campaign will look like (Product); Your budget (Price); geographical coverage area (Place); and choosing the right communications vehicles (Promotion).
How are you unique in the marketplace? We determine the current strengths and weaknesses of your brand and then ensure a re-design that has true impact in your industry. This process includes logo creation, language & tone style guides for publications, colour theme / palette, photos & stock library expansion, and fonts development. The key is to ensure cohesiveness and consistency through all mediums, while staying true to your organization’s goals and objectives.
What makes a powerful campaign? There are many factors that lead to a successful campaign, the first being to carefully consider what forms of media you'll leverage, your key messaging, and rollout. But success also rides on building a core team of experts to drive this process forward. We collaborate with you to showcase your organization through the creation of marketing materials; as well as leveraging both earned and paid media channels through targeted public relations.
Are you up-to-date with what's new in the digital marketing field? We pride ourselves in keeping our fingers on the pulse of what's new and innovative; and conversely, on what forms of media are no longer trend setters. We offer a wide range of digital strategies, from website design and social media to the development of apps, e-learning modules, and KPIs (key performance indicators) to track your progress. Our creative approach and out of the box thinking will guide each project from inception to implementation.
You still may not be sure if our services are right for you. So, let’s meet, chat and find out. Our first consultation is free.
In 2015, all United Nations Member States developed a blueprint, The 2030 Agenda for Sustainable Development, “for peace and prosperity for people and the planet, now and into the future”. At the heart of this strategy are the seventeen Sustainable Development Goals (SDGs).
Our work focuses on helping organizations that share a common belief in one or more of the Sustainable Development Goals, through creative and driven marketing approaches. We “recognize that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests”.
We’re proud to be a Certified B Corporation®
Certified B Corporations are leaders of a global movement of people using business as a force for good. They meet the highest standards of overall social and environmental performance, transparency and accountability and aspire to use the power of business to solve social and environmental problems. There are more than 2,000 Certified B Corporations in over 130 industries and 50 countries with 1 unifying goal – to redefine success in business.
Strategist & CEO, Steven Hobé is a Chartered Marketer
The Chartered Marketer (CM) designation is awarded by the Canadian Marketing Association, recognizing the top marketing talent in Canada and fostering a community of continuous learning and skills development for the profession.
Steven formed Hobé Hosokawa in 2010, focusing on marketing strategy and implementation. He also holds the designation of Chartered Marketer (CM) from the Canadian Marketing Association. Steven has led strategy sessions with a wide range of organizations in the fields of healthcare and advocacy to sustainability, human rights, and the arts. Steven also teaches Marketing Strategy & Consumer Behaviour courses at George Brown College.
Mitsuo has been in the world of design for over 25 years both here in North America and Japan. He has an extensive background in editorial, art directing and designing books and magazines. Currently, Mitsuo is responsible for the drive behind all HH's creative client work, including branding, campaigns, and digital marketing initiatives.
The Canadian Mental Health Association’s Living Life To The Full (55+) program supports people who are caregivers for a family member or friend. Using Cognitive Behaviour therapy this program focuses on understanding how thoughts, feelings, and behaviours work together to impact well-being.
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We'd love to hear from you.
+1 888 978 4969
At Centre for Social Innovation
192 Spadina Ave., Toronto, ON M5T 2C2
steven@hh-inc.ca
© 2019 Hobé+Hosokawa Inc.