Fulcrum Marketing is a creative promotions marketing agency with over 10 years’ combined experience in the FMCG, Insurance, Automotive, Banking, Telecoms, White Goods and Retail sectors.
We create innovative marketing strategies using free-to-consumer rewards that engage and excite – whether that’s tactical promotional activity to boost acquisition or retention or long-term loyalty and engagement programmes.
We offer the widest range of established promotional offers, together with the skills and experience necessary to produce a bespoke solution to drive sales and offer great ROI, whilst using our own loyalty and reward platforms gives us a competitive edge in terms of both costings and response time.
MARKETING SOLUTIONS THAT LOCK BRANDS & CONSUMERS TOGETHER
Fulcrum Marketing is a creative promotions marketing agency where consumer incentive ideas fill our hearts, minds and souls.
We love thinking, learning and driving innovative campaigns for your brand.
We love a challenge.
MARKETING SOLUTIONS THAT LOCK CONSUMERS & BRANDS TOGETHER
Fulcrum Marketing was founded in 2007 to offer innovative marketing strategies that engage and excite consumers. At FulcrumMarketing we understand it is difficult for brands to get stand-out and engage with consumers on an emotional level.
Our role is to continually develop new, innovative promotional solutions that offer high value incentives at a fraction of retail cost. This is as an alternative to heavily discounting.
We offer Marketing solutions that work!
Because we have the widest range of established promotional offers, along with a skilled and experienced team, which is necessary to produce a best marketing solution to drive sales and offer unrivaled ROI.
About Us
Fulcrum is a dynamic, creative agency that partners with leading consumer brands across a spectrum of industries, supporting both their domestic marketing strategies through a wide variety of creative brand solutions and value-added services.
We specialise in developing and delivering engaging solutions for a whole host of global brands, from creative, branded merchandise with inspiring packaging and POS options to tailored print management services.
Our Values
Our growth and continued success is built on core company values such as quality, value, service, passion and innovation.
Our Ethics
Every factory we use is personally assessed by our staff for quality, working conditions and the ethical treatment of workers.
Supply Chain Management
We project manage your product from concept to completion. Relax in the knowledge that your brand is in safe hands.
Accreditations
We are a responsible organisation that implements good processes with a focus on environmental sustainability.
Our Values
Our core values are what guide us as a company and individuals. These values are at the heart of everything we do:
Quality
Deliver excellent standards consistently.
Value
Ensure exceptional value for our customers.
Service
Provide the highest standard of service to our customers.
Innovation
Remain at the forefront of innovation in both design and manufacturing.
Trust
We are the most trusted supplier. The integrity of your brand is in safe hands.
Passion
We are passionate about what we do and strive to exceed customer expectations.
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Business Ethics in B2B
Business Ethics in B2B
Marketers need to incorporate good ethics in their marketing campaigns as they are responsible for the image that a product portrays.
LEARNING OBJECTIVES
List the pitfalls B2B companies face when ignoring ethics in market research and target marketing, and the advantages to incorporating ethics
KEY TAKEAWAYS
Key Points
- Businesses are confronted with ethical decision making every day, and business leaders and managers need to reinforce the importance of using ethics as a guiding force when conducting business.
- Ethical danger points in market research include invasion of privacy and stereotyping.
- Ethical danger points in market audience include excluding potential customers from the market and targeting the vulnerable, such as children and the elderly.
Key Terms
- Market Research: The systematic collection and evaluation of data regarding customers’ preferences for actual and potential products and services.
- ethics: The moral principles that guide decision making and strategy.
- B2B: Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.
Business Ethics in B2B
Ethics refers to the moral principles that guide decision-making and strategy. Business ethics are, therefore, encompassed in the actions of people and organizations that are considered to be morally correct. Ethical objectives may include increased recycling of waste materials or offering staff sufficient rest breaks during their work shift. Businesses that adopt an ethical stance gain from numerous advantages, including:
- Improved corporate image
- Increased customer loyalty
- Cost cutting
- Improved staff motivation
- Improved staff morale
In a B2B environment, the client is another business rather than the customer, which means more attention needs to be given to maintaining a two-way relationship between the two entities. Since business clients have more meticulous and specification-driven buying processes, and the company must ensure that needs are met at all times without taking actions that would be considered unethical.
Ethics in Market Research
Ethical danger points in market research include invasion of privacy and stereotyping. Stereotyping occurs because any analysis of real populations needs to make approximations and place individuals into groups. However, if conducted irresponsibly, stereotyping can lead to a variety of ethically undesirable results..
Ethics in Market Research: Firms need to be careful not to use irresponsible stereotyping in the market research process.
Ethics in Market Audience
Ethical danger points in market audience include (1) excluding potential customers from the market; selective marketing is used to discourage demand from undesirable market sectors or disenfranchise them altogether; (2) targeting the vulnerable, such as children and the elderly. Examples of unethical market exclusion or selective marketing are past industry attitudes to the gay, ethnic minority and obese (“plus-size”) markets. Contrary to the popular myth that ethics and profits do not mix, the tapping of these markets has proved highly profitable. For example, 20% of US clothing sales is now plus-size. Another example is the selective marketing of health care, so that unprofitable sectors, such as the elderly, will not attempt to take benefits to which they are entitled. A further example of market exclusion is the pharmaceutical industry’s exclusion of developing countries from AIDS drugs.
Marketing ethics is the area of applied ethics that deals with the moral principles behind the operation and regulation of marketing. Ethics provides distinctions between right and wrong; businesses are confronted with ethical decision making every day, and whether or not employees decide to use ethics as a guiding force when conducting business is something that business leaders, such as managers, need to review and enforce. Marketers are ethically responsible for what is marketed, and for the image that a product portrays. With that said, marketers need to understand what constitutes good ethics and how to incorporate such practices into various marketing campaigns to better reach a targeted audience and gain trust from customers. When companies create high ethical standards upon which to approach marketing they are participating in ethical marketing. Ethical behavior should be enforced throughout company culture and through company practices.