Your company has a mission statement, but does your marketing team? A simple, yet concise statement that sums up the marketing mission of a company is something that everyone can rally around. It becomes the foundation of everything that happens within the department. Here are some examples to consider as you develop one that works for you.
Sometimes a marketing mission statement helps to draw consumers into your product more than it helps to rally a team around a specific cause. For Inc, the webzine that focuses on helpful tips for business owners and entrepreneurs, you’ll find a high quality marketing mission statement on the “About Us” page.
The place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
This does three key things: it identifies the core consumer segment, describes what will be provided, and what the expected outcome is going to be. Although the sentence is a little extended, it hits every marker well and effectively communicates what visitors should expect. For those reasons, it is an excellent marketing mission statement.
Coca-Cola proves that even industry leaders still need to have a marketing mission statement in order to stay successful. The only term that is more recognized in the world today than “Coca Cola” is “Ok.” They have a global brand saturation that regularly exceeds 90% [which means 9 out of every 10 people all over the world know this drink provider], yet still have a specific page dedicated to their mission, vision and values.
What is unique about Coca-Cola’s marketing mission statement is that they have broken it down into three short bullet points.
- To refresh the world.
- To inspire moments of optimism and happiness.
- To create value and make a difference.
You’ll notice that the three bullet points hit purpose, goals, and outcomes in a way that everyone can engage in their own unique way. Instead of spelling out what people should expect when they encounter the Coca Cola brand, they let everyone come to their own conclusions.
General Electric has one of the most unique marketing mission statements. Instead of promoting it on their website or using it as a SEO tool to encourage better rankings, they have put it into their annual report that is distributed to investors and researchers. This unique form of marketing means that their mission statement goes directly to the people that they believe will want to see it.
GE’s mission is to invent the next industrial revolution.
Think about what happened in the first industrial revolution. Humanity stepped out of the darker ages, began to refine materials, and started creating incredible technologies that turned into televisions, computers, smartphones, and home appliances. Not only is GE involved in creating many of these products, but in their marketing mission statement example, they tell people that they want to invent the next steps in human development so that new technologies we’d seen in the next 100 years are as spectacular as the previous 100 years happened to be.
GE has a tagline that says “Imagination at work.” It doesn’t take much of an imagination to see how strong that mission statement happens to be.
This music streaming website has upgraded so that it includes comedy albums. Many people still create music stations based on the artists they love and Pandora One allows for advertisement free streaming. What this marketing mission statement example does is prove you don’t have to change much when new services, options, or features are added to your portfolio. Sometimes adding onto your mission statement makes more sense.
Here is Pandora’s mission statement:
To play only music you’ll love. (OK, we’ve added comedy as well so we’re also up for playing some jokes you’ll love.)
What they’ve done here is simple, but noteworthy. The original mission statement stays in place. In parenthesis, which adds a natural point of emphasis, the statement is updated to reflect the additional content that is being offered. Parenthesis naturally lead readers to examine the content because it is seen as a specific descriptor to what is being modified, in this case the original marketing mission statement.
What does your marketing mission statement say about your business? Do you even have one? Use these examples to develop your own unique statement and your mission will become something to which every potential customer will be able to relate.
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