Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

Product Launch and Promotion Services

Product Launch and Promotion Services

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

Social Responsibility & Welfare of Customers

Critics argue that corporate social responsibility (CSR) distracts from the fundamental economic role of businesses. While brands are incorporating social responsibility efforts into their marketing communication strategies, media and industry critics have accused companies of greenwashing human rights and environmental issues. Others argue that social responsibility efforts are an attempt to impose self-regulations and preempt the role of governments as a watchdog over powerful corporations.

Greenwashing

Critics of social responsibility often accuse corporate brands of “greenwashing. ”

Despite these accusations, mega brands such as Walmart and Coca-Cola have built social and environmental programs into their overall business agendas. Recent scientific data pointing to climate change and dwindling natural resources, as well as concerns over human rights, have promoted companies to recognize its societal role and act to benefit society at large. It has also been a marketing exercise for business-to-business and consumer companies, as they strive to educate stakeholders on their social responsibility efforts and initiatives. Social responsibility has thus become part of the latest management strategies where companies try to create a positive impact on society, while strengthening their brand image and doing good business.

Social Responsibility

For example, a large information technology (IT) firm can produce IT products that enable instructors in the United States to teach online courses to students residing in poor and developing countries. Developing energy-efficient products made with non-toxic and recyclable materials is another way that brands can generate profit while considering the welfare of society and the environment. In other words, social responsibility drives organizations to discover and satisfy the needs of customers in ways that also provide for society’s well-being.

Customer Health and Safety

Ensuring that industrial factories and production sites create safe and reliable products is integral to the trustworthiness and ultimate survival of a brand. Since the beginning of the 20th century, there has been a concerted effort in the United States to implement consumer protection laws related to food, drugs, and cosmetics. The emergence of consumerism during the 1960s intended to increase consumer influence, power, and rights in dealing with corporate institutions.

Today, many of the ethical issues arising from consumer health and safety concerns have led to practices that prevent or reduce the frequency of unethical behavior in companies. Organizations are expected to have a “code of conduct” or set of ethical policies that help guide employees, partners and suppliers in safe, legal, and fair business practices. Though organizations establish corporate ethics policies to facilitate the process of recovery in the case of an ethical scandal, it also serves to promote ethical standards throughout the organization. Marketing organizations communicate these values by developing campaigns and programs designed to influence behavior that improves both the consumer’s personal welfare and that of society. From providing free leaflets offering “green” tips, to advice on how to safely dispose of electronics, social marketing is fast becoming a competitive advantage in global business.

Source: Boundless. “Social Responsibility and Welfare of Customers.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/the-importance-of-marketing-22/social-responsibility-and-welfare-of-customers-130-7313/

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