Cause Marketing isn’t a new idea, but it is gaining ground with the increasing reach provided by social media. October is Breast Cancer Awareness Month, and the cause marketing efforts surrounding this movement are incredible…so many companies have joined forces to promote awareness, many with the simple addition of a pink ribbon stamp on their products. So what is Cause Marketing and how can it help you? Watch on to find out.
Hi there, Laura Holloway from Vertical Measures and I’m here today to talk to you about cause marketing and what it can do for your marketing efforts. Cause marketing is not a new idea, but it is gaining ground with increasing reach provided by social media.
October is Breast Cancer Awareness Month and the cause marketing efforts surrounding this movement have been incredible. So many companies have joined forces to promote awareness. Many with the simple addition of the pink ribbon stamp on their products. I’m sure you’ve seen it. So, what is cause marketing and how can it help you? Let’s take a look.
Cause marketing or cause related marketing provides a mutually beneficial partnership between a business and a worthwhile cause. The two organizations combine their assets. It works because of a very basic principal: people helping people. Cause marketing makes it easy for people to help people because it cuts the middle man right out allowing a portion of the proceeds to go directly towards the cause. 91 percent of consumers, globally, are likely to switch brands if they think that their money is going towards a cause.
Just take Toms shoes, for example. Toms shoes; when you go to buy a pair of shoes, everyone needs a pair of shoes, so why not get a pair for yourself knowing that there’s another pair going to someone that needs it. Toms gets a lot of free marketing and promotion for his business, but there’s also a nice end goal in that a child gets shoes that normally would not have had them.
How can you add cause marketing to your marketing efforts? It’s actually easier than you think. Here’s some examples.
- You can sponsor a water drive or canned foods drive within your organization. Promote the event through social media outlets weeks in advance and follow up after the event with pictures and success stories via social media and blog posts.
- Sponsor a blood drive within your organization or partner with other offices within your complex or neighborhood. Offer a discount to those who donate or promote the event through their own sites and share the event through social media with an infographic or another type of alternate content. Something that tells more about blood drive services while also outlining that you have done some good for the community.
- Partner with a nationally known charity. For a set amount of time, offer to donate a certain percentage of sales to their cause. Interview someone at the charity for a blog post or share pictures through social media of those individuals who are being helped through the cause.
- Make it easy for others to participate in fundraising by inserting a donate here box on online order forms or asking customers if they would like to add a dollar or two to their total bill at check out in stores. Tweet out the total number of donations each day or even tweet out the names of those who donated.
- Encourage social media sharing and liking of the cause by posting a video or image for the cause and promising a certain number of cents or dollars per share or like. It’s also important to remember that the charity or cause for which you are championing will probably link to your business on their own site providing an organic link for your business, naturally. It’s a reciprocal link and it’s a win-win.
No matter what you do, make sure your efforts are:
A. Authentic. How does this cause fit in with your company’s brand or values?
B. Transparent. Make sure people know exactly where their money is going.
C. Make sure everyone in it can find some benefit; the company, the consumer, and the cause.
Cause marketing is nothing more than finding a way that your business can help a cause and finding a creative way to promote it. Everyone wants to help someone else and cause marketing offers a way for your business to help a cause, while also providing a powerful boost to your visibility and overall consumer approval.
It feels kind of nice when marketing is for a good cause, so go out there and make someone’s day today. Thanks for watching.