Almost every conscious American citizen has dealt with a form of Cause Marketing in his lifetime.
The term “cause marketing” refers to the efforts put in by non-profit entities to promote a social cause. An example would be a campaign to highlight health concerns for women during the Breast Cancer Awareness Month (BCAM) of October.
If you are a business owner, you can do your brand a world of good by associating with a cause and contributing to the local community. The 2010 Cone Cause Evolution Study* shed some positive light on Cause Marketing and the benefits it holds for businesses:
- 85% of those surveyed said they associate a positive image with a company that supports a cause.
- 80% said they would switch brands in favor of a company that supports a cause, provided the company offers products in the same price and quality bracket.
Here are some business-oriented benefits brought about by cause marketing:
1. Customers appreciate genuine concerns: Let us suppose that you sell apparel for women. By launching a breast awareness campaign, you will able to strike an emotional chord with your consumers. Your consumers can spot genuine concern from a distance and will appreciate your efforts.
2. Branded giveaways: Add promotional products like t-shirts, caps and calendars to your Cause Marketing campaign. Imprint your logo and message on these items. You can either give them away free or put them on sale, with proceeds going to charity.
3. Coverage in the Press: Campaigns for causes are capable of generating considerable publicity for your business in the press. This will help to bring focus on your business and services.
The next time you are planning a marketing campaign, think about a cause that needs publicity in your area. Get associated with it and earn goodwill for your brand. Add promotional products to the mix and gain increased visibility for your brand.
* The Cone Cause Evolution Study is America’s sole authority on Cause Marketing statistics.