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So much
has been written about this topic but few truly know how to make
it work so everyone wins.
Cause-Related Marketing has been defined as a situation where a
company partners with a specific cause or organization, and
contributes money, time or services to an organization or event
in return for the right to make publicity or commercial value
from that involvement. The corporate benefit is generally less
overt than in a sponsorship arrangement.
Embracing a cause makes good business sense. Nothing builds
brand loyalty among today's increasingly hard-to-please
consumers like a company's proven commitment to a local
cause/non profit/charity. Other things being equal, many
consumers would rather do business with a company that stands
for something beyond profits.
Cause-related marketing can become a cornerstone of your
marketing plan. Your cause-related marketing activities should
highlight your company's reputation within your target market.
Cause-related marketing can positively differentiate your
company from your competitors and provide an edge that delivers
other tangible benefits, including:
· Increased sales
· Increased visibility – in turn building you or your
company as a “brand”
· Increased customer loyalty
· Enhanced company image
· Positive and FREE media coverage
By choosing a cause you are passionate about, cause-related
marketing is incredibly fulfilling. It's a way to merge your
profit center with your community commitment and build a
business that mirrors your values, beliefs and integrity. If
your cause also resonates with your target market, your
activities will generate tremendous goodwill and media
attention. Imagine getting “free advertising” just for
supporting a cause you believe in. It’s the epitome of
“win-win”!
There was a plastic surgeon who became a media darling with a
thriving practice due in part to his high-profile pro bono work
in his community, a strategy that landed him radio and TV
appearances in and around the town he worked.
This surgeon established partnerships with local charities,
including a homeless shelter and a shelter for battered women,
and offered free services to their members. Before each event,
he contacted local media and let them know about his
involvement. Several TV crews showed up, video-taped him, and
later aired the segments on the morning, afternoon and evening
news.
As we all know, local television news stations love the
emotional element. And it was obviously rewarding to see
patients after they had been treated. These grateful patients
would go talking about how glad they were to be relieved of
their pain, disfigurement, etc.
This plastic surgeon’s TV appearances and news articles created
name recognition which in turn led to his becoming a “brand”
name. The charity benefited because their constituents were
helped free of charge and as an added bonus they got more
donations because their name was in the news.
So what are YOU doing for your community? One doesn’t have to
be a plastic surgeon, cosmetic dentist or lawyer to provide free
services and/or donations to a genuinely needy cause. That one
tactic could be the very thing that gives you a leg up on your
competition AND serves members of the community. If we all did
it, our non-profits would never need another fundraiser.
Thanks for reading.
Mary Ann
McQueen Butcher
Red Carpet
Marketing, LLC
www.LVRedCarpet.com
702
994-7282
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