Column by Janine Popick, Inc.com "Girl Power Female CEOs" September 6, 2011
If your company is giving back in one form or another, then good for you! Our communities need our help above and beyond the fact that we're creating jobs. And one easy way to give back is through cause marketing. Cause marketing, simply put, is when you entice people to do something and when they do, you'll donate to a cause. A few things happen as a result of this; people like to patron a business if they know that it gives back to worthy causes and the community, and it could be a great generator of "buzz" for you, hopefully increasing overall sales.
Bottom line is that your customers might be looking at what your business stands for. If you offer a similar product or service as a competitor, the cause that you choose just might be the thing that pushes them to choose your business over the competition. So, it's never too late to get yourself active with a non-profit partner you believe in. Here are four steps to kick-start a cause marketing campaign for your company.
1. Identify your cause. You might want to ask your employees what they care enough to want to get behind. Or pick something that has had an effect on you in your life.
2. Determine how much you can afford to give away. Make sure you include in your budget how much you'll be giving away to your cause. You certainly want this to benefit your business, not hurt it.
3. Market your cause. If you've got a retail store, make sure you have proper signage about your cause in your store window and around your property. Print it on all materials and display it prominently on your website. Make sure the cause you're supporting knows about it, too; they may even do some promotions around it.
Here are some ideas that are easy to implement:
Ingrain cause marketing in your company and it could be a big boost to business, a boost for your cause and a boost for employee morale for years to come.