In this generation of internet and information, people are now very well aware of business operations that were once a secret. Besides being knowledgeable, people also care about these topics, and the majority believe that brands must indulge more in addressing these societal issues.
So now that businesses have to compete for more than just price and quality, this area is a sparkling opportunity to stick up for a cause, do something good, and who knows this might end up giving you an additional bonus!
Moreover, the majority of consumers admit that it is probable for them to switch to a brand that stands up for a good cause, given the same price and qualities. Consumers are also likely to purchase a product possessing environmental or social benefits given a chance.
Therefore, cause marketing (or cause-related marketing) is not just an excellent opportunity to create this world a better place, but it serves some genuine business goals too.
What Is Cause Marketing?
Did it ever occur to you to support a good cause like a charity or social issue for more visibility in the market, along with doing some good deed?
Cause marketing has become a big deal among large brands. More and more brands are now standing up for societal issues.
Cause marketing or cause-related marketing refers to the instance when a brand sticks up for a social issue or a charitable cause and acquires marketing advantages from it. Businesses engage in cause marketing because doing so can help them gain more customers as well as increase their customer retention rates.
Points To Consider For A Successful Cause Marketing Strategy
So, the question arises how you should begin with cause marketing? Your strategy will depend on three things – your industry, your brand, and your business goals. Although, there are some basic points that you must consider for a successful cause marketing strategy.
- Select a cause that you believe in
Your strategy will work best if you as well as your employees believe in the cause and want to support it sincerely. If your employees feel confident about the concept, they will work harder and contribute more passionately. As a result, this combined energy will be demonstrated in your work.
- Look for a related cause
Apparently, there are many examples of random collaborations that have worked out very well for the companies. Although, your cause marketing will resonate as more real and authentic if your cause is relatable to your brand in some way or the other.
For example, if your company makes notebooks, you can take a stand for social causes like educating the girl child in rural areas. This aligns more with your brand, and therefore, it will come across as more genuine.
- It’s not all about the money
Undoubtedly, money is a basic necessity and essential for everyone. But sometimes, it’s not just about money. Contributing your expertise and time can be equally valuable in cause marketing. Consumers strongly believe that it is not just about raising funds but raising awareness too. You can get your employees to volunteer for giving their time, communicating about the cause during special events, or directly getting involved in supporting the cause.
As in the above example, contributing money to educate the girl child is a very generous step, but if your brand gets more involved in raising awareness about this, they can educate people. Moreover, your company will come out as its genuine supporter, bringing your brand in a positive light and thus serve the purpose of marketing.
- Team up with the non-profit
While it seems fair enough to believe that any charity or non-profit organization would accept funding and exposure with open hearts, collaborating with them will help you build the most effective strategy. Since they have been working on the cause for a long time, you can get some tips on making your involvement helpful for the cause.
- Give importance to social media
To make your cause marketing campaign a successful one, you may want to create some engaging, informative, yet interesting multimedia for advertising on various social media platforms. This will help you reach a wider audience and keep them engaged with your brand.
- Celebrate your success
Lastly, behind every marketing campaign, there need to be some established milestones. However, do not forget to celebrate whenever a milestone is achieved. Let your audience know about your progress. Also, interact with them by telling them the reasons you are sticking up for the cause and how you plan on moving forward with it. Celebrating your success will not only motivate your employees to give their best but will also keep the audience updated about your achievements. But do not just stop there, you have a long journey ahead of you!
Well, this was all about cause-related marketing and points to consider while developing a strategy for your brand. You must understand that even though your business is getting more marketing visibility, at the end of the day, you are doing something good for the society you live in. Your contribution is eventually helping people in need. Cause marketing is also turning out to be a great way to make this world a better place for others. And gaining some profit out of all the efforts you are putting in the campaign is valid!
Let us know your views and experiences on cause marketing by leaving them in the comments below.