In 1999 I participated in my first American Cancer Society Relay For Life event and I saw first hand the great work that The American Cancer Society was doing, and here I am 18 years later still involved and leveraging my involvement to build my brand and increase my revenue. As I reflect back on my involvement with this cause I ask those reading this what is your cause and how are you utilizing it to market and grow your business? So many business owners that I speak to are not aware of the power that cause marketing carries. Many people I speak with about supporting a cause tell me I am not interested or simply reply with a no. Their shortsightedness is leaving opportunities to increase revenue on the table. An example of this occurred the other day as I reached out to a company that makes beer mugs to donate a mug for The Points For The Cure Football Edition Fundraiser.
In looking at the flier you will notice that the event is happening at a local pub during a football Sunday. Now think about it you own a beer mug company you send a mug to be used as a chance drawing prize and you gain exposure to the audience that will attend, and also all those that I reach across social media when I give you a shout out and you are going to say no, and then wonder why your sales are down? One reason could be that you are not seeing the forest through the trees and not realizing that working with someone who has been using cause marketing effectively for over 40 years can benefit you.
When I wrote away to www.gemsandtrinkets.store to assist with the effort to create a world with less cancer and more birthdays they were very receptive and sent two of their replica championship rings. In return, they have received many shout-outs and mentions from me across social media and in my blogs. In helping me with my cause they now reach the audience that is following me and as a result, may sell more rings because they were open to the idea of supporting a cause. Many businesses have stepped up to help Relay For Life over the years and have benefited as a result as they have reaped the many benefits that come with cause marketing such as brand recognition and increased sales.
The key to cause marketing is to find the cause that you are passionate about that your current and future customers can relate to as it will drive business when your cause is shared by others. It is then important to have a strategic marketing plan to incorporate your cause into so as to let people know what you are doing to help others. You should also include all your cause marketing on your website, in social media campaigns, and in electronic and printed marketing programs. The fact is people like to support businesses that they perceive as supporting the community. The first thing I do when I go into a business is look to see what plaques are on the wall from various organizations. If I see they have supported a cause that I am involved in like Relay For Life, I am more apt to do business with them. If I see they sponsor youth sports I am more inclined to spend a few extra dollars knowing they are giving back to the community. The point here is tat cause marketing works so it is important to be open and receptive to supporting causes that you believe in and letting it be known that you are supporting these causes.
When adopting cause marketing as a strategy to build your brand and increase your revenue it is important to find ways that it is mutually beneficial to everyone involved. In the month of October we witness a lot of examples of cause marketing as many companies go pink for breast cancer awareness. Many that adopt a campaign for October see an increase in brand awareness and revenue as a result of an effective marketing campaign that puts their product or service on the top of the mind of the consumer. It is important to find ways that you can support the community and grow your business at the same time. The opportunities are amazing.
If you need assistance in creating a cause marketing campaign please contact me at rd1299@aol.com or follow me on twitter @jdogglederman. Remember promotion is the key. The more people that know what you are doing the better your chances to increase your revenue.
