The case for cause marketing has never been stronger: increased sales and market share, increased ability to attract, motivate and retain employees, improved corporate reputation and a strengthened brand position. All in all, a pretty solid set of reasons for getting your cause marketing strategy set.
It’s been 40 years since the first cause marketing campaign and nearly 35 years since American Express pretty much coined the term with their now infamous campaign to restore the Statue of Liberty. Since then, social responsibility as a marketing strategy has not only come a long way but the sophistication and popularity of cause related marketing is, if you’ll excuse the pun, cause for great optimism.
Being profit driven and remaining focused on the bottom line is a mainstay of any business but that needn’t be at the expense of consumers burgeoning expectations (and executives’ growing desire) to make the world a better place. There’s no reason why these should be mutually exclusive objectives; in fact, there’s lots of great reasons why they shouldn’t be.
Dig out the right insights, set a well focused plan and find a relevant partner, and you could be sharing a few great stories and benefiting from the good in no time.
Standing for a cause, will put you in good stead with your customers and that matters when the competition are hot on your heels.
Here are a couple of our recent favourites and excellent examples for other businesses to consider and model:
Ben and Jerrys – Ice Cream for Change