There’s a lot online these days about Cause Marketing, but also some confusion about what is meant by it. Wikipedia notes it as “Marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.” Basically, it’s a business taking on a cause as a means to advertise themselves and further the cause at the same time.
This concept has already become competitive in the sense that a lot of companies are doing it. And you know what? There’s absolutely nothing wrong with that! The more money that companies spend on spreading the word about a cause, and making more of us aware about such causes, equates to education, health, and social consciousness for all. 😉
The world of online marketing has certainly benefited from this trend. There are even advertising agencies that specialize in cause marketing, and good for them! What we take from this, as a community-based marketing firm, is simply that we will continue to do what we’ve always done, and that is to encourage our small business clients to tell their stories. Their stories are often fueled by a cause or take inspiration from a cause. And this information can be used as an incredible marketing tool. Any information that can be shared with customers to show that your company has heart, and wants to make a difference in our world, resonates…plain & simple.
As an example of the success of cause marketing, here are a couple of high-profile campaigns:
Patagonia’s “Don’t Buy This Jacket” Common Threads Initiative, to reduce, repair, reuse, and recycle their clothing, which in turn alleviates landfill waste in the U.S.
Mastercard’s “Start Something Priceless” campaign, with which each goal scored by Argentinian soccer player, Lionel Messi, or Brazilian soccer player, Neymar, Jr., would convert to a monetary donation to the World Food Programme and provide meals to 10,000 children.
We are huge believers in the correlation between small business and causes. Most small businesses can easily identify a cause that aligns with their values and that can be crafted into a cause marketing campaign as well. This idea is not too lofty for a smaller company, it simply takes some creativity and good advice.
Our hope is that this article inspires you. We encourage you to use the same basic concept that these very large companies did. It can only lead to better engagement with your customer. And the added benefit, of course, is this happens while doing good for the community!
Have questions on how to put this into play with your business? Let us help! Reach out now.