How To Implement Cause Marketing Strategies
It may seem hard to believe because temperatures are still in the 90s across the country, but the holiday season is right around the corner. What does that mean? Gifts, family, chilly weather, maybe a couple extra pounds… and cause marketing.
That’s right, cause marketing is more important than ever. Why? Research shows that consumers choose companies that support causes over companies offering similar products that don’t. According to the 2013 Cone Communications/Echo Global CSR Study, 91 percent of consumers “are likely to switch brands to one associated with a good cause, given comparable price and quality.”
We’ve compiled a quick list of tips and reminders for companies looking to align with a cause this holiday season:
1. Choose the right cause for your brand
It’s important to keep the values of your company in mind when choosing a nonprofit or charity to align with. Find something that’s a natural fit, a seamless extension of what your company already does. This gives you the chance to remind customers and inform potential customers of your company’s values.
2. Don’t worry about being perfect, just communicate
Customers are highly attracted to companies that align with a cause. And beyond that, according to a Cone Communications study, social media is an important way to show consumers how your company is contributing. Consumers want to interact, and respond best to a combination of “traditional and new media channels,” according to the study.
3. Check out great examples of what’s been done to get ideas
Design a unique campaign that works both for you and the cause. For example, Hanes started the #HanesForGood campaign that aligned with The Salvation Army to get socks to people struggling with homelessness. Hanes identified an under-donated item and worked to meet the need. Hanes created videos on Vine and shared them on Twitter to present the campaign in a powerful way.