Consumers want to what you sell AND who you are. Any
organization that is wanting to stand out, needs to stand up. Utilizing cause marketing is a great way to
stand up for a cause that aligns with your organization and stand out from your
competitors.
Cause Marketing Defined
Cause marketing can only be executed successfully if it is
embraced authentically. This type of
marketing allows a business to promote a social cause to showcase social
responsibility (and humanity) to customers. Companies provide customers with
additional value by supporting philanthropic initiatives important to the
consumer and the brand, fostering brand loyalty, and a sense of purpose beyond
consumerism:
However, if there is no plan or cause strategy, consumers
will know. The marketer must explain the
WHY. Just like you should know the why
of your organization – why you do what you do and why consumers should buy from
you – so should you explain the why behind your cause affiliation.
THE RIGHT MESSAGE AT THE RIGHT TIME
Countless businesses have successfully leveraged cause
marketing to boost sales by showing customers that they care about social good.
Their success comes from focusing their message in ways that are both
compelling and relevant to the social issues consumers care about and that the
brands support. Authenticity is of vital importance. No jumping on the band wagon just to jump.
In every regional, national or global event or movement,
brands should evaluate ethical and brand perception when deciding how to show
up. Does the movement align with the core values of the company? Does your team
believe it has a moral role to play or an ethical obligation to participate? Consider
your action and communication plans from a place of authenticity.
WHY CAUSE MARKETING MATTERS FOR YOUR BUSINESS
The experience of countless businesses shows cause marketing
can help companies to achieve many of their principal marketing objectives,
such as increasing brand awareness, customer engagement, and sales, while also
following their ethical values. In fact, for many companies that effectively
embrace cause marketing, it can be a game-changer for their business.
·
Consumers want to purchase from businesses that
share their values
·
Consumers want to spend more with businesses
that are engaged in social good
·
Consumers buy from or boycott businesses based
on their position on key social issues
·
Consumers want companies to take a stand on
social issues
HOW TO USE CAUSE MARKETING
Businesses, large and small, that launch highly successful
cause marketing campaigns take the time to understand what causes their
customers care about most. Their success can also be attributed to using best
practices for their campaigns and in their dedication to being authentic to
their company values.
Yes, every business is different, with varying customers,
goals, and marketing challenges. Cause marketing works best when a company
abides by a playbook that employs the following strategies:
1. REINFORCE THE COMPANY’S “BRAND PURPOSE”
Your brand purpose is your business’s reason for existing,
rather than solely for making a profit. For example, Amazon expresses its brand
purpose in its mission statement, ““To be Earth’s most customer-centric
company, where customers can find and discover anything they might want to buy
online, and endeavors to offer its customers the lowest possible prices.”
For your cause marketing campaign to succeed, it’s important
to clarify what your brand purpose is, and then espouse causes that reinforce
that purpose. The causes you support may change some as public opinion shifts,
but your brand purpose should remain steadfast. The key is to align causes you
back to your brand purpose in compelling, resonant, authentic, and transparent
ways.
2. BE AUTHENTIC
Today’s consumers are savvy—they can instantly spot
messaging that is forced or fake. Messaging that comes across as fake or
inauthentic will negatively impact your brand, rather than elevate it. That can
be a costly mistake for marketers, especially when a business advocates social
causes that their customer base cares about.
When it comes to cause marketing, the end most definitely
does not justify the means. If you don’t care about the cause you claim to
support, your customers will know. They
will repay you buy paying your competitors or complaining within their
networks.
3. ENCOURAGE SOCIAL MEDIA PARTICIPATION
When customers care about child abuse, animal welfare, climate
change, or social justice, they want to do more than stand on the sidelines.
The businesses most successful with cause marketing are those that resonate
with their customers and encourage active participation from them.
One of the best ways to do that is by leveraging the power
of social media, the natural vehicle to promote meaningful exchanges and
conversations. When you ask your customers on social media to help you help
others, they feel good about themselves and, by extension, about your business.
A cause marketing campaign can take your business to the
next level, if it is done the right way. When your company truly care about
more than profit, customers and prospects will take notice. You can capitalize on this by effectively
differentiating yourself from your competitors and give the public a compelling
reason to buy your products and services.
Remember, any marketing concept is only as good as the execution
of it. To succeed with cause marketing and approach it thoughtfully, make sure
t
he cause you support aligns with your brand, is authentic and leverages the
power of customer participation through social media (and word of mouth). If you’d like to learn more about how cause
marketing can help your business or help determine which cause would best fit
your mission, contact SK Consulting today!
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