Shoppers and audiences are becoming ever-more savvy about social responsibility. One of the most effective ways for a company to engage their audience is through cause marketing.
Cause marketing attempts to create a permanent association in the eyes of the consumer between the company and an issue. The selection of a partner or cause should tie to your mission, be important to your leadership, and connect to your corporate values.
The single most important factor when deciding on a cause is that it is authentic to your organization. Authenticity of mission plays a major role in the success of these campaigns. Effective cause marketing can:
- Help you differentiate your brand
- Address increasing expectations of social responsibility in business
- Appeal to sought-after demographics: moms, millennials, etc.
- Increase sales
- Attract and retain talented team members
- Improve corporate reputation and brand sentiment
- Provide heart-warming public relations opportunities
There are many ways to implement cause marketing once you have selected the issue or partner you want to support. A popular cause marketing event is participation in the series of Susan G. Komen Race for the Cure® events. Many companies sponsor the walk, have a booth at the event, or put together a team of employees to participate.
Our Target Marketing team loves to get out to the walk each year and we make sure to represent our brand at the event, helping to associate the company with the cause.
Participating in a community event, taking part in a corporate volunteer day, or putting together a team for a charitable walk are easy ways to dive into cause marketing and involve your team while expanding your brand. These types of opportunities allow for branded shirts, hats, visors, water bottles, booth giveaways, signage and more – all things that associate your brand with your cause.
We’ve put together a small sample of some items you can use to highlight your brand through cause marketing. We’ve selected Think Pink as our theme as we know many of our partners are gearing up to participate in a breast cancer awareness walk. Now’s that time to get your order in.
Let us know how we can help you connect your brand with your cause!
Let us know about the causes your passionate about and how we can help connect them to your brand!