Doing Business That Matters
Ever since 1974 when Carr & Associates International, an organization owned by John Carr, started the first popular case of Cause Marketing, this phenomenon has continued to grow in leaps and bounds all around the world. Cause Marketing is simply explained as any marketing effort made for the purpose of social and charitable causes. It is also referred to as Cause-related marketing and it involves the mutual cooperation between a profitable and non profitable organization to promote various causes and business that matters.
I incorporate both Cause Marketing and Corporate in my company, Affiliate Mission. The difference is that the former covers a lot besides money donation while the latter is based on specific donations which are tax deductible. The benefits of this type of marketing to both the company, non-profit organization and the general populace are numerous. Below are convincing reasons that will encourage your company’s participation in Cause Marketing.
Very Positive Public Relations
The impact of a very good perception of your company by the general populace is something money alone cannot buy. This is because both your present & potential consumers and even workers will all be drawn from this general populace. In fact, a study in 2006 by Cone Millennial found out that more than 80 percent of Americans between the ages of 13 & 25 would pick a brand which is associated with a good cause out of different of such with the same function and cost. The same research also revealed that a large percentage of people covered by the survey would also prefer to work with a company with a well known good cause.
Improved Customer Relations
Relationship between people is always stronger and better improved when they tend to have more in common. Cause marketing by your company will give you the opportunity to have more than a seller-buyer relationship with your customers. You will give them more utility, by them having it in back of their mind that a proportion of their spent money is used on a good cause. Your company can even motivate your customers and engage them directly in these causes especially in ones that involve direct human participation. You will be surprised at how the graph of your company’s customer relations and satisfaction will soar in a very short period of time.
Additional Marketing Opportunities
This type of marketing also creates a very effective channel to market your business, products and services. Most times companies pick a cause which is related to the products or services they render. For example a packaged water manufacturing company can partner with the government agency responsible for water resources to help in constructing water plants in areas suffering from water scarcity. By this you can easily increase your brand awareness and visibility. You could use the organization’s name, logo and other insignia in your campaigns while the organization could use your own in their events, press releases, websites and lots more.
More returns to your company will come as a result of the improved public perception, better customer relations and the use of the additional marketing opportunities. Cause marketing might cost you a lot but it will sure gain you lots more. The American Express can testify to this, they recorded 17 % and 28 % increase both in new users and card users respectively as a result of their Cause marketing.
With all the points raised above, there is never a better time to engage your company in Cause marketing for business that matters. Tomorrow might be too late, the benefits are right there waiting for you to come and get them.
About Priest Willis, Sr
Priest Willis Sr. is President and Director of Affiliate Marketing for Affiliate Mission In Raleigh, NC.
Prior to starting Affiliate Mission, Priest worked over 7yrs as the Affiliate Marketing Manager and Business Development manager at BuyCostumes.com and Celebrate Express which won several affiliate awards including Commission Junction CJYou “People’s Choice” Award in 2010, 2011 and finalist for CJYou “People’s Choice in 2012. He also manages Lenovo’s Global Affiliate Marketing programs.
Outside the affiliate business, Priest maintains an active role in several community service organizations. He serves as Senior Pastor of Courageous Faith Ministries in Milwaukee, WI and teaches on leadership and legacy in the Jails and prisons. He is married to Monique Willis (17yrs) and has 4 children.