When a company markets a product or idea and it is associated with a good cause the loyalty customers give is far greater. In a study conducted by Cone Millennial in 2006, 89% of Americans aged 13 -25 claimed they would change from 1 brand to another if it was priced similarly and associated with a good cause.
Cause Marketing Example
One of the most popular ways to develop a business tie with you and your products is with social-marketing. Social marketing and cause marketing work very well together. For example on Facebook many tend to get caught up in cause groups. A recent group I join was a very sad story about a puppy dog getting hacked up in many pieces (you will need to login to view it). The cause was a petition to the Australian courts for maximum penalty to the ruthless perpetrators. The descriptive article really describes every gory detail. Currently the group entitled “PUPPY HACKED TO DEATH IN QLD… HAND DOWN THE MAXIMUM PENALTY!” has 143,517 members. The word spreads like wildfire amongst friends and friends of friends!
Direct Marketing with a Cause
What’s your average response from your last few direct mail campaigns? 1% maybe 2% or maybe even 3%. Now I double dog dare you to try your next direct mail campaign tied to a good cause. You will be pleasantly surprised to learn your response rate will be multiplied many times over. Not only that, people tend to remember a brand depending on the strength of the partnership. A worthy cause can enhance brands for companies in a very positive light. Data shows that cause-related marketing that focuses on certain lifestyles of individual groups is a huge brand builder every time. Whether you are donating a penny or a dollar with your purchase, you know it will be given to a good cause so their is added inspiration to move forward. Your beliefs and integrity will likely lean towards making this product your passion station.
Improved Consumer Response
It’s statistically proven that being a do-gooder is great for your business. Choose a non-profit organization for your business that is a good, complimentary cause. Common causes include AIDS, nature conservation, torture prevention, education, our children and planet-conscious ideology. Remember that consumers are more charitable when they know it is going towards a good cause. Consumers want to do business with companies that stand for something good. It doesn’t matter if their wallets are tighter, people still have to spend, and when added benefits are in the marketing picture they will influence consumer response statistics.
Is Cause Marketing For You?
Is it time for your business to step up to the plate as a social responsibility? Of course it is… especially when it comes to brand awareness. The credit card company American Express made 1 cent donations towards the Statue of Liberty every time a cardholder used their card. What happened was new card holders grew by 45%. Additionally current card holder transactions increased by 28%. When all was said and done the campaign raised $1,700,000 towards the repair of the statue.
You are likely going to squeeze more juice out of your fruit with a cause marketing plan. This is because “you care”, that’s what the general perception is.