A topic that has emerged in recent discussions with clients and prospective clients is cause marketing. This subject is of particular interest to me because of my role in developing the technology Synq uses to help clients leverage Local Marketing campaigns. In this post, I’ll delve into several frequently asked questions about cause marketing. If you have additional questions, I invite you to leave them in the comments section below this post.
What is cause marketing?
Cause marketing, also called cause-related marketing (CRM), engages profit-generating companies and nonprofits. Through successful cause marketing, both organizations gain exposure that enhances brand awareness. Cause marketing is not based on a donation; rather, the relationship between the corporation and nonprofit is mutually beneficial.
An example of cause marketing that is especially relevant today is Starbucks’ celebration of Earth Day—customers who purchase coffee or tea today will receive a free reusable mug. If you’re ahead of the curve and already have a reusable mug, you’ll receive a free cup of coffee. Starbucks is using a variety of media to promote this celebration, from blog posts to video to Facebook.
What is the difference between local marketing and cause marketing?
I’ve discussed Local Marketing in depth in our blog series on the topic, and define it as the strategy and actions that communicate to your customers in a manner, and with a message, that is relevant and meaningful based upon localized differences. The goal of Local Marketing is to drive favorable customer behavior as a result of this more targeted communication.
Cause marketing is one component of local marketing, as it facilitates a company’s community involvement. While every local marketing campaign is not a cause marketing campaign, many cause marketing campaigns are local marketing campaigns.
How do I get started?
If you’re a franchisor or franchisee, the following questions modified from cause marketing expert Paul Jones may be helpful as you choose your nonprofit partner:
- Does the program or organization’s mission have broad appeal?
- Will your customers know anything about the organization? If so, do they have a positive impression of the organization’s work?
- Does the program or organization have unique appeal?
- Does the program or organization have the support of influential franchisees?
- Is there a ‘fit’ with your company?
- Does the program or organization fulfill its mission well?
- Are they efficient with their resources?
- Can you promote your relationship with the organization in the media?
- Can they help you with promotions?
- Do you have budget or resources to help them produce and distribute campaign materials?
- Do they have connections in the markets most important to you?
- How will the organization acknowledge your store’s efforts?
In upcoming posts, I will expand on tips for getting started with cause marketing and dissect a successful example of a cause marketing campaign within the QSR/Fast Casual industry.
Do you have questions about cause marketing? If so, please let me know in the comments section below.
Loading ...