Engage Cause Marketing to Promote Small Businesses

Posted by: Today's Tip Contributor on October 8, 2010

After my own battle with prostate cancer, we aligned our company over the past year with breast cancer awareness in a cause marketing campaign. It opened a new sector of sales for us in the first half of 2010. Launching a cause marketing campaign is an approach that can be employed by any company’s donation of a service or product. But what cause and approach are right for you? Here are some questions and pointers to consider:

1. What cause or issue is best for your company to support, in relation to your company’s culture, products or services, location, or passion?

2. Can your company take a grassroots approach to forming partnerships, or does it have the ability to align itself with a single major cause brand or issue?

3. Who should recognize your company as a partner in your chosen cause? Are you intending to reach a market of fellow philanthropists or advocates within your cause, or a wider public? The cause you choose should be also guided by this question.

4. A cause marketing campaign is a long-term effort that may not result in quick sales for your company.

5. Your campaign can take shape in many ways. Starting small—perhaps by forming a team for a benefit walk or run under your company’s name—can be a great way to test the waters.

Don Roth
Chief executive
AmpliVox
Chicago

Post a comment

 

About

Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.

To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.

BW Mall - Sponsored Links

Buy a link now!