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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

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