Cause marketing has been around for years. However, it will not be surprising if you just heard of the term recently. It was introduced back in 1976. The idea behind cause marketing is to give back to the community. Your brand has to be seen to give equal weight to both societal interests and business interests. But how do you run a successful cause marketing campaign?
Although cause marketing has been around for decades, there is a new change today where consumers are demanding more from businesses. The slightest mistake or neglect can cause your campaign to fail. The purpose of this post, however, is to help you understand what you need to give priority to and what you should not do.
1. Start with a thorough homework
To appeal to your target audience, you have to show them that you understand their plight. This will only be possible if you take the time to learn more about them. The best tip you can get, therefore, when preparing your cause marketing campaign is to do your homework.
You need to take a look at the non-profits that are related to your business and ones that are worth supporting. Studies have shown that campaigns that are related to the business are the most successful. A good example is where alcohol or petroleum companies promote designated driving. Pet Food Company can also support the no-kill animal shelters. The idea is to always pick a cause that is somehow, if not directly, related to your business.
Even so, prior to picking a cause, vet it carefully. You have to ensure that promoting it will not tarnish your business. You also need to take a look at the reputation the cause you are considering has mustered over the years. Simply put, take the time to learn more about a cause before joining it.
2. Pay attention to what your brand is about
As aforementioned, the important part of running a successful cause marketing campaign is to ensure the cause is related to your business. This is, however, not the only thing you need to consider. When partnering with the non-profit companies, determine whether the partnership will make sense.
When you pick a corporate partner, give them a seat at the table. You will also need the help of a consultant that deals with cause marketing. The goal is to fully understand what the non-profit does and what they will expect from you. This will not only show good faith but also give you some insight into the cause since the non-profit understands the objectives of the cause better.
3. Don’t leave your employees out
When embarking on any cause marketing campaign, your team must also be on board. You don’t want to do everything on your own. You first need to discuss with your team the causes that are most important to them. You will also need their motivation and engagement once you select a cause. You will also need to allow them some time to contribute to the cause. For example, you can give them an hour every week to do some volunteer work.
You will need expert help when executing your cause marketing campaign. You will most need to consider SEO services use. These will help with all your online marketing needs. A good company will assist with the planning, execution, and management of your campaign.
4. Manage the expectations
Most of the causes you pick are not a one-time thing. They require both commitment and dedication. A mutually beneficial partnership may be required between the non-profit and your business. If you have done your homework on what is needed, then the proposition will be less surprising. Make sure you understand the requirements of a cause prior to joining it.
Every successful campaign involves planning and execution that is done as a partnership. The whole thing should not be one-sided. The parties involved need to have a stake in the endeavor. Understand the milestones, deliverables as well as the ROI. All this needs to be agreed upon. Understand the goals of the non-profit as well as what you wish to achieve at the end of the day.
5. Prepare for the unexpected
When it comes to the cause marketing, you have to plan for the best and expect what comes. The partnership may fail and when this happens, your business needs to take responsibility else your reputation will be tarnished. If you realized the non-profit is not doing enough, don’t be afraid to be ready to pick up the torch from them. You must also not be afraid to let your audiences know when you make a mistake.
Conclusion
Cause marketing is still a developing industry and it can be beneficial to your business. The most important part is to make sure that you do your research and join a cause that is related to your business. You need also to pick something you feel passionate about.
This article is written by Selina Jenkins. She is a renowned and experienced IT expert in the field of using different social media platforms for marketing. She has been involved with SEO services New York and is therefore better placed to advice on matters marketing on any online platform. To know more visit her site.
