Today’s consumers are more socially conscious. They choose brands that work to make the world a better place. Cause marketing goes beyond traditional corporate social responsibility to assist you in positioning your business as socially responsible and a positive contributor to society. Three things to keep in mind when building a cause marketing campaign:
1) Authenticity is key.
You must select a cause that supports your brand’s core values. Avon’s “Breast Cancer Crusade” echoes the company’s values, which encompasses the well-being of women. The cause aligns with the company’s mission and connects with Avon’s customers.
KFC’s “Buckets for a Cure” cause marketing campaign did not coordinate with the fast-food chain’s values and ended up being detrimental to brand image. Consumers felt the campaign was a sales gimmick rather than a true concern for women’s health.
2) Integration is an everyday effort.
The needs of your nonprofit partner should be fully integrated into all marketing endeavors. It’s no longer enough to just sign a check. The success of the “(RED)” campaign and its fight against AIDS is in part due to how big-name organizations such as Coca-Cola, Apple and Starbucks seamlessly merged the foundation’s visions and goals with their own.
3) Are you talking to me?
As with any PR or marketing initiative, you must understand your target demographic. The audience for your cause marketing campaign may be more narrow or broad than your traditional customer demographic, so it’s important to do the research and get to know them.
Cause marketing is about selecting a cause that resonates with your brand, integrating the cause into your marketing efforts, and talking with the right audience. Doing these three things will ensure that you and your cause partner achieve the campaign’s goals.
Want to learn more about cause marketing? Download Vocus’ free guide “Boost Your Bottom Line With Social Good: The Case for Cause Marketing.”