Marketing Your Brand on a Cause Related MissionBy: Anish V. Koshy
Does your brand's reputation and profile hinge on your advertising, public relations and marketing? Do you have a game plan to add value and income sales outside of sales?
Tie in with a cause and watch your business take wing.
Cause related marketing works by integrating the core trading objectives and activities of a business with the needs of a particular cause or charity. When done well, it provides a win for the charity or cause, a win for the consumer and other stakeholders and a win for business. It makes commercial sense. As it delivers greater benefit more than anything else a company can do and can achieve through a wide range of marketing, fundraising and social benefits.
This enhances reputations and profile, builds relationships and loyalty, adds value, demonstrates the organizations' values, supports existing programs and provides resources. It also has the potential to maximize sales, value and income.
It is about using marketing money, techniques and supporting worthwhile causes whilst at the same time building the business. It is a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit.
Why should an organization use this method?
With the change in the global economy, organizations play an even increasing role in community and have a greater impact on society. People in the dual role as consumer and citizen will expect companies to use their power and influence wisely to meet the needs more effectively.
Its about corporate responsibility. It enables an organization to build loyalty amongst the shareholders, develop strong global partnerships and relationships with the government, enter new markets, generate positive publicity.
What are the general business drivers that relate to this mission ? It could be to build corporate social responsibility and citizenship. Or to build or reinforce reputation or image. Or demonstrate organization values.
How should an organization ideally proceed with a cause related marketing mission? Some of the key success factors to a memorable cause related mission are given below:
© Copyright 2001 Anish V. Koshy
|Other Articles by Anish V. Koshy|
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.