As a brand, you don’t just want to sell and amplify your message to the void. You want to move consumers and inspire action to boost your sales as well as cultivate brand loyalty. But with all the distractions in the world today, not to mention other brands competing for your target consumer’s attention, how do you rise above it all? How can your brand inspire action?
According to the Blackbaud Foundation, 85 percent of consumers expect businesses to do more than just make a profit; they also expect them to solve social and environmental challenges. Furthermore, 87 percent of customers would buy a product if the company supported or fought for a cause that they care about. This is where cause marketing comes in.
You can tie your brand with a cause or issue to get both financial and social rewards with cause marketing. This strategy can appeal to like-minded fans, potentially converting them into lifelong brand advocates, boost employee morale, and differentiate you from the competition. Here are some more tips on how to leverage cause marketing:
Supporting a cause should be a sincere act for your organisation. You shouldn’t do cause marketing just because you want to gain profit but because you’re passionate about a cause and believe that you can do something about it. Whether you have a personal or professional connection to a cause, it should be obvious. Otherwise, people will perceive you as fake. Perhaps you’ve overcome the lack of educational funds when you were in university. Supporting the American Cancer Society might be an excellent fit in such instances.
As a business, you can also opt to listen to suggestions from customers and rally behind the cause they care about. Demographic research is essential to any marketing strategy because it informs strategies that make target audiences feel something. Customers are more inclined to take action and, ideally, return for more when they feel something — whether it’s uplifted, offended, or captivated. It also enhances your brand in a way that makes sense for your current audience.
A cause marketing strategy requires dedication from start to finish, so be sure your organisation has the time and resources to carry it through. If it’s a very hectic season, and everyone is juggling a million things, it’s a good idea to put the campaign on hold until things calm down. Also, make sure the timing is appropriate for your target audience. Determine any engagement trends to help you choose the most effective campaign period.
Your best brand ambassadors should be your staff. Employees should be excited and knowledgeable about the cause before launching your campaign so they can share their expertise and passion with clients, partners, and customers.
It’s not enough to put up some generic material on your website and leave it at that. Consumers are more aware of inauthenticity than ever before. If your company decides to support a cause, make sure the why and how are communicated properly. Explain the partnership agreements, money allocated to the cause, and campaign objectives in detail. Put the issue, not your brand, at the forefront of your campaign messaging to communicate genuine concern.
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