Awareness, Interest, Desire.....Action, is the process every consumer goes through before they buy anything. At LeDuc Media we believe the most powerful method of delivering your message is through Cause Marketing. The reason this method is so powerful is because it sets the stage for the way all business should be conducted and that's by being willing to give before you receive.......
Sometimes we advertise to expand our Reach and hope the Demographics are in our favor. Other times we're more targeted in our approach and reduce our emphasis on reach in an effort to speak more directly to our customer profile. But few strategies yield better results than attaching ourselves to a meaningful cause, and that's the concept we intend to make available to you here. Below is a composite of some meaningful thinking on this subject from some very smart people.......
Cause marketing is about profiting a business while propelling a cause. It can be done by partnering a business with a nonprofit, or by a business rolling up their sleeves and going straight to the cause itself. Either way, the research is in and it shows cause marketing is here to stay:
- 91% of consumers have a more positive image of a company or product when it supports a cause. (Advertising Age/Cone)
- 90% will consider switching to another company if it's aligned with a nonprofit. (Advertising Age/Cone)
- 70% of Americans are more likely to donate to nonprofits that partner with businesses. (Corporate Citizenship Study, Cone, 2004)
- 64% of consumers said they would pay slightly more for a product associated with a cause. (Business in the Community/Research International)
Cause marketing is best done authentically. When it makes sense to your audience why you're supporting a particular cause without a great deal of explanation, it's a home run.
For instance, it makes perfect sense for a home improvement store to partner with a nonprofit that supplies houses to low income families. It may be just as credible--but not as easily discernable--why an automaker would care about childhood cancer research.
It's the job of a good cause marketer to either create a perfect, hand-in-glove match, or connect the dots between a seemingly unrelated business and nonprofit so people nod their heads instead of scratch them.
When it's done right:
- Book Sales Fight Illiteracy.
- Fashionable T-shirts fight AIDS.
- Breakfast cereals join the battle against heart disease.
- An entertaining movie takes on human trafficking.
- A bottle of water purchased here creates a well of clean water there.
- Insurance Companies Sponsor Life Expectancy Portals And on and on...
Cause marketing brings a head filled with good business sense together with a heart full of dreams. It's making a living while making life worth living.
If our concept makes sense to you, let us know....... |
