Last week I heard about Macy’s Make a Wish campaign for the holiday season. The spokesperson said, “We know that people like to write letters to Santa so this year Macy’s will donate $1 to the Make a Wish Foundation for each letter Santa receives at Macy‘s. Bring a letter written to Santa to any Macy’s store throughout the country and drop it in the Letters to Santa box.”
A couple days later I heard a story about a local restaurant which was donating an entire day’s revenue so that children who might not receive gifts would do so. Yesterday I heard a follow-up story. The reporter stated that the restaurant had donated its entire day’s sales, not the profits but the sales. The amount was $6000. Another $1000 was raised through donations from the day’s patrons. That is a substantial contribution from both the patrons and the restaurant.
These are excellent examples of cause marketing. As the name implies, cause marketing connects a business with a cause. The business attempts to help the cause, generally by raising funds, and, in doing so, the business receives positive publicity. In this season of giving, opportunities for cause marketing abound.
Cause marketing offers a wonderful return for both the business and the cause. Keep in mind that while cause marketing involves a charitable contribution it also is marketing. That means the business must get something out of the effort. The business must receive a positive communication about making the contribution. If it does not, marketing was not involved. The exercise was merely a contribution to a cause.
If you are thinking of participating in cause marketing, here are three factors that will make your efforts successful. First, layout a program that gets customers into your business. Notice that Macy’s asked customers to drop off letters to Santa. The retailer did not require a purchase to do so. Likely, Macy’s has positioned the drop box at the back of the store so that customers will walk the length of the store to reach it. This is done in hopes that some merchandise will attract customers’ attention on the way, and they will make a purchase.
The local restaurant actually gave all the revenue from customers’ meals. In order to participate, customers had to come to the restaurant and order something. They had to buy. The restaurant in essence gave away the costs and profits of the operation for that day, but the customers sampled the fare with their purchases. Hopefully, that will prompt them to return.
Second, send out a press release so that your business gets initial press on the project. Let the public know before the event takes place or the promotion kicks off that it is happening. This gives your business publicity and generates participation. If you are putting time and effort into the cause, you want to maximize people knowing about it, don’t you?
Third, do a follow-up release so that the press can report what happened. This promotes the cause, makes participants feel good, and gives your business additional positive exposure. Skipping this important step will significantly reduce the impact of your cause marketing.
If you decide to do cause marketing, follow these three steps. Your business will receive positive publicity, and the cause will benefit, too.
A couple days later I heard a story about a local restaurant which was donating an entire day’s revenue so that children who might not receive gifts would do so. Yesterday I heard a follow-up story. The reporter stated that the restaurant had donated its entire day’s sales, not the profits but the sales. The amount was $6000. Another $1000 was raised through donations from the day’s patrons. That is a substantial contribution from both the patrons and the restaurant.
These are excellent examples of cause marketing. As the name implies, cause marketing connects a business with a cause. The business attempts to help the cause, generally by raising funds, and, in doing so, the business receives positive publicity. In this season of giving, opportunities for cause marketing abound.
Cause marketing offers a wonderful return for both the business and the cause. Keep in mind that while cause marketing involves a charitable contribution it also is marketing. That means the business must get something out of the effort. The business must receive a positive communication about making the contribution. If it does not, marketing was not involved. The exercise was merely a contribution to a cause.
If you are thinking of participating in cause marketing, here are three factors that will make your efforts successful. First, layout a program that gets customers into your business. Notice that Macy’s asked customers to drop off letters to Santa. The retailer did not require a purchase to do so. Likely, Macy’s has positioned the drop box at the back of the store so that customers will walk the length of the store to reach it. This is done in hopes that some merchandise will attract customers’ attention on the way, and they will make a purchase.
The local restaurant actually gave all the revenue from customers’ meals. In order to participate, customers had to come to the restaurant and order something. They had to buy. The restaurant in essence gave away the costs and profits of the operation for that day, but the customers sampled the fare with their purchases. Hopefully, that will prompt them to return.
Second, send out a press release so that your business gets initial press on the project. Let the public know before the event takes place or the promotion kicks off that it is happening. This gives your business publicity and generates participation. If you are putting time and effort into the cause, you want to maximize people knowing about it, don’t you?
Third, do a follow-up release so that the press can report what happened. This promotes the cause, makes participants feel good, and gives your business additional positive exposure. Skipping this important step will significantly reduce the impact of your cause marketing.
If you decide to do cause marketing, follow these three steps. Your business will receive positive publicity, and the cause will benefit, too.
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