- WHAT IS A BRAND EXTENSION?
- WHAT IS THE BRAND IMAGE?
- WHAT IS CAUSE MARKETING?
- IS NEGATIVE PUBLICITY ALWAYS NEGATIVE?
- WHAT IS THE DIFFERENCE BETWEEN A BRAND, BRANDING, A PERSONAL BRAND AND A COMPANY/PRODUCT NAME?
- WHAT IS CROSS-MARKETING?
- WHO IS RESPONSIBLE FOR MANAGING YOUR COMPANY'S IMAGE?
- WHAT IS BRANDING?
- HOW TO SELECT YOUR COMPANY NAME?
- HOW TO MAXIMIZE THE VALUE OF YOUR SOLE PROPRIETORSHIP BUSINESS
- WHY IS PRODUCT DIFFERENCIATION IMPORTANT?
- RIGHT SELL AND OVER DELIVER
WHAT IS CAUSE MARKETING?
NEXT ARTICLE: IS NEGATIVE PUBLICITY ALWAYS NEGATIVE?
What is cause marketing. It is a way to build your business brand by partnering with a cause. We are not talking about the cross-marketing strategy that is used when two or more companies team up to market their respective products/services to the audience of other companies (for example, the association between Disney and McDonald's for movies, merchandise, and food).
This strategy (cause marketing) is about partnering with causes that are dear to your business, your customers, and your prospects.
This strategy is widely used by several companies for different reasons. A popular example is an association between the NFL and the American Cancer Society. The NFL wanted to enter the women's market and increase its notoriety. What could be better than partnering with an important cause to women such as breast cancer? But the level of commitment must be high. Here are some of the actions that were taken by the NFL to encourage the fight against breast cancer:
With this example, we can see that:
Another element in this strategy is the fact that football is a violent sport, with a high risk of injury and has had its fair share of behavioral problems on and off the field. With this association, the NFL wants to send a strong message that overall health is important, including that of women. That last point was the Achilles' heel of this campaign as critics were suggesting that the NFL was not doing enough for the health and safety of women at home (domestic violence issues).
This last point is crucial; if you want to associate your business with a cause, make sure that your actions align with the message. There must be congruence between what you support and what you do.
In conclusion, if you want to build your brand, partnering with a cause can be a good idea. It helps position your brand, build audience loyalty, increase your brand awareness, and build a closer relationship with your market.
But to be successful, here are the points that should be considered:
If you are having difficulties finding something to get associated with, here are some ideas:
One aspect of cause marketing and the effect it will have on your brand is at the level of your team. Choose your cause well, involve your employees and you will have a proud and committed team that will feel like they are making a difference. This effect is even more present if the members of your team are young people.
If you have any questions or comments, please do not hesitate to contact me.
Stéphane Elmaleh-Riel, B.Ed., MBA