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Cause Marketing; Who is the Winner?

Submitted by Mitch Seigel on Tues, 1/29/2014

There is an infinite number of worthy causes to support and there are so many angles to marketing these causes. No matter what direction you come from; retail, a manufacturer or the media-the opportunity to get involved is immense, and today, very necessary.

If you are a retail business, your platform is the exposure you can offer through display and promotion in your locations, and in the media you use to market your business. It allows your employees to give back to the community and it allows many of your customers to get involved, where they may never had done so without the push from your business.

If you are the manufacturer, you can present the cause in a way that also promotes the connection to your products. This can be done also through in-store display as well as the coverage you give your products through media.

If you are the media, this is the perfect way to approach both retail and manufacturers to suggest they use your media for the exposure they need for their stores and/or their products and services. As a by-product, the cause gets exposure along the way.

Cause marketing; who is the winner? Of course it is everyone. Everyone who is approaching the cause from their respective position in the business chain. When you start thinking that all good causes have already had their day, think again. New causes appear every day that can use your help. You, and only you, can make poetic justice for that cause by connecting the dots and partnering with others for the good of the cause.

What are your challenges when it comes to cause marketing? I look forward to hearing your comments. Until next time…