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Marketing for a Cause: Here's How You Do It!

By SiliconIndia   |   Thursday, February 28, 2013
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Bangalore: What can be better than helping your community and boosting your brand’s reputation at the same time? Exactly. Cause marketing can be highly beneficial for your business as time and again findings indicate that cause- marketing builds trust among consumers. In 2008, a Cone Evolution Study found that seventy-nine percent of Americans would opt out of their preferred brand if a new brand happened to be associated with a cause, quite an influential marketing strategy, right?  

However, the most recent case of a successful cause marketing strategy comes from   Hindustan Unilever Limited which promoted the Lifebuoy soap in a way like never seen before. India’s largest consumer products organization, along with the giant advertising agency- Ogilvy, partnered earlier this year with over a hundred dhabas at the  Kumbh mela site to serve rotis that were imprinted with “Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?) “The ‘Roti Reminder‘gets consumer’s attention at the exact time when hand washing is critical,” says Sudhir Sitapati, general manager, skin cleansing, at HUL.

“The Mahakumbh provides a unique opportunity to communicate this message to a large, predominantly small-town and rural population,” says Sitapati. “In effect, this simple, clutter-breaking idea will help us reach out to a massive audience, at a fraction of the cost.”

Judging from the above example, it clearly seems like a win- win situation for marketers as well as the community. But how do marketers or small business decide on what cause would be the perfect one for them to endorse? Well, here comes Miranda Brookins to the rescue. Brookins shares some very interesting tips that may come in handy for small business reported via Have a look at some of her ideas listed below:

Take on a Cause that aligns with your business: Set out to lending your skills and assistance   to a local NGO that has values and a cause likely to echo with your target audience.  For instance, If you own a children's clothing store, you may want to consider partnership with a local adoption agency or child abuse center by offering the agency clothes for underprivileged  children.

Sponsor College Cultural Events

Undergraduate students often seek financial support from area businesses often for college cultural events. You can, gain some recognition by co-sponsoring some of the many college cultural events held annually.

Donate a Portion of Sales

Whether your business engages in running a store or providing a service, you can contribute a percentage of your sales to a cause that will have an appeal with your target audience. For instance, if you have business dealings with green organizations, think closely on the lines of donating a percentage of each sale to an organization that, ensures clean water or promotes recycling.

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