This article was written by Phillip Thune and originally appeared on SmallBusinessPR.com in September 2015.
According to the Cone Communications Social Impact Study, 90% of U.S. consumers are likely to switch brands to one associated with a cause, given similar quality and price. So not only is supporting a cause good for the soul, but it’s good for business, as long as companies channel their marketing efforts to reflect their emphasis on social responsibility. To get the highest impact from cause marketing, hone the following:
- Cause
- Message
- Awareness Efforts
Choose a Worthy Cause
A brand must pick a cause that’s in-line with its values and significant to its target audience. To conjure up different potential causes to support, ask questions
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Clearly Communicate the Message
According to the Cone Study, 88% of consumers want companies to tell them what cause they’re supporting, and 70% of respondents are confused when brands attempt to communicate about their corporate social responsibilities. To avoid ambiguity and potential misconception, be transparent about what the cause is and why it’s supported.
Raise Awareness and Invite Consumers to Participate
Whether the cause is promoted through website pages or videos, producing content and inviting others to do the same helps raise awareness about the issue and your brand. What’s more, MSLGROUP and Research Now discovered that nearly 70%
A recent Nielsen report indicates that 55% of people are willing to pay extra for products and services from companies committed to making positive social and environmental impacts. So improve the world and your brand’s success through cause marketing.
Want more advice on cause marketing? Check out another Small
Business PR Toolkit article, Creating PR Opportunities With Charity.Phillip Thune is the Chief Executive Officer of Textbroker, which he joined in 2010. Textbroker has grown dramatically as demand for content marketing has increased across the world. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million. Mr. Thune also helped lead two different radio broadcasting groups which were among the 25 largest in the U.S.