In a world where traditional marketing gets lost in the
clutter it is vital for a brand to stand out by doing something different.
Connecting with a cause shows what is important to the brand, employees, and
customers, and helps build the brand’s identity. This provides another avenue to
build a relationship with consumers who share similar interests.
Whether it is supporting Susan G. Koman by having a pink
ribbon on your packaging, or organizing park clean-ups with employees and
customers, cause marketing is a great way to show what your brand is more than
just a brand. That you are giving back. That you have concerns other than the
bottom line. At the same time it’s important to note that for these actions to
really resonate you must bring attention to these efforts, otherwise they too
will get lost in the clutter.
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