Cause Marketing

Breast Cancer Awareness Month ended Oct. 31, and I saw more pink ribbon cause marketing than ever, so you can certainly expect the backlash to begin. Certainly that’s what Cecil Adams , the fine syndicated columnist, is up to in his October, 29, 2010 column called ‘Do pink ribbon campaigns against breast cancer do any good?’ Adams issues three basic laments: 1). Unlike in Canada the Pink Ribbon isn’t owned by anyone in the United States, opening up the campaign to possible corporate mischief. 2). Everyone would be better off if you just sent $12 in rather than go through all the who-ha of collecting and mailing Yoplait lids. 3). While death rates to breast cancer have fallen since 1990, breast cancer incidence rates are actually 25 percent higher than in 1980. I can’t speak knowledgeably to the science or the physiology of breast cancer, so I’ll just address Adams’ two central problems with cause marketing. That the ribbon isn’t owned by one entity in the United States certain DOES ope...

In today’s rocky economy it may be small businesses that have may have the most to gain from integrating cause marketing into their marketing efforts. For purposes of definition, cause marketing is a relationship that bridges commerce and cause in a way that benefits both parties.   Cause marketing has been shown to improve sales, brand and increase customer loyalty. It can help a company stand out from competitors and improve employee recruiting and retention. And it does several and sometimes all these things while helping a cause. Cause marketing is like red wine. It feels good and it’s good for you. Here then are ‘7 Tips to Turbocharge Your Small Business Marketing With Cause Marketing.’ Pick an appropriate cause. Consider not only a cause’s appeal, but its capacity to support your effort. It may be that the best cause marketing fit for your small business may be a small charity. Weigh the option of weaving cause marketing into your overall business strategy. General Mills’...