Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today’s increasingly hard-to-please consumers like a company,s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company’s reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

  • Increased sales
  • Increased visibility
  • Increased customer loyalty
  • Enhanced company image
  • Positive media coverage

By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It’s a way to merge your profit center with your “passion center” and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

Real-World Success Story

Cosmetic dentist Mark McMahon made himself a media mini-celebrity with a thriving practice due in part to his high-profile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

“These events were surprisingly easy to arrange, and every year, they’d help us get press simply by doing these charitable promotions,” McMahon says. “Local television news stations loved the emotional element. And it was obviously rewarding to see patients after we’d treated them who’d been in pain for months talking about how glad they were to be relieved of their toothaches.”

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and ex-convicts. “I agreed to treat some of their members’ acute dental needs,” McMahon says. “I quickly appreciated the media appeal of transforming the appearance of these rough-looking guys with terrible smiles.”

McMahon captured the event with before and after photos. “These guys had missing teeth and terrible smiles,” he says. “So I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new.”

McMahon’s TV appearances created name recognition. “After I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show,” McMahon recalls. “She said, ‘I was thinking about you this morning while I was flossing my teeth.’ She became a great source of referrals.”

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Cause-related marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture.

There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny “Love” Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. “I have a history of including the Leukemia & Lymphoma Society in my grand openings,” says Metheny, who was voted the society’s Man of the Year in 1991. “It’s not only something I feel good about, but it helps us market our businesses to the community and media at the same time.”

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn’t anticipate that it would connect her with executives from Mervyn’s, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

“People don’t hire a piece of paper or a process. They hire people they trust,” Azzani says. “Volunteering for a position at a local organization makes you very trustworthy.” She advises business owners to target causes they believe in. “If you’re helping with a cause you believe in, people will see that you care. And they’ll realize you will probably care as much about your work.”

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.

Leather Products Manufacturers

Leather goods producers in Delhi are engaged in the manufacture of many varieties of leather goods. Apart from manufacturing of Leather bags, Leather shoes, Accessories, Satchel bags, Leather jackets Leather dresses etc. Additionally, they produce Leather furniture items like – Sets for bedrooms, Leather Sofa, Leather wardrobes, Leather beds and so on. Other items manufactured by Leather products manufacturers in Delhi include Leather gloves Leather wallets, Leather Shoes, Leather purses, Leather boots as well as other items. There are numerous Leather items exported from India to the world – from Leather bags , to Leather wallets From Leather dresses from leather dresses to Leather shoes.

Today, there are many professional and well-established leather products manufacturers in India that sell their products all over the world. They get their raw materials from cows that are raised in India and then export it through various channels. Mostly they prefer to export their final product through freight forwarders or directly to customers. A majority of their customers are located in the western part of Europe, USA, Australia and parts of Asia visit India for the leather goods produced here.

A majority of the stores online also sell leather accessories, Leather wallets, purses, etc. for reasonable costs. It is highly recommended to buy products from reputed courses stores as they provide authentic Leather products as well as excellent customer service. You can even check out the comments of the store’s previous customers. These feedbacks can help you know the quality of services offered by the company.

Apart from Leather goods, Indian leather traders also manufacture Furniture items like – Arms and apartments, pedestals, Bedroom sets, etc. in an exclusive style. You can find an extended selection of Leather furniture and accessories for interior design as well as from India Leather exporters. They’re involved in the process of leather finishing from pre-grading to finished product. Their products are high-end and conform to international quality standards.

You must purchase the Leather product from a reliable source to ensure you get high-quality items that are delivered to your doorstep with no hassle. It is also recommended to choose an courses website that offers free shipping with the products. Most of the Leather products makers in Delhi are able to ship internationally, but you should confirm the shipping address prior to purchasing their products.

The courses Leather retailer allows you to shop for the leather goods and pay in the exact amount. All you have to do is place the order through their website and then the delivery will be handled by the chosen Leather supplier. Certain websites also provide Leather delivery services. You simply need to submit the information for your shipment to them. The items are typically delivered to the address you wish to receive them within an extremely short time. You should check the details of delivery prior to making your purchase to avoid any kind of inconvenience later on.

New Direct Marketing Trends to Grow Your Business

Earlier, Direct marketing simply involved sending a mail or brochure to a list of people. But with the emergence of social media platforms like Facebook and Twitter, rules for direct marketing services have changed. Your existing and potential customers expect a more personal conversation. The technology used today makes this new type of direct marketing possible in ways you may have never imagined.

Now-a-days, it is possible to rent lists that have much more personal information about your potential customers like their profession, interests, etc., rather than simply knowing their name and address. You can shortlist people who are looking out for your products and interested in buying them.

You can develop direct marketing campaigns where individuals that you are interested in are targeted specifically and the content is completely personalized to reflect the preferences of the targeted individuals. Once you have created a direct marketing campaign, it is easier to push your marketing message out to your potential customers through their preferred network. For people preferring electronic communication, you can send a personalized email that drives them to a Personalized URL (PURL) where a compelling offer will allow them to subscribe to future marketing communications from you.

For those who prefer print communication, you can print a direct mail package using variable on-demand printing that contains a personalized letter and the information about the products in which they have expressed their interest. This direct mail package can drive them to a PURL to sign up for ongoing marketing communications. These new direct marketing tools are very successful in helping you to have a relevant conversation with your potential and existing customers, and in driving them to action.