Do the Right Thing: Cause Related Marketing

A great thing has happened to retailing and marketing in general. It is called cause related marketing. If we can sell more product and do something of service every time we ring up a sale, then the heart has been put back into the devil of marketing. Cause related marketing is such a simple concept and it has such an impact on the consumer’s mindset. If the consumer can trust that the effort is earnest and well thought out, when the money is spent, consumer guilt is always eased.

There are bargains galore today wherever you look. And customer service at the in-store level is at an all time high. Sales people are so grateful to see you, you can usually attract the attention of many just by walking in the door. But with all these perks around for the mere act of spending money, nothing can make you feel as good as cause related marketing.

What is cause related marketing? It's when a brand does work or donates money/goods/services to a worthy cause, usually a charity or widely held concern. When retailers select a cause that relates to their Brand, or that has personal relevance, it’s a tool that allows the retail industry to create a difference in the world. With so much information online, companies are becoming more transparent. People know what you are and aren't doing, so you don't need to hide your efforts out of modesty. Bringing attention to this issue in the marketing, both in-store and through media channels can tip the balance of where people are putting their limited spending power in your direction. And it can only enhance the public’s perception of the Brand. We recently did "Go Green" campaign for one of our clients, Grand Home Furnishings.

I have always been a proponent of cause related marketing and its impact on the Brand. It can only have a positive effect if managed properly. It is a tool that can never be redundant or overdone, no matter how much it is used or how many use it. It shows caring and it allows the consumer to share in that care. In today’s economy, community causes can have the most relevance to the Brand and the shopper.

There is nothing too small or too big in the way of needs. We all know that the product you sell should make the buyer feel good about the purchase. Cause related marketing makes you look good and the consumer feel good about their purchase. Let’s not forget this powerful tool for getting them in the door.

Joan Abraham, Digital Account Supervisor