Tom Feltenstein

Many consumers today want to spend their money with companies who care about more than just profit. Cause marketing, as it is referred to, is when businesses and charities partner together to support a common cause. From pink ribbons to celebrity endorsements, cause marketing is rapidly becoming an integral part of our culture. Oscar Mayer, for instance, is offering people a chance to bid on eBay for a “Ride Shotbun in the Wienermobile” package.

(http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128968).

The lucky winner gets to drive the giant wiener for a day, have a catered Oscar Mayer cookout for 50 and a year’s supply of the hot dogs.  Proceeds from the auction support Oscar Mayer’s “Good Mood Mission” to benefit the hunger-relief organization Feeding America.

Cause Marketing is an effective public relations strategy for your business, because anytime you help your local community you’re certain to reap the benefits of your good dead.  It also positions your business in a very favorable light with your customers and gives you an additional personal connection with them because most business owners pick a cause that they personally care about.  Whether this is a cancer charity or animal rights cause, you will soon find customers telling you their stories about how they are involved with that charity as well. It is a way to feel great and give back as a business owner and get your customers involved on a personal level which enhances their loyalty to your business.

What type of cause marketing have you been involved with or been inspired by?

Sometimes increasing sales is is not about discounting or offering special deals. Customers want to know that they matter and that you value their business. With Mother’s Day rapidly approaching, why not combine forces with another local business and give the Mom’s in your area a special thank you for their patronage?

Any business can offer Mother’s Day specials or discounts, but the business that can offer a value added item on top of their usual mother’s day offerings will attract more customers. Invite families to take their mothers to lunch or dinner in your restaurant or to go shopping in your store and give each Mom a rose, small bouquet of flowers or tiny potted plant. This tactic makes a great partnership promotion because you can team up with a local florist that wants to draw in more customers as well.

You can also prepare a bounce back coupon and present it to all of the visitors on Mother’s Day, encouraging them to return to your restaurant or store within the next month. By combining forces with the florist you can give customers at both locations flowers adorned with ribbons that say, “Happy Mother’s Day from (Your Business Name) and (Florist’s Name) and have your coupon attached. Every time Mom gazes at that small gesture of kindness, she’ll be reminded of your business, the florist, and all of your generosity which will result in positive results for your bottom line.