One of the best ways to build a brand and do good at the same time is to tie your efforts to a great cause. A great example is Toms Shoes and their “one to one” strategy. It’s simple and perfect. With every pair of shoes you buy from TOMS, they will give a pair of new shoes to a child in need. Love it!
It’s a powerful strategy. It created a movement. And, it’s selling lots of shoes while helping to do a lot of good at the same time.
American Express’ efforts to restore the Statue of Liberty in the early ’80s is largely credited with the official start of the cause marketing movement. Their strategy was simple and clear. Offer a penny for every AMEX card use and a dollar for every new card issued. The result was two-fold. AMEX raised a ton of money for Lady Liberty and scored double digit transaction increases for their brand.
Is cause marketing part of your marketing plan?
What moves you? What moves your employees? What moves your customers? What movement can tie into your brand achievements and/or your purpose? What good can you do to appeal to a lot of potential customers?
A 2008 Cause Survey from Barkley found that:
- 86% of women and moms say it is important for companies to support a cause
- 69% of moms stated they will try a brand because it supports a cause
- 58% will pay more for a brand that supports a cause she cares about
Great Brands stand for something and stand up for something too.
What do you stand for? What are you willing to stand up for and create a win/win for you and for others?
When you stand for something and stand up for others you have a good chance of being the last brand standing!