Today, if you want to be successful in business, it helps to market your business as socially conscious and concerned not only with your own community, but the entire planet. Here’s how to market your social concerns effectively.
Market the Cause
Marketing your cause incorporates corporate social responsibility and philanthropy, which isn’t a new idea, but it adds the customer to the equation. As you market your involvement in a chosen cause, your customers will come to associate your company’s brand with a positive cause they support. Eventually, if they’re socially aware, they’ll purchase your brand over others that don’t offer that regular support. It’s a perfect situation for the charity and your company, and more companies, large and small, are turning to marketing causes to boost their own growth while supporting a favorite charity. The best way to make this marketing strategy work is to find the right charity to support. Think about what’s most important to your business, and what your company culture is like, and then choose a charity that meshes these interests and culture. There should be a viable connection between you and your charity, so your customers don’t question why you’re supporting the charity you choose. Here’s a great example – Whirlpool donates appliances and a portion of their profits to Habitat for Humanity. That’ makes sense, since their market is homeowners, and Habitat for Humanity homeowners are usually first time homeowners, so they become loyal to the brand.
Market Your Sustainability Activities
More and more of the public are looking to companies to become more sustainable and committed to the environment. They are buying more green products, and want the companies they deal with to use them, too. Use these tips to show that you’re committed to cleaning up the environment. Talk about the products you have that are created with sustainability in mind, and make sure you feature these products in your marketing. Even if you’re not totally sustainable, you can show that you’re working toward full sustainability with these products. Look into developing more sustainable practices in your company, especially in packaging or manufacturing. Don’t think that using sustainable practices will automatically add to your costs. Many studies indicate that sustainable practices are actually more cost-effective over time.
Today, social networking and the Internet give your business a global presence. You can create your marketing to entice a global audience while still serving your local needs. Humankind has the same basic needs, such as peace, love, and unity, and you can use these common experiences to develop your marketing campaigns. If you combine this connection with your cause and sustainability marketing, you can develop a positive global image that attracts more customers and adds to your bottom line. So market your social responsibility and do something good for the planet at the same time.