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Member You - Marketing For Just Cause
There are ten fundamental premises that will determine your overall management success. Before we get to the five biggest challenges facing managers I thought I would give you the ten since thet are closely related.1. When you have an issue, problem, failure, dysfunction or whatever – any - where in the organization – look up the ladder for the cause and down the ladder for the solution.2. Everything that happens in an organization is the direct or indirect result of that organization’s culture, philosophy and core be
Perform Due Diligence. Once you have identified the cause, check ou
It seems to happen every week: someone is caught saying something that they immediately wish they could take back. Even seasoned professionals like Don Imus say things they wish they hadn’t.While Imus said that he used those infamous three words “as a joke,” most people certainly didn’t think it was a laughing matter. In our view, the situation was made worse because virtually every time the media reported on the incident, they repeated those three words. It was truly a story that took on a life of its own, for several reasons.
According to the IEG Sponsorship Report, this category grew to $733 million in the US in 2001. There are a number of reasons for that growth. A Cone Communications survey found that:
- 80 percent of Americans have a more positive image of companies that support a cause they care about
- nearly two-thirds of Americans say they would likely switch brands or retailers to one associated with a good cause
- more than half said they would pay more for a cause marketer’s products or services
- 87 percent of employees at organizations with a cause marketing program feel a strong sense of loyalty to their company as opposed to 67 percent of those at companies that do not support causes
As you can see, adopting good causes can be beneficial, but your company’s involvement should be planned just as you plan any other business activity. Here are five steps to developing an effective cause marketing program.
Choose Your Cause Strategically. Search for a single charitable cause that you and your employees can believe in, as well as one that helps advance your business objectives. For instance, a company may choose an educational cause to ensure it has a continuing pool of well-educated workers. Many companies seek issues that align with their products, services or geographic service area. Others look for issues that resonate with niche audiences or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. This way, your company will be a pioneer rather than just another in a list of companies.
Perform Due Diligence. Once you have identified the cause, check out
I have been thinking about a conversation I had last night with a young woman I used to work with and thought I would share what may be possible solutions for all of you who are feeling frustrated, angry, unappreciated and just plain crummy about getting up and going to work everyday. So what are you going to do about it? And just when are you going to stop making excuses for staying and get yourself out of the mire you call a job. Of course, you need to make the decisions based on what is good for you – and what is good for you should
- 80 percent of Americans have a more positive image of companies that support a cause they care about
- nearly two-thirds of Americans say they would likely switch brands or retailers to one associated with a good cause
- more than half said they would pay more for a cause marketer’s products or services
- 87 percent of employees at organizations with a cause marketing program feel a strong sense of loyalty to their company as opposed to 67 percent of those at companies that do not support causes
As you can see, adopting good causes can be beneficial, but your company’s involvement should be planned just as you plan any other business activity. Here are five steps to developing an effective cause marketing program.
Choose Your Cause Strategically. Search for a single charitable cause that you and your employees can believe in, as well as one that helps advance your business objectives. For instance, a company may choose an educational cause to ensure it has a continuing pool of well-educated workers. Many companies seek issues that align with their products, services or geographic service area. Others look for issues that resonate with niche audiences or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. This way, your company will be a pioneer rather than just another in a list of companies.
Perform Due Diligence. Once you have identified the cause, check ou
As more and more people seek to make their fortunes by starting their own business, there has been an increase in interest in finding the perfect business partner. The right business partner can make all the difference in the world, and an experienced partner can be a godsend for any new business venture. It is important for any potential entrepreneur to explore his or her options when it comes to business financing and partnership arrangements.When considering taking on a partner for the new business, it may be a good idea to
As you can see, adopting good causes can be beneficial, but your company’s involvement should be planned just as you plan any other business activity. Here are five steps to developing an effective cause marketing program.
Choose Your Cause Strategically. Search for a single charitable cause that you and your employees can believe in, as well as one that helps advance your business objectives. For instance, a company may choose an educational cause to ensure it has a continuing pool of well-educated workers. Many companies seek issues that align with their products, services or geographic service area. Others look for issues that resonate with niche audiences or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. This way, your company will be a pioneer rather than just another in a list of companies.
Perform Due Diligence. Once you have identified the cause, check ou
To supercharge your eBay business you need to find a way to stand out from the crowd.You need to develop a strategy that will allow you to distinguish your auctions from those of other eBay sellers.One of the top selling strategies for eBay sellers involves having merchandise which other eBay sellers do not have. While this is a simple strategy which is devastatingly powerful, it is very hard to implement.As the number of eBay sellers grows so does the competition for wholesale sources.Even small wholesal
Choose Your Cause Strategically. Search for a single charitable cause that you and your employees can believe in, as well as one that helps advance your business objectives. For instance, a company may choose an educational cause to ensure it has a continuing pool of well-educated workers. Many companies seek issues that align with their products, services or geographic service area. Others look for issues that resonate with niche audiences or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. This way, your company will be a pioneer rather than just another in a list of companies.
Perform Due Diligence. Once you have identified the cause, check ou
Branding is a vital part of every successful company. Every year, companies spend billions marketing their brand and product through advertising, marketing and by being out there. Unfortunately for us, there are so many companies out there and all of them are screaming for attention.The vital question is, in the sea of competitors, how can you successfully remove yourself from the pack and make others acknowledge your existence and thereby exponentially increasing your brand awareness?Brand awareness is definitely a vital
Perform Due Diligence. Once you have identified the cause, check out the individual charities involved in that cause just as you would any other strategic ally. Do they deserve your support? What is their public perception? Are they well run? What are their objectives, goals, successes and failures? Who are their executives and board members? Do they have any complaints lodged against them? How much of their money goes to salaries and overhead and how much actually gets to those it serves? Are they capable of helping you access intended target markets? Below is a link to a site that helps you evaluate charities. http://www.give.org/index.asp
Establish Goals. Now that you have selected your charity, determine what it is you want to accomplish with your involvement from a business perspective. There are tangible and intangible goals you can reach through cause marketing. Are you looking for networking opportunities at the board or donor level? Do you want to raise your business’ profile through publicity about your involvement? Are you trying to build employee or customer loyalty? Or, do you just want to shore up support in your home community? Set your goals and then you can determine what resources, both time and money, to budget for the cause.
Dive In. Although writing a check to the cause will help, this should not be the extent of your participation. Choose a single cause and maintain a focused campaign that integrates the cause into the very fabric of your organization. Look at other ways to expand you
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