It’s no surprise that companies like Yoplait and Dove rally around cause driven marketing (Yoplait’s Pink Lid Breast Cancer Cure drive and Dove’s Campaign for Real Beauty)—cause driven marketing is one of the most successful and engaging items that companies can include in their marketing mix for several reasons.
Even though at the core these campaigns are marketing tactics, we say, so what? Campaigns such as these raise money to find cures for deadly diseases and shed light on otherwise overlooked issues. What’s wrong with that? Consumers must feel the same way about corporate sponsors supporting the causes that affect them because they tend to purchase more of the products that the corporations make. This type of marketing builds an invaluable level of trust between the brand and the consumer, something that perhaps millions of dollars in advertising would never have been able to accomplish.
Additionally, philanthropic sponsorship provides companies a way to reach out to media outlets without hitting them in the face with a blaring new product announcement or sales pitch. By aligning with a philanthropic cause, companies give themselves the opportunity to brand and position themselves in front of their potential customer base without the fear of them hitting the mute button on their television or skipping through their commercial on the DVR.
Though cause marketing can sometimes cost as much as a national ad campaign would, it still makes sense to engage your company in some form of cause marketing—whether that’s supporting a local softball team, helping to conduct a food drive at your local food bank, spending a day with seniors at a retirement community or teaming up your local school district to initiate a much needed after-school program, you can use your resources to not only promote your company and its brand, but to make difference.