By Darren Gilbert

Woolworths is well known for it through their MyPlanet in the MySchool programme. As is Pick n Pay with their Smart Shopper card. And these are just two examples of many companies who know about its importance.

What is cause-related marketing?

The two examples above show that cause-related marketing has been picked up by significant companies. By inference, you could also say that it would work for small businesses as well. This is because it’s something that any business can do. And it doesn’t necessarily mean that you have to spend extravagantly. But what is cause-related marketing?

Glenn Ebersole, chief executive of J.G. Associates explains: “Cause-related marketing is an activity where businesses and charities form a partnership with each other to market an image, product or service for mutual benefit.” So, for example, brand B will endorse charity X through a sticker on one of their products.

It sounds very similar to corporate responsibility and in some sense it is. However, as Sheila McGillivray of One Lady and A Tribe points out - referencing the Centrum Guardians – its more: “This is true cause marketing – doing good and doing good business and not just CSI.”

Why do you need it?

Having read the above, not much needs to be said to persuade you as to why you need this. This approach allows you to show your audience that you are not only looking to take their money but that you have a heart too.

It’s also strategic. Ebersole continues: “Cause-related marketing has the power to be a very positive differentiator from competitors and to realize many benefits.” Add to that the fact that it provides an emotional engagement with your target market and you see its importance. Any strategy or plan that allows for that personal attachment should be embraced wholeheartedly.

Jill Ritchie, CEO of Papilon Press & Consultancy agrees. In a piece for The Marketing Site, she writes, “A 1996 Cone Communications/Roper Starch Worldwide survey indicated that three out of four consumers said that, price and quality being on a par, they would switch brands to buy a product which supported a cause they cared about.”

How do you go about implementing it?

According to social media marketing strategist, Laura de Meo, there are three steps to take: establish goals; seek local support; and invest in PR and marketing. As with any marketing strategy, the first step is obvious enough – you need to know what you want to achieve.

After that, you need to get buy-in from your market. You need to get them interested and willing to get involved. De Meo says, “Reach out to your customers, potential customers and local businesses to get on the bandwagon. Ask for donations and in-kind contributions such [as] promotional flyers donated by the local printer.”

Following that, if you have a budget, invest it in PR and marketing. If you don’t have a big budget, that’s not a problem. There is no harm in asking the charity to get involved and use their connections. This partnership can only be considered a success if both parties benefit equally from the arrangement.

What are your thoughts on cause-related marketing? Have you used it as part of your marketing plan? Tell us about it below.