Satisfying the expectations of its users is the mantra of any company or brand that launches and wants to establish itself on the market. It happens today, now more and more frequently, that among the strategies considered the best to break into the hearts of one’s interlocutors there is the so-called cause marketing. A way to differentiate and become protagonists of the scene, relying on emotions and the need to safeguard the environment and society in general from crisis situations.
How does it work and what is its meaning?
In practice, with the words ’cause related marketing’ (or more simply ’cause marketing’), we refer to that relational marketing that is able to combine the efforts of a company for profit and those of a non-profit organization, in order to be able to derive a double and mutual benefit.
It is a practice with a sure and important appeal, which has developed over the last decade together with a more general global awareness of what are difficulties to be overcome and inequalities to be fought.
The choice of the “cause” to be supported
It is necessary to arrange a loan or a certain promotional strategy where the company works to sell a certain product and then go and donate a percentage of the turnover obtained to a previously identified charity.
A fundamental distinction must be made, since this operation could be confused with an action of philanthropy: in this case, however, the money that is invested in marketing causes is considered as an investment that provides for its essence to create a return of image to the company. (That is, make brand awareness ).
The positive predisposition that is created in the user is the goal of these marketing cause operations, especially with regard to the segment of young people who are increasingly concerned about the future of the planet and populations.
Put simply, the impression of the brand striving to ‘change things’ allows the brand to gain in terms of loyalty and trust. The strategy consists of a few simple steps, the first of which is of course the choice of the ’cause’ to marry.
Examples of marketing causes, between scientific research and medical structures
The concrete examples of successful marketing cause strategies include the partnership between ‘CheBanca’ and the Veronesi Foundation for scientific research, or the partnership between Oviesse and SaveTheChildren for the financing of medical facilities in Africa.
This is because the ultimate goal is to leave a mark that is easily identifiable and whose importance is tangible: transparency, then, is important at every level and above all as regards the clear identification of what are the objectives that the campaign aims to achieve. to reach.
Of course, the time to choose their partners will also be decisive, who will share the strategy: alliances that for the end user, and the customer in general, called to interpret the goodness of the message and the gesture made, will be appreciated as much as possible. They will be adequate to the effort.
When significant partnerships are set up and consolidated, increasingly recognizable to the public, the opportunities for that cause marketing project to be long-lasting and successful can consequently be increased.
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