such causes by buying their products and supporting families in need . The common way of contributing is through ‘ portion of purchase ’ or bundling packages and offering them to market at a budget cost . Many families may take this opportunity to support the cause given that they will not be spending as much , but they understand and empathize with those who have been adversely affected by the pandemic .
Cause marketing may be the new way to approach the festivities this year , connecting with customers and the society and bridging the gap to a worldwide social problem . This can generate both brand love and loyalty as well as effortlessly creating affinity by positioning the brand as a caring considerate brand that is not just interested in profit generation .
The campaigns can range from Christmas meals , school fees vouchers , homes for flood victims , payment of medical bills for patients , painting of schools , building more classrooms and blocks , buying desks , donating masks to schools or new-born packages for babies who are born in poor communities . There is no shortage of cause campaigns that a brand can take part in during or after the festive season . The most important thing is to ensure that
This is a good time for marketing professionals to observe and understand how valuable their brands are . Brands that make it to the Christmas roast dinner in this season can take pride in the fact that they hold a valuable place in the hearts and minds of their consumers , those that may not make it can take solace in lessons this season has to offer with its challenges and experiences .
The buzzing malls , parking spots filled with cars , streets full of people and restaurants with no sitting space will most likely not be the trend this year . The midnight fireworks and hugs to celebrate the start of a new season will be restricted to the house and close family members . The curfew will still be in place limiting time for overnight parties and dinners .
your brand becomes part of the ‘ family ’ this season .
Cause marketing can directly affect the bottom line without being overt and without too much advertising . It is not a form of philanthropy but rather a way to show empathy towards a social problem . It helps if the campaign is tied to the overall business strategy as in the case of USPS .
A brand manager needs to assess the business strengths and opportunities and ideally design a campaign around those observations . Using the most profitable product or using a new product packaged specifically for the campaign as a limitededition product or test product would generate good returns .
The brand must also understand it ’ s customers values as customers will tend to be loyal to brands whose values align with their own . Small adjustments such as changing the packaging as in the case of the Starbucks red cup or product differentiation as in the case of TOMS , buy one pair of shoes and we donate one pair will attract customers to the product . Needless to say , customers will tend to purchase more of a product that is causerelated which will lead to an increase in overall product sales volumes and increase in profits .
It is important to remember that customers will not just give money away or drop cash into a piggy bank set out on a table outside a supermarket , but they are more likely to contribute to a cause that is integrated into a business model and makes them feel good about themselves .
Most customers will get the gratification that comes with helping someone in need without having to go out of their way or putting in too much effort . To close this loop , companies that take this approach should always publish a report , press release or outcome of the cause campaign , best done with photos and beneficiary testimonials .
Other benefits of this approach include higher employee retention as employees who work for such companies and brands tend to have a stronger pride towards the organization and are more engaged as it gives their day-to-day work a sense of purpose .
A cause campaign may also be a winning strategy given that many brands have fallen off after offering support at the initial stages of the onset of the pandemic and only few remain actively involved towards this cause .
As we settle into our homes and enjoy the time around the table , it is also a good time for marketing professionals to observe and understand how valuable their brands are to their customers . Brands that make it to the Christmas roast dinner in this season can take pride in the fact that they hold a valuable place in the hearts and minds of their consumers , those that may not make it can also take solace in the lessons that this season has to offer with its challenges and experiences .
What Santa will bring this Christmas looks to me like a blessing or a lesson . We can only unwrap it when the time comes . Either way , we must strive for the future as Christmas doesn ’ t last forever .
Diana Obath is a seasoned Public Relations and Communications Specialist . You can commune with her on this or related issues via mail on : ObathD @ gmail . com .