October is Breast Cancer Awareness Month. This is an interesting time for marketers to study and learn from companies that roll out their cause marketing efforts – and there’s many doing so with breast cancer affecting so many people on this planet.
From a marketing point of view there’s a lot to be learned about the effectiveness of this kind of marketing and the falsehoods around it.
Many companies believe that aligning their brand with an environmental or social cause isn’t worth their time as the result will only leave them with less profits.
However, new research shows that supporting a cause isn’t just good a good thing, it can also make business sense.
Here are 3 examples to share with you:
1. The first is from a news release and case study from PositivePromotions.com
To help organizations make the most of their cause marketing efforts the company released a unique line of customized products for Breast Cancer Awareness Month.
2. The second example is from the Cone Cause Evolution Study which offers some interesting research findings around cause marketing.
Here are a few of the interesting points:
• Despite the state of the economy more people than ever before are willing to take action for cause marketing.
• Twice as many people are buying cause products.
• People are even willing to switch away from their current brand to try another one. that is offered through cause marketing.
• 83% of consumers want more companies to link their brands to causes.
3. The last example I’ll share with you I encountered on a recent flight.
I was flying with Delta from Atlanta. In the in flight magazine and on the loudspeaker there was a mention of a pink lemonade you can buy and a portion of it would go towards breast cancer research.
Near the end of the flight, a flight attendant came on the loudspeaker and send that she was “ashamed” because they had only raised $26 so far. She then told a story of how many people breast cancer affects and how she knew someone in her 30s, a neighbour, who had been diagnosed with it.
She was getting the whole flight’s attention. The story clearly illustrated the cause and the issue. Within 15 minutes the same flight attendant came back on the loudspeaker and thanked everyone – they had now raised $506!!
What I hope you take away from this post is that cause marketing can be effective if the issue is communicated properly.
And promotional products are a great way to bring the story you’re telling and the brand to life. Whether you’re giving them away or selling them to make money and support a cause it’s something worth considering both for your own business and for your clients.