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Cause Related Marketing; benefit to the cause, community, business and the consumer.
by: Caryn Ethridge,
ShuBee®


It used to be that a business could thrive by simply providing product to their consumers. Nowadays, however, there is much more involved in running a successful business. We are a generation that is immersed in generosity. It’s been called “Generation G” – the idea that we are a society pushing back against the economic crisis we have starting lifting ourselves, and our companies, out of. There is a societal shift where people and companies take a genuine interest in making this world a better place. Enter “Cause Marketing”: the action of a company to align itself with a non-profit organization to help support the cause through a mutually beneficial partnership.

“Generation G” has lived through the mercilessness of the recession while top CEOs continued to rake in the big bucks. We watched while mom and pops shut down one after the other as the companies that caused the crash were bailed out. We have lived the injustice of having to break our backs to keep ourselves afloat. It is now more important than ever to the American people what a company does behind the scenes to support a struggling economy.

MARKETING A DIFFERENCE
The ever-increasing popularity of cause related marketing is not only a benefit to the cause but also to your community, business and the consumer. A Duke University and Cone survey found that 8 in 10 consumers would switch brands if it supported a good cause. Have you ever purchased an item with a ribbon on it or added a dollar to your sale to support the local animal shelter? Then you’re a consumer of cause marketing. As Philip Kotler mentions in his book “Marketing 3.0,” companies must relay to their clients they are a “purpose-driven social brand”. A study conducted by Edelman revealed that 87 percent of U.S. respondents agreed that companies have to place the same interest on the wellbeing of our society as the wellbeing of themselves. We have become a country adamant upon bettering ourselves and expect the brands we align ourselves with to do the same.

                
The obligation to your client does not stop at simply supporting a cause. As a company, you have a duty to your consumer to propose a win-win solution that the partnership with your cause provides. What benefit are you giving your client? The win-win ShuBee® provides our clients is that while they are using ShuBee® Shoe Covers and protecting their clients floor, the Covered for the Cause Campaign donates 10% of Pink Shoe Covers sales to two deserving Breast Cancer Warriors. Our clients are able to show their clients they support a worthy cause as well as their home.

This is not to say that because you market the good deeds you do as a company, or provide your clients with the win-win, you will instantly gain more business and increase your profits. Clients must see the steps your company is taking towards making the world a better place. We must begin to take a step back and realize the role we play in this ever-evolving market is one that aligns us with purpose-driven commitment to more than just the success of our company. Find a walk or a charity event that your company can participate it. While supporting the community and showing your clients you stand behind your cause, you will also build a bond within your company that will increase employee engagement and happiness in the workplace.

So, you see, it’s all worth it. Supporting a cause can do just as much for you and your company as you can do supporting a cause. If your company hasn’t started Cause Marketing yet, share the importance and benefits to make sure that it becomes a priority. Cause sponsorship is projected to reach $1.78 billion in 2013, an increase of 4.8% from 2012. Pretty soon Cause Marketing will be a requirement to increase profitability. And it’s always better to be ahead of the curve.
“The test of our progress is not whether we add more to the abundance of those who have much it is whether we provide enough for those who have little.” Franklin D. Roosevelt

To enter ShuBee’s® ‘Covered for the Cause’ campaign visit www.shubee.com/bca and tell us your story. Do you know someone who is deserving of a little money to help them through this trying time? Share their story or send them to our page.
 

About ShuBee®
Since 2000, ShuBee® has been the leading supplier of Professional Image-wear products for Service Professionals. The ShuBee® Team knows how and why our products work and even how they can help increase your sales because we've used them in our own plumbing/HVAC Company.

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