Did you know that you can help to the save the environment, find a cure for breast cancer, and feed the hungry without contacting a single charity?
Welcome to the era of Cause-Related Marketing. This increasingly popular method involves the cooperative efforts of a for-profit business and a nonprofit organization, for the mutual benefit of getting consumers to make purchases and give to various causes.
Buying a product with the added benefit of helping a social cause is not a new phenomenon, and has actually existed in one form or another for decades. Silent auctions, bake sales and church raffles are prime examples of non-profit organizations selling goods to raise funds.
However the term “Cause-Related Marketing” has probably existed in earnest for about 25 years. According to a recent consumer behavior study conducted by Cone & Duke University, Cause-Related Marketing can increase sales. In fact this study indicates that a shampoo brand experienced a 74% increase in purchases, when this brand was associated with a cause. Cone & Roper first completed a study about Cause-Related Marketing in 1993, which acknowledged consumer enthusiasm for this growing trend. And organizations like Ben & Jerry’s and The Body Shop have been trailblazers in this arena with their socially conscious brands and publicly recognized commitments to donate percentages of their profits to save the rainforest, decrease homelessness, and help local community improvement groups grow and thrive.
Ben Cohen, Jerry Greenfield and Anita Roddick all experienced extraordinary success by allowing their businesses to reflect their own socially conscious values, and by openly supporting and partnering with organizations that share their goals to make the world a better place.
Now it seems that many consumer goods giants are taking notice of this marketing trend, and making sure that they too stand for something other than just profits.
As for marketers who haven’t started exploring this trend, you may want to look for opportunities to align your brand with a complimentary cause. Give consumers a reason to be proud of your brand, and provide them with an opportunity to give back to their communities through your organization.
Being socially and environmentally responsible can translate into a more loyal consumer base and big profits. Just ask Ben & Jerry!
By Keri Glover
Thursday, December 18, 2008
Tuesday, December 9, 2008
Networking, Networking, Networking!
Most people become lax at maintaining their professional business network when they’ve worked with a company a while. With the constant rounds of mass layoffs, having a dead or outdated business network can mean business suicide to even the most skilled expert.
Whether you've been laid off and are looking for work or are a small business owner trying to grow a business, connections are crucial for business success. But it's not so much who you know as who knows you. And that means networking effectively should be one of your priorities. Here are a few tips to help you get the results you seek from business networking.
- Before you go to a networking meeting, be prepared with a goal. Who do you want to meet? Why are you there? Have a conversation icebreaker ready to get to know the right people.
- Don't reserve every seat and act like a grump if someone unfamiliar wants to sit there. Welcome the opportunity that a stranger presents. They may be your next prospect.
- Treat referrals like gold. Contact the referral within a day, if possible. Let the referrer know how things went.
- Online, your email creates the first impression just like your physical presence does at face-to-face meetings. Be the business professional that you are.
- Any email you send has the potential for being forwarded to an untold number of people. Before you press the "send" key, give your message the "front page" test. Ask, "How would I feel if this made the front page of the newspaper?"
Have you fallen into a networking rut? Do you keep going to the same events, or the same type of events while wondering if there are other places to go? To help you expand your network, we've identified the top 5 types of groups where you can go to grow your network.
#1 Business Networking Groups
A wide variety of groups fall within this category, most of them meeting monthly. These groups are set up for the primary purpose of networking and usually include people from a mix of industries. They may meet at breakfast, lunch, or after work. Some groups have a structured format, while others have an unstructured mix and mingle format. Some require membership and allow guests; others are open to anyone and everyone.
#2 Leads Groups
The primary purpose of a Leads Group is to exchange leads and contacts. These groups tend to meet weekly, require membership, and allow only one member from each profession. There are private Leads Groups, both national and local, and Leads Groups within most Chambers of Commerce.
#3 Professional Associations/Industry Specific Groups
These groups are organized around an industry or a profession and you'll find an organization for just about any group of people you can think of. Join your own professional organization to meet colleagues and competitors and to stay current with your industry. To widen your network, visit the groups your prospects, clients, or referral partners belong to.
#4 Community Service Groups
A large number of public and private organizations exist whose main purpose is providing service to others. There are charitable or fund raising groups, civic, community, political and religious groups, to name a few. These groups allow you to meet like-minded people and to contribute at the same time.
#5 Special Interest Groups
These are the fun groups and another great way to meet like-minded people. Whatever your interest, there's probably a group you can join. You'll find book clubs, chess clubs, and hiking clubs. There are dance classes, yoga classes, volleyball leagues, and more. Just by getting to know people in a social setting, you can establish relationships which can lead to business transactions.
A useful goal for growing your network is to attend a variety of events to ensure that you are meeting everyone from colleagues, competitors, and business people to personal friends, clients and prospects.
(Article source: http://EzineArticles.com/?expert=Denise_O'Berry)
By Lien Leonadi
Whether you've been laid off and are looking for work or are a small business owner trying to grow a business, connections are crucial for business success. But it's not so much who you know as who knows you. And that means networking effectively should be one of your priorities. Here are a few tips to help you get the results you seek from business networking.
- Before you go to a networking meeting, be prepared with a goal. Who do you want to meet? Why are you there? Have a conversation icebreaker ready to get to know the right people.
- Don't reserve every seat and act like a grump if someone unfamiliar wants to sit there. Welcome the opportunity that a stranger presents. They may be your next prospect.
- Treat referrals like gold. Contact the referral within a day, if possible. Let the referrer know how things went.
- Online, your email creates the first impression just like your physical presence does at face-to-face meetings. Be the business professional that you are.
- Any email you send has the potential for being forwarded to an untold number of people. Before you press the "send" key, give your message the "front page" test. Ask, "How would I feel if this made the front page of the newspaper?"
Have you fallen into a networking rut? Do you keep going to the same events, or the same type of events while wondering if there are other places to go? To help you expand your network, we've identified the top 5 types of groups where you can go to grow your network.
#1 Business Networking Groups
A wide variety of groups fall within this category, most of them meeting monthly. These groups are set up for the primary purpose of networking and usually include people from a mix of industries. They may meet at breakfast, lunch, or after work. Some groups have a structured format, while others have an unstructured mix and mingle format. Some require membership and allow guests; others are open to anyone and everyone.
#2 Leads Groups
The primary purpose of a Leads Group is to exchange leads and contacts. These groups tend to meet weekly, require membership, and allow only one member from each profession. There are private Leads Groups, both national and local, and Leads Groups within most Chambers of Commerce.
#3 Professional Associations/Industry Specific Groups
These groups are organized around an industry or a profession and you'll find an organization for just about any group of people you can think of. Join your own professional organization to meet colleagues and competitors and to stay current with your industry. To widen your network, visit the groups your prospects, clients, or referral partners belong to.
#4 Community Service Groups
A large number of public and private organizations exist whose main purpose is providing service to others. There are charitable or fund raising groups, civic, community, political and religious groups, to name a few. These groups allow you to meet like-minded people and to contribute at the same time.
#5 Special Interest Groups
These are the fun groups and another great way to meet like-minded people. Whatever your interest, there's probably a group you can join. You'll find book clubs, chess clubs, and hiking clubs. There are dance classes, yoga classes, volleyball leagues, and more. Just by getting to know people in a social setting, you can establish relationships which can lead to business transactions.
A useful goal for growing your network is to attend a variety of events to ensure that you are meeting everyone from colleagues, competitors, and business people to personal friends, clients and prospects.
(Article source: http://EzineArticles.com/?expert=Denise_O'Berry)
By Lien Leonadi
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