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10 Things You Need To Know About The Cause Marketing Trend

10 Things You Need To Know About The Cause Marketing Trend

You want to build a business that attracts a base of loyal customers, but you’re not sure how to differentiate yourself from your more established competitors. Perhaps they have better branding, bigger marketing budgets, and more robust distribution channels. How can you steal the attention of prospective customers long enough to show them how great your product is?

Or maybe you work for an established brand, and lately you’ve been scratching your head as trendy new businesses gobble up market share you’d started taking for granted. You’ve run a few surveys, and the results are depressing at best. Your brand, which was once considered innovative and cutting edge, is now described as “boring, lame, and outdated.” How can you show the market that you’re still relevant and transform casual purchasers into loyal brand advocates?

One opportunity that’s growing in popularity is cause marketing. For this article, we’ll define cause marketing as “Differentiating your brand by supporting a cause that’s important to the prospective customers you want to reach.”

If you’re considering a cause marketing experiment, here are 10 things you should know:

1. Cause marketing is a powerful way to connect with people.

“People don’t buy what you do; people buy why you do it.” That’s what Simon Sinek argued in his famous TED Talk “How Great Leaders Inspire Action.” Cause marketing is a great way to reveal the ‘why’ behind your company’s ‘what’. Maybe you’re passionate about assisting the homeless, so you decide to give your employees time off to volunteer at local shelters. When people with similar convictions see your company taking a stand, you can form powerful connections.

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A good cause marketing campaign also builds emotional connections by humanizing a brand. For fiction authors, a key step in developing compelling characters is deciding what each character wants. When you know what someone wants, you understand them better, and you’ll even root for them if you want the same things. A good cause marketing campaign reveals what you want as a company, and customers who identify with your cause are more likely to connect with you.

2. Cause marketing is a brilliant way to differentiate your brand from its competitors.

Historically there have been two ways to differentiate a product or service from its competitors: price and features. The problem is, when it comes to price, there’s only one winner. Also, with many products, it’s hard to truly differentiate based on features. But what if one product is simply a product, and the other is a movement that’s supporting a cause you care about? Why not buy the laundry detergent that donates 10% of its profits to disabled veterans? A good cause marketing campaign can make a brand look remarkably different than an otherwise identical competitor. It’s the perfect tie-breaker. Clever, right?

3. Cause marketing is an effective way to build brand advocates.

Some products are so unique and valuable people can’t wait to share them with their friends, but many brands don’t have this luxury. So how can you turn casual purchasers into loyal brand advocates when your product is valuable but not revolutionary? One way is to support a cause your customers care about. If they’re passionate about ending hunger in the community and you’re the company that’s doing something about it, they’ll want to share you with their friends.

4. Cause marketing can bring free publicity.

A good cause marketing campaign can rake in lots of free press, as well as online shares. Those inbound links can boost your performance in search engines and bring new traffic to your site. Plus, local news outlets loves stories about organizations giving back. They make for great bookends to all the other stories about murders and scandals. Speaking of local…

5. Cause marketing can make even global brands feel like part of the local community.

In an age where ‘locally owned’ is a key selling point, demonstrating investment in the community is crucial for all brands, whether they be small or global.

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Target is one of the many organizations to embrace this opportunity: “Each year, we’ve given 5 percent of our profit to communities, which adds up to more than $4 million each week…Our team members give hundreds of thousands of hours volunteering in their communities every year.”

6. Cause marketing is a powerful way to motivate employees.

In his book Drive, Daniel Pink contrasts the effectiveness of intrinsic motivation vs extrinsic motivation. Examples of extrinsic motivators are paychecks and health benefits. They’re rewards for doing something you don’t really want to do. Intrinsic motivators, on the other hand, are natural desires people legitimately want to act on. Supporting a cause your employees are passionate about can make them proud to come to work; and when they’re motivated by more than just a paycheck, you might see better results and even a decrease in employee turnover.

7. Cause marketing is powerful because it lends itself to storytelling.

As humans, we love a good story. Heck, we even love bad stories. As Jeff Walker explains, stories cause people to lower their B.S. detectors, pay close attention, and engage emotionally. Many cause marketing campaigns lend themselves to storytelling. For example, they may focus on the story of how a brand helped a person, neighborhood, endangered species, or rainforest. For humans, that’s pure entertainment. They’ll gladly give you their attention and grow to like you as a result.

8. A cause marketing campaign helps users justify indulgent purchases.

We’re constantly trying to rationalize buying things we don’t really need. We think to ourselves…

“Well, it was on sale…”

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“I’ve had a hard week, and I need to relax.”

“They had my perfect size, so it was meant to be.”

Or…

“It’s for a good cause.”

That last one is a product of cause marketing. You can nudge people into buying what they already want to buy and limit buyer’s remorse by making it easy for them to rationalize their purchase decision. Toms is company that has done this very well, by promising to give away one pair of shoes for every pair they sell. This is one reason why my wife’s closet looks like a Tom’s warehouse exploded inside it.

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9. Cause marketing has the potential to become the rule, not the exception.

As more and more companies adopt or at least experiment with cause marketing, laggards could eventually run the risk of being perceived as disengaged or greedy. I’m in no way trying to scare people into prematurely experimenting with cause marketing, but I do encourage you to keep an eye on your competitors. You don’t want to become the only pet store that isn’t raising money to save homeless pets.

10. Cause marketing can sometimes be added to your current messaging fairly simply.

With the right partnerships and a minimum effective attitude, you can probably launch a cause marketing campaign without too much pain and toil. Just start small, treat it as an experiment, and let the results guide your decision making. If your cause marketing experiment is having an impact, consider upping your game. If not, maybe your campaign needs a tune up or perhaps cause marketing isn’t a good fit for your business. When evaluating your results, just remember to look beyond the money. Cause marketing can produce intangible benefits such as employee satisfaction, and that alone might be a reason to continue a campaign even if it doesn’t immediately produce a spike in revenue.

Featured photo credit: Sailors stand in a pink ribbon formation at sea./Official U.S. Navy Page via flickr.com

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Kyle Young

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Last Updated on September 18, 2019

11 Hard Skills That Will Land You More Career Opportunities

11 Hard Skills That Will Land You More Career Opportunities

Are you looking to move up the career ladder? Or maybe you’re tired of having a “job” and want to start looking for a more permanent career?

Whatever your motivation, you are going to have to learn some new and different hard skills to broaden your opportunities. After all, there’s a very famous quote that says:

“The definition of insanity is doing the same thing over and over again, but expecting different results.” – Albert Einstein

While the insanity part doesn’t really fit here, the overall message is a good one. If you are looking for a different result (career advancement, more money or even a career instead of a job), it’s up to you to make it happen. This is both the good news and bad news!

The good news is that because it’s up to you, you have complete control over it happening. The bad news is that change is hard. Humans are creatures of habit, that’s why we develop routines, and anything that disrupts that routine causes us anxiety. And we will do almost anything to get rid of that anxiety. The overweight person will calm their anxiety by eating that doughnut, the smoker will light up a cigarette to avoid anxiety.

What we want to do with this article is to give you the hard skills you’ll need to reduce that anxiety so you can move up that corporate ladder, make more money or have career instead of just a “job.”

The following hard skills are essential to learn if you want to advance your career. They may not be easy to take up, but definitely worth your effort of learning:

1. Cloud Computing

“Simply put, cloud computing is the delivery of computing services—servers, storage, databases, networking, software, analytics, intelligence and more—over the Internet “the cloud” to offer faster innovation, flexible resources, and economies of scale. You typically pay only for cloud services you use, helping lower your operating costs, run your infrastructure more efficiently, and scale as your business needs change.” Microsoft[1]

There are many different jobs available in the cloud computing world today. They range from architects and developers to data scientists, security pros. Each job is its own specialty and requires a high level of specification for advancement.

This is definitely a hard skill that requires education. But if the tech world and computers are your thing you can make cloud computing a lucrative career.

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2. Data Mining and Statistical Analysis

Again, these are highly specialized fields. Data mining is defined as using large sets of data to look for anomalies and other patterns that can be used to predict future behavior.

Amazon is probably the best known company to use data mining. Have you ever noticed that when you buy something at Amazon, you’ll see a little ad at the bottom that says “customers who bought this also bought…”and it lists 2-3 other items? All of that information comes from data mining, by examining the millions of sales amazon makes they can predict that if you buy item #1 there is a high likelihood that you will buy one of the other items too. T

his not only increases sales for Amazon, but it also serves as a reminder for you that you may need these additional items for your project. This is very valuable information and has a wide range of uses. Although it has a bad reputation and evil sounding name, it is a very useful tool for maximizing productivity and sales.

3. Data Management

All companies today deal with a ton of data! Being able to manage that data in an efficient manor is not only highly prized, but a necessity.

We all have these things on our desks called computers. Unless there is a need for a paper copy, almost all of our data is computerized. Meaning that, in theory it is all at our fingertips. Being able to organize that data so that it’s easily and quickly retrievable is why computers are replacing filing cabinets!

However, just like the old fashion filing cabinet, data management on a computer is only good if it’s well organized. You want to make sure that you are keeping your data well organized so that it’s easy to find when needed. This is a skill that comes easily to some people (are you a person that makes lists? Good!) but with others it will be a skill that needs to be practices. Make sure that this is a discipline you master.

4. Scheduling

Being able to make and keep to a schedule is a very useful tool in both business and life. Effective scheduling means that you can prioritize projects, understand the tools needed to get the job done on time and that you are organized enough to lead people.

An important point here is to write things down! Whether it’s in an old fashion daily or weekly organizer or in a PDA. Have a copy of your schedule available at your fingertips at all times.

5. Financial Skills

These are especially important when looking for that promotion. The higher up the ladder you go, the more you’ll have to deal with things like accounting, budgeting, financial planning and cash flow management.

While you may not need to be an expert at all of these, you should have a good grasp of all of them. This is where taking a few night classes at your local community college is a good idea. You don’t need to become an expert, but brushing up on these skills will help you tremendously.

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6. Research Skills

These are important in all aspects of life, but especially in your work-life.

Are you looking for that first job out of school? Nothing impresses a boss or hiring manager more than someone who has researched the company. Trust me, they deal with people walking in off the street everyday looking for a job, but managers and owners need to see the value in hiring (or promoting) you.

So do your research and have some company specific questions ready to ask. Show that you are interested in working for that company or that position and not just “a” job or the “promotion” because you have seniority or need the money.

If it’s a promotion that you are after, never bad mouth the previous occupant. Instead pick out an example that he/she was good at and explain how you would like to use or expand that policy and how it would enhance the policy changes you’d like to make.

If it’s a new job you’re going for, then make sure to have some company specific questions ready to show that you have done your homework for the new position.

7. Marketing Skills

While marketing a companies products or services has always been a highly sought after skill. In today’s world, it can take on several different forms.

Some of the marketing skills that are highly sought after today include, SEO, Search Engine Optimization, SEM, Search Engine Marketing and marketing campaign management. Familiarity with Google Analytics as well as Word Press are also valuable.

While traditional marketing and branding were focused on advertising and selling. Almost all marketing efforts now a days are focused on the internet.

8. Network Security Specialist

Again, this is a highly skilled position that requires specialized training. But the amount of data that all companies store is significant, and if that data is leaked or stolen, it can costs them millions of dollars in both lost revenue and lawsuits.

So, if you have an interest in network security you will find the field both lucrative and stable.

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9. Communication Skills

At first glance, communication skills may not look like it fits into the category of “Hard Skills” that can help you succeed. But in this ever shrinking world where companies can do business from almost anywhere, communication is more and more important.

Are you bilingual? It really doesn’t matter what language you speak, there’s a company out there looking for someone who speaks that language.

10. Computer Programming

I don’t know about you, but I’m pretty sure that computers are going to be around for a while! As both the hardware and software get more advanced, the need for computer programming is only going to increase.

11. Graphic Design

As of 2018, there were 4.37 million new websites launched.[2] A good number of them will fail because they just aren’t interesting enough visually. The use of templates and replicated websites is only making the problem worse.

Part of the way Google ranks sites is through originality, this almost ensures that replicated sites will never get ranked through Google. So the more original your site is, the more likely people will visit and actually spend time there.

That is what a good graphic designer does. Takes your basic idea and turns it into a website that people actually want to visit.

Embrace the Anxiety That Comes with Change

You know it’s going to be there, you know that you’ll want to give up as you’re learning these new skills but, you’ll also know that the end result is worth the journey.

Here’s a little trick when you’re feeling overwhelmed:

Have you ever met an ex-smoker who was sorry they quit? An ex-drinker or drug user that said life was much better before they quit? These people have gone through some of the most difficult challenges humans can go through including weeks, if not, months of intense physical withdrawal symptoms. They did it because they knew that the pain and anxiety they would experience would ultimately get them to a much better life.

Now what was that complaint you had about attending night-school?

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This is the part everyone hates, everyone thinks night-school, adult education and just generally giving up family and/or spare time. While those are certainly possible ways to develop the necessary skills, they aren’t the only way.

You’ll want to check with your human resources department because depending on the company, a certain degree maybe required in order to even be considered for a position. In those cases, night-school, on-line or some other form of adult education maybe your best route.

But as long as a degree isn’t required, then your options are wide open.

Let’s just say that you’re a sales person interested in becoming the sales manager but, the territory you’ve been given will never produce the sales figures that would make you stand out as a good candidate for sales manager. So how about you start your own side business (don’t compete with your company), but let’s say you enjoy golf.

In this day and age, there are plenty of places that will teach you how to sell products on-line and even set you up with your own website. So you start a site selling golf equipment and accessories (don’t worry, you won’t even have to carry inventory or worry about shipping).

Now, when that sales manager spot opens up, you can explain that even though other salespeople had better numbers than you, it had nothing to do with your sales ability, it was more of a consequence of the territory your were given.

And to prove it, you brought in some information about a side business, you started showing that you’re on target for a sales growth rate of 30% this year. And because you had to do all of the marketing for the business, you came up with some marketing strategies that you can bring to the new job (built-in experience).

The Bottom Line

We’ve put together these 11 hard skills as a way to give yourself a “leg up” on the competition. We’ve tried to make this a mixture of both skills that require a great deal of training, and also ones that you can work on and develop by yourself.

We know that not everyone is cut out to be a cloud computing expert, but we also know that working on and having good scheduling skills will make you a much more desirable candidate for the position!

We also don’t want you to discount the idea of a “side hustle“. Especially for people new to the workforce, having a business that you have started and run successfully shows potential employers that you have initiative, scheduling skills and ambition which can put you well ahead of your competition!

As usual, we hope you found this article both enjoyable and informative. If you did, may we ask that you share it with your family and friends through social media. It really does help us and is greatly appreciated!

More Skill to Help Advance Your Career

Featured photo credit: Kyle Sterk via unsplash.com

Reference

[1] Microsoft Azure: Cloud Computing
[2] Netcraft: December 2018 Web Server Survey

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