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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 Your brand, which was once considered innovative and cutting edge, is now described as “boring, lame, and outdated.”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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Last Updated on November 5, 2019

How to Use Visual Learning to Work More Effectively

How to Use Visual Learning to Work More Effectively

Knowledge is essential to become successful in life, your career and your business. Without learning new concepts and becoming proficient in our craft, we cannot excel in our chosen careers or archive knowledge to pass down to the next generation.

But content comes in various forms, and because how we learn influences how much we know, we need to talk about learning styles. This article will focus on how to utilize visual learning to boost your career or business.

The Importance of Knowing Your Learning Style

Knowing your learning style enables you to process new information to the best of your ability. Not only does it reduce your learning curve, you’re able to communicate these same concepts to others effectively.

But it all starts when you’re able to first identify the best way you learn.

As a college student, I soon figured out that taking online courses without visual aids or having an instructor in front of me led to poor retention of concepts.

Sure, I got good grades and performed excellently in my online exams. However. I discovered that I couldn’t maintain this performance level because I forgot 80 percent of the course content by the end of the semester.

There are several types of learning styles known to mankind. To give an idea of how visual learning stacks up against other learning styles, here’s a brief mention of some of the different types of learning styles we have.

The four most popular types of learning styles are:

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  • Visual learning style (what this article talks about).
  • Aural or auditory learning style (learning by listening to information presented).
  • Verbal or linguistic learning style (learning that involves speech and writing).
  • Tactile learning style (learning by touching and doing)

But for the purposes of this article, we will be focusing on using visual learning to boost your career or business.

How to Know If You’re a Visual Learner?

When it comes to boosting your career, business (or education), a visual learner is one who would most definitely choose shapes, images, symbols, or reading over auditory messages.

I’m talking about preferring to read an actual map when navigating to a new place over listening to verbal directions. I’m talking about discovering that you actually have trouble remembering what your manager said at the meeting because there were no graphs or illustrations to support the points raised.

Most people who struggle with learning probably aren’t leveraging their best learning styles. The earlier you identify how your learning style can boost your success, the less struggle you will encounter with processing new information throughout your career.

However, visual learning in particular CAN 10x your career or business whether it is your preferred learning style or not. And here’s why:

Several studies have arrived at the conclusion that the brain retains more information with the help of visual aids. In other words, images are directly processed by our long-term memory which helps us store information for longer periods of time.[1]

While some lessons can be performed orally, several concepts can only make sense if you have an image with an explanation of sequences (i.e learning about the human DNA).

Visual learning does use a different part of the brain and visual cues are processed by the part of the brain known as the occipital lobe.

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By engaging more parts of the brain during learning, you’re able to have a fuller understanding of concepts and facilitate better interaction with your immediate environment.

How to Use Visual Learning for Success

Here’re 4 ways to use visual learning to boost your career or business:

1. Bring back the to-do list. Then add shapes and colors to boost productivity.

We live in an age where computers have taken over virtually every aspect of productivity and most human functions. But written lists are making a comeback, and with an endless number of important tasks to complete, having a to-do list of tasks in order of importance can improve your productivity.

While coming up with a list is initially challenging, adding colors and shapes to written lists that you personally write and manage gives you an extra layer of assurance and boosts aids recall so that you actually get stuff done.

I have tried this technique in my work as a registered nurse and discovered that adding shapes and colors to to-do lists helps me delegate tasks, recognize where more work is needed, and makes it easy to cross off completed tasks at the end of the day.

2. Add graphs, charts and symbols to your reports.

Yes, it seems like more work cut out for you. However, graphs enable you monitor the heartbeat of your business.

Graphs and charts help you trend your finances, budget, and pretty much any data overtime. With the help of free and premium software available on the market, it has become easier to take plain data and in a matter of seconds, have relevant information displayed in different shapes and images.

As an entrepreneur, you can make predictions and allocate funds wisely when you’re able to see whether your efforts are rewarded. You can use colors and charts to delegate actions to members of your team and track performance at the same time.

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And when broken down into monthly, quarterly, bi-annual or annual goals, graphs and charts communicate what ordinary text cannot.

3. Effectively brainstorm with mind-mapping.

Mind-mapping is not new but I don’t think it’s been talked about as often as we do to-do lists.

With mind mapping, you’re organizing information accurately and drawing relationships between concepts and pieces from a whole.

Think of a mind map as a tree with several branches. For example, the tree can symbolize healthcare while each branch stands for nursing, medicine, laboratory science, and so on. When you look at nursing, you can further branch out into types of nursing; pediatric, women’s health, critical care, and so on.

It’s an interesting relationship; the more ideas you’re able to come up with for your chosen subject, the deeper you get and the stronger the association.

Mind maps really show you relationships between subjects and topics, and simplifies processes that might seem complicated at first glance. In a way, it is like a graphical representation of facts presented in a simple, visual format.

Mind mapping isn’t only limited to career professionals; business owners can benefit from mind mapping by organizing their online learning activities and breaking down complex tasks into simple actions so that you can accurately measure productivity.

4. Add video streaming to meetings.

What if you could double the productivity of your team members by video streaming your meetings or adding flash animation to your presentation at the same time?

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When you offer video as an alternative method of processing information to colleagues, there is a greater chance of retaining information because we recreate these stories into images in our minds.

For organizations that hold virtual meetings, it can also be an effective way to enhance performance during if people can see their colleagues in addition to flash animation or whatever form of video is provided during the meeting.

Is Visual Learning Better Than Other Learning Styles?

No, that is not the point. The goal here is to supplement your existing dominant learning style with visual learning so that you can experience a significant boost in how you process and use everyday information.

You might discover that understanding scientific concepts are much easier after incorporating visual learning or that you’re able to understand your organization’s value when projected on a visual screen with charts and graphs.

The overall goal is to always be learning and to continue to leverage visual learning style in your career and business.

More About Learning Styles

Featured photo credit: Unsplash via unsplash.com

Reference

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