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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 Your brand, which was once considered innovative and cutting edge, is now described as “boring, lame, and outdated.”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

Operations Manager, GoinsWriter

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Last Updated on July 2, 2020

13 Common Life Problems And How To Fix Them

13 Common Life Problems And How To Fix Them

In life, we encounter problems as we breathe. But it doesn’t get to us until we feel a major impact, and that’s when it becomes a source of concern, hurt, or sorrow.

Life problems, depending on their magnitude, can be clogs in the wheel of progress, and we may not be able to attain our full potential if we don’t learn to place our problems in the proper perspectives as suggested in Robert Schuller’s Tough Times Never Last.

In this article, I have identified some common areas where you will most likely face problems as you make progress towards reaching your full life potential. I have also suggested practical approaches in handling, managing, and solving such problems.

1. Financial Crisis

We live in an uncertain world and a financial crisis may come at different stages of life. While you should always anticipate and prepare for a financial crisis, it may still catch you off guard or the magnitude may be far more than any preparation you have made over the years.

It could be that you lost your job or a major investment, got slammed with a lawsuit that threatens your savings, or have your livelihood be affected by a major disaster. So what do you do when you are in a financial mess?

Solution

To overcome a financial crisis, you will have to come to terms with the crisis. Acknowledge and accept the situation and begin recovery by setting your financial priorities right.

The next thing to do is to identify the cause of the crisis. If it’s due to a job loss, then your effort should be directed at getting a new job. If it is having multiple debts, look for ways to consolidate your debt so that your monthly debt repayment can be consolidated into one instead of being burdened with multiple payments.

You can also sell some of your assets to raise money to save the situation, or look for a better job if you are earning less at your current job. Don’t hesitate to ask for help from family and friends if you need to.

2. Health Crisis

Another major problem that might come up in your life is a health crisis. This is not far-fetched because our body systems work round-the-clock, even when we are sleeping. As a result of this, and if you don’t maintain routine health habits, health deterioration might begin to set in. Things might even get serious if you don’t attend to it early.

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Solution

When you are facing a major health crisis, the first thing to do is to consider lifestyle changes. This includes cutting down on junks, eating healthy diets, exercising, breathing fresh air, taking some sun, etc.

Apart from the lifestyle changes, you have to seek quality medical help and make sure you get different opinions about the state of your health so you can get the best affordable care.

3. Relationship, Marriage, and Family

There may not be anything as sweet as love and family life, but it can also be the source of pain for some. Human imperfections in a relationship can cause a major crisis in life. This has been a stumbling block to many on their path to fulfillment.

Solution

The best thing to do is to prevent relationship problems from happening, but if they do happen, you need to face reality and begin to take steps towards addressing them. Do your best to keep the lines of communication open as this can help in strengthening your struggling relationship. Talk about the challenges with your partner and look for common grounds.

You can also arrange to see a counselor together or read books that address the specific challenges you are facing. The worst thing you can do is to end a relationship and that’s only when you have exhausted all other options.

4. Workplace

The workplace is supposed to be a place where we dutifully render the services for which we’ve been hired.

However, it is not impossible to face animosity at work—dealing with toxic people who would rather not see any good in what you do. It might be caused by differences in background, attitudes, and unhealthy competition that can result in personal conflicts. This can create undue stress and reduce productivity.

Solution

Be as professional as possible when dealing with toxic people. Be kind and show understanding, and try to avoid personal confrontation.

You can even try to reach out to the persons and invite them over for a coffee and get to understand their worldview. This can help you to connect with them at their level so that you can avoid unnecessary stress for yourself.

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5. Career Pressure

In your quest to become more successful, you will likely encounter work-related pressure. Such can come when trying to stabilize your career or climb the career ladder. It can also come as a result of overworking and having no life. Career pressure is one of the most common life problems.

Sometimes, it may be that the promotion you are working hard to get is not coming or positions you are qualified for are being offered to others. The pressure can get more intense when you find that most of your colleagues are moving ahead of you.

Solution

Check to find if you have personal or attitudinal problems. Some attitudinal problems can put you at a disadvantaged end. It may be poor communication, poor personal grooming, or poor relationship and networking skills. If it is any of these problems, then work on improving yourself in those areas.

You can also observe your colleagues who are succeeding and take note of what they are doing differently.

6. Unfair Treatment

We are in a world where some people often think they have some privileges over others and may want to exercise this thinking and treat others unfairly. If you find yourself in an environment where you are being oppressed or treated badly because of your race, gender, or current status, this can make you feel really bad and can also affect your psyche and productivity.

Solution

There is the temptation to decry your treatment, defend yourself, and demand a change immediately, but you should really wait for the right opportunity to do that.

When the time is right, reach out directly to the person or authority involved, and make it private. Meanwhile, you should be factual about the instances of your unfair treatments. Don’t just say it that you are being treated badly; give several undeniable instances.

Once you’ve made your grievances known politely, keep being you. If things don’t change, you can cocoon yourself in that environment. If you have an option to leave, you can do so as well.

7. Emptiness and Boredom

When you are in a rut, everything becomes normal, dull, unproductive, and yet difficult to change. This can lead to feelings of emptiness and boredom. This may not seem like a serious life problem, but it can have a great impact on your life.

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Solution

To overcome boredom and emptiness, break out of your routines, and deliberately create a new experience for yourself. If you can’t leave your job to find a new one, start doing other things that reflect your true passion. Sometimes, the things that give us the needed drive in life are not our day jobs.

8. Confusion

Confusion is described as a change in mental status in which a person is not able to think with their usual level of clarity.[1]. It is inherent in forgetfulness and lack of concentration.

It can be caused by different things including medical and environmental factors. It can also be due to the experience of a loss, a heartbreak, or abuse.

Solution

Don’t allow the situation to deteriorate into something more serious. Try to snap out of whatever experiences you have had that is causing confusion. Seek medical help if necessary or talk to a psychologist.

9. Friendship Problems

We need friends in our lives to rob minds and hang out together and even help us when we run into trouble. But many people have found themselves in serious trouble as a result of the company of friends they keep. They’ve experienced jealousy, backstabbing, and betrayal of trust. Some friends have even used the information freely provided in times of friendship to betray trust.

Solution

Don’t open up on everything to friends. Keep some information only to yourself. If you notice that a friend is working against you, confront them with the truth. Limit your interaction with them or get rid of such toxic friends completely.

10. Haunting Past

We all have pasts, and we might have done some crazy stuff in the past before we begin to live a more civilized and decent life. But sometimes, the past comes back haunting. It’s even worse when life problems of the past haunt you back and become problems of the present.

It may be that what you have done is now striking your conscience, keeping you awake at night. Or someone who knows about it is trying to use it against you, and it is standing in the way of your progress.

Solution

Be true to yourself and forgive yourself. If it is an issue with another person, you can reach out to the person to settle with them. If it is a secret that is now being leaked out, own up to it, take responsibility, and move on.

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11. Safety and Security

You may find yourself in an environment where there have been unexplained murder, gun violence, police brutality, insurgencies, and other life-threatening situations. This can make you feel like you might be the next victim. What should you do in this situation?

Solution

Ensure that you watch where you go and keep your home secure. You can also get involved in a neighborhood community watch to collectively find solutions to the threat. If the situation persists, you can move to a more secure location.

12. Failure

Failure can bring disappointment and can also slow the pace of progress. But failure is also part of life, and we have to learn to deal with it. But what do you do when an experience of failure weighs you down?

Solution

You can read a book or biography to get inspired by other people’s success stories.

13. Grief

No one loves to grief but we can’t totally shield ourselves from it. The loss of a loved one is painful and, if not properly handled, can lead to an emotional breakdown.

Solution

Take your time to express emotions. You can also pen an emotional tribute to the individual. Writing can help us bring out the feelings that cannot be expressed otherwise, and it helps us breathe a sigh of relief.

You can also cope with your grief by helping them to realize some of their unfulfilled dreams or do something in their honor. Lastly, while you think about your loss, you will still have to move on, accepting the fact that life is transient.

The Bottom Line

Problems are what make life worth living. They help us adapt to become tougher as we adapt to different situations. Always remember that whatever problem you are facing has a solution or, at least, a manageable approach.

Therefore, never allow your challenges to stop you from fulfilling your true potentials in life.

More Tips to Help You Get Unstuck

Featured photo credit: Danka & Peter via unsplash.com

Reference

[1] Medicinet: Confusion: Symptoms & Signs

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