HOW SHOULD BRANDS USE EXPERIENTIAL MARKETING TO FURTHER THEIR CAUSE MARKETING GOALS?
BY BRIAN COUCH | AUGUST 10, 2022
What is cause marketing?
Cause marketing is a type of marketing where a company uses its resources to support a good or service that improves society. It has become an increasingly popular way for brands to connect with existing customers as well as new customers and raise awareness for their chosen cause. Experiential marketing can be used to achieve these same goals by creating unique and interactive experiences that will engage consumers and raise awareness for the brand’s cause.
How do consumers feel about brands that engage in cause marketing?
When it comes to cause marketing, consumers are often conflicted. Some feel that brands that engage in this type of marketing are doing so for the wrong reasons and that their motives are not pure. Others expect brands should use their resources to support causes that improve society, and that this is a good way to give back.
So, what do customers think about brands that engage in cause marketing as a part of their brand identity?
Generally, consumers believe that brands should use their resources to support good causes. However, they also believe that brands should do so for the right reasons, and not just to create a public relations story. In other words, consumers want to know that the brands they support are actually making a difference in the world, and not just using charity as a way to get publicity or increase sales.
Thus, when it comes to cause marketing, brands need to be sure that they are genuine in their efforts, and that they are not simply using charity as a way to make themselves look good. If brands can manage to do this effectively, then they will likely be successful in their campaigns.
How should brands approach cause marketing?
When it comes to cause marketing, many brands feel like it’s a risky endeavor. They worry that they might not be able to properly execute the campaign or that they will lose money in the process. However, if done correctly, cause marketing can be an extremely smart move for brands and generate brand equity and increased value for the organization.
There are a few things to keep in mind when planning a cause marketing campaign. First, make sure that the cause you choose is relevant to your brand and your target consumer. Next, create engaging experiences that will capture people’s attention, convey information, and inspire them to take action. Finally, make sure to track the results of your campaign so you can measure its success and learn from your mistakes.
If you follow these tips, you’re sure to have a successful cause marketing campaign that will benefit both your brand image and the community.
Do modern consumers want a brand to represent their beliefs and not just provide a quality product in the market?
When it comes to marketing strategy, this has been a major debate for many years. In the past, it was considered taboo for corporations to get involved in anything that could be remotely construed as political. However, times have changed and now we are seeing more and more brands taking a stand on social and political issues.
There are several reasons why brands might want to consider cause marketing. For one, it can help them connect with their target audience on a deeper level. In today’s climate, consumers are increasingly interested in buying products and services from companies that share their values. So, by aligning with a cause that is important to your target market, you can create a stronger connection, loyalty, and brand recognition with them.
Additionally, cause marketing can be a great way to differentiate your brand from the competition. In a crowded marketplace, it can be difficult for a product to stand out. But by taking a stand on an issue, you can make your brand more visible and memorable.
What are the pitfalls of using experiential to inform on a brand’s cause marketing?
When it comes to cause marketing, many brands are turning to experiential marketing as a way to connect with consumers and raise awareness for their chosen cause. However, there are a few pitfalls that brands should be aware of when using experiential to promote their cause or a specific product.
First, it’s important to make sure that the cause is relevant to the brand and its existing customers. If the cause doesn’t align with the company’s values or the consumers’ interests, they may not be interested in getting involved. Additionally, brands need to be careful not to overpromote their cause; it needs to be authentic and not appear that marketers dreamt up the idea. Experiential should be used as a way to engage consumers and raise awareness for the cause, not as a way to sell them on it.
Finally, brands need to be sure that their experiential activations are well executed. If they’re not done correctly, they can do more harm than good. Consumers will quickly see through a poorly executed activation and could end up being turned off from both the brand and the cause.
Overall, using experiential marketing for cause marketing can be a great way to connect with existing consumers and potential consumers while raising brand awareness for a good or service while improving society. However, brands need to take care in how they execute these activations and make sure that they are relevant and interesting to consumers.
A couple of the winning businesses
Several brands have done an excellent job of using cause marketing in the last few years. One example is the ice cream company Ben & Jerry’s. In 2015, they launched a campaign called “Save our Swirled” to raise awareness about climate change. As part of the campaign, they released a new flavor called “Save our Swirled” and pledged to donate $1 from every pint sold to two organizations that work to fight climate change. Ben & Jerry’s went so far as to create a foundation that continues to target various needs within society. The company created a foundation by donating 50,000 shares of stock and the company continues to commit 7.5% of its pre-tax profits to philanthropy.
Another example is TOMS Shoes. For every pair of shoes that they sell, TOMS donates a pair of shoes to a child in need. They have a well-known and respected program called “One for One” that provides meals, clean water, and other resources to children in need. By using cause marketing, TOMS has been able to help children all over the world and raise awareness for their brand. To date, Toms has donated more than 95 million pairs of shoes across 38 states and 82 countries.
Both Ben & Jerry’s and TOMS are great examples of brands that have done an excellent job of using cause marketing in the last few years. They have been able to raise awareness for their causes and engage consumers in meaningful ways.
Overall, using experiential marketing for cause marketing can be a great way to connect with consumers and raise awareness for a good or service that improves society. However, brands need to take care in how they execute these activations and make sure that they are relevant and interesting to consumers. When done correctly, cause marketing can be a very smart way for brands to connect with consumers and make a positive impact on the world.