Larry the Ad Man's Blog

I hope you learn from my small business marketing and advertising tips.

"Advertising is to trade what Steam is to machinery" Thomas Cook.
It was an honor to be nominated for 2011 Canadian Weblog Awards.

Sunday, August 14, 2011

Marketing with a social conscience.

We've seen many examples over the years of companies giving to charity, establishing their own charity or making social statements. In recent years we see businesses cropping all over the place that ARE social conscience. Solar Panels, Wind Turbines, Alternative Energy Companies, Farmers Markets, Organic Farms, Recycling and more.

So with this in mind, how can you identify your company with something like this? This is not as easy and simple as it might have been 5 short years ago. North American society is changing at a rapid pace and businesses have to be ready to adapt. The first rule to consider is be authentic. Just like your profile in social media, people will find out very quickly whether your chosen mantra is authentic to your business. Make sure the cause is just and is "yours".. and you personally have a passion for it so your business will "own it".

Next thing to consider, once you find your passion, will you chose to organize something on your own or pick an established organisation to support? If it's an established organisation, which one? In Canada these days there are dozens of charities and foundations that service a social area. Some causes much more than that. In this case it is even more important to own it. Many corporations have established a relationship with many major charities. There is a much bigger attention for your business to have a breast cancer awareness evening, or donate profits to breast cancer than there is for supporting the CIBC run for the cure. CIBC gets your thunder there!

Sometimes the cause chooses you. A client of mine had a water store, filing bottles and selling water filters. One day their daughter was diagnosed with Celiac disease, which eventually turned their business into Calgary Gluten free, a market of gluten free food products. When they speak of the Gluten free items there is NO doubt they are knowledgeable, passionate and authentic when they speak of their daughter.

So when considering advertising and marketing feel good thoughts and causes, make sure you put all of your might into it and be authentic and your ads will sing. Until next time, I am Larry "The Ad Man".

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