By Chase Cornett, chase@MyPlanG.com
The holiday shopping season is just around the corner and soon consumers will be bombarded with buying guides, floods of emails, deep discounts and, of course, that Black Friday competitive spirit. With all the chaos brought on by the holidays, retailers are finding it harder and harder to stand out. The result — strategies that focus on discounts, deliver low profit margins and drive transactions instead of engaged brand experiences.
Now, retailers have an opportunity to stand out this holiday season by joining the movement of businesses embedding social impact into their holiday marketing strategy. Studies continue to show an increase in a consumer’s brand preference for businesses that support causes they care about. Research like Edelman’s 2012 goodpurpose® study show 72% of consumers are willing to recommend a brand if it supports a good cause. This represents a 39% growth since 2008. That’s where movements like #GivingTuesday represent a perfect opportunity for retailers to join in.
#GivingTuesday is the day after Cyber Monday. In its second year, this movement creates a real opportunity for retailers to differentiate, make a positive impact in the world and grow their bottom line by extending holiday sales opportunities.
Here are three strategies to consider as you look for ways to participate:
1. Use cause marketing as marketing
Brands make major investments to tag and track consumer data, better understand consumer needs, provide relevant and timely offers and deliver brand experiences in an omni-channel ecosystem. However, for a variety of reasons, these core engagement strategies are not carried through in traditional cause marketing efforts.
As businesses plan their giving strategy it’s important to remember it’s still about the consumer, not just the cause. Delivering choice among nonprofits allows consumers to give to the cause they care about, creates strong emotional connections, and sets a foundation of shared values with the brand.
2. Holidays are a season, giving can be too