Just BE Cause

A while back I prepared a marketing proposal that fell on deaf ears. It happens....

However, since the prospective client chose not to engage, and since they're my ideas to begin with, I’d like to share one that seems relevant in today’s marketing culture:

"Just BE Cause"

This is not a spelling, grammatical or capitalization error. The original thought process centered around “Just Because” – the “excuse” to do something fun, out of the ordinary and debatably adventurous in regards to a brand experience.

Having said that, some people need a compelling excuse to justify the cost of the adventure (especially these days), or even to justify the adventure itself. In the spirit of experiential marketing’s personalized, emotional, and habitual nature, the idea of “helping” seemed like a natural pairing as an “excuse.”

Translation: Cause Marketing. Businesses working together with non-profit organizations for mutual benefit. Each gains exposure, traffic, traction, and if activated successfully – each gains revenues. An “adventure” of both substance and meaning.

“Just because” is now Just BE Cause.

By many indications including articles, blogs, conferences and more – non-profit leadership seems to feel that now is the time to embrace and aggressively pursue ongoing, layered corporate partnerships, outsourcing, and other collaborative strategies and tactics to strengthen overall advocacy and development efforts.

Hey businesses! This means that there are great causes willing to help promote your business and probably make you money by using their e-mail lists, Facebook and Twitter accounts, and more if you are willing to donate a little time and resources too! Even as a jaded, biased consumer given my work experiences and marketing sensibilities – I 110% admit I am ABSOLUTELY INFLUENCED in regards to purchasing and brand loyalty if I know that some of my money and/or commitment will help a cause.

Hey causes! This means you need to step out of the proverbial box, ensure you truly understand the habits and interests your advocacy, volunteer and donor bases, and work in a proactive, modern manner to partner up with businesses that speak to the aforementioned habits and interests. Don’t be afraid of pushing the “image envelope.” No one will condemn you from hosting an event at a bar or nightclub. Don’t be afraid to “pick up the pace” when it comes to collaborative events and promotions. It won’t cost you more money – it will MAKE you more money.

Should consumers ONLY patronize businesses in partnership with non-profits? Of course not. Should consumers support every possible cause they can identify? No way. Business and consumers should focus their energies and resources on a few, effective, ideally long-term alliances. There are enough businesses and causes to go around such that strong, meaningful experiential partnerships can be established.

Bottom line: Work together. Raise and make money together. Why? Just BE Cause.

Marc-Portugal
Marc on LinkedIn