The 'Because' of Cause Marketing

January is traditionally a time for reviewing the year that's gone by and planning for the new year ahead. As a retailer, planning one's "marketing" calendar is part of that process.

At LaDIFF, we enjoy plugging in both sides of our brains to get the creative/right brain working with the strategic/left brain.

This year - 2010 - we have something very special to celebrate: LaDiff's 30th anniversary. As you may have read in our previous blog, an homage and plea to assist earthquake-stricken Haiti, the seed of inspiration to begin LaDifference began on that very island, 30 years ago.

For many retail businesses, marketing is all about "advertising". The traditional channels of print, television, direct mail, and radio are now all mixed up with the newer channels of web advertising and social media. Often when meeting with an 'expert', these are the channels discussed: where dollars should be spent, should you use image or promotional creative spots, which is better: frequency or audience... etc. etc. etc.

Seldom do the 'experts' mention an area that means quite a lot to LaDiff: "Cause Marketing"

Cause marketing is when you find a way to present your mission and vision and hopefully reap financial success in such a way that it also brings attention to a "worthy cause." When businesses, both big & small, choose to allocate some of their "advertising" dollars to causes that matter both to them and to their customers, their customers respond.

In the last week, our customers have called and written in support of Andy's blog post and (subsequent Richmond Times Dispatch reprinting!) about his memories of Haiti.

In the last week, we delivered over 400 pounds of canned goods to the Central Virginia Foodbank and will be following that up with a healthy cash donation - all from our customers who enjoyed giving to a local cause in exchange for a fun holiday sale.

In the last week, we tallied up the donations for our Ekornes promotion to learn we exceeded our goal and nearly tripled what we brought in last year. We will be presenting a very happy check to the Caritas Furniture Bank on behalf of the customers who wanted to give.

In the last week, I have responded to a giant pile of solicitations for silent auction donations for area schools and non-profits, whose board members and donors and party attendees are all current or future customers of LaDifference.

To whom you give and how you help can vary. We are fortunate to have a LARGE building where we can support the occasional fun evening event. For the second year in a row, Easter Seals will be throwing their annual Eggstravaganza bash in our store!

Whether you put up posters to help others advertise their fundraisers, you put a jar for donations on your counter, you stroke a check to sponsor an event, or you simply spread the word through Facebook, Twitter, or email lists to help "causes"... you CAN make a difference in your community.

We've got plans for more 'cause marketing' in our 2010 advertising budget.

I hope you do, too.