During the past six months, my health and wellness knowledge has gotten much keener as I try to become healthier by losing weight and exercising. So far it’s working – yeah! Through this journey I have discovered Laughing Cow cheese. Which I have to admit at first as a Wisconsin “cheese” gal I did not think I would like, but have since become a fan.
As I opened up the package the other day, I noticed this great cause marketing initiative they have been featuring called the Life Well Laughed Project.
The Life Well Laughed Project by Bel Brands USA is a great, simple idea. Bel Brands will donate $1.00 to support healthy initiatives at local participating Y and YMCA’s, up to $500,000, with a guaranteed minimum donation of $250,000. All you have to do is enter the UPC code of the package on the Bel Brands web site.
From a marketing perspective, here is my two cents on this effort- it’s a great product/cause marketing tie and have to commend Bel Brands for their efforts to help infuse a bit of fun into healthy living. The list of YMCA’s that benefit from this effort is amazing. However, when I went to the Life Well Laughed website to enter my code, I noticed the web design is very cool and the pop ups with words/sound effects are neat at first, but then really got annoying as I tried to enter my code. I ended up muting the sound effects.
Any company can easily add a cause marketing effort to their marketing plans. It is a great way to give back to your community and be socially aware, and it helps you stand out from competitors. There are so many great causes and organizations you can partner with so the possiblities are endless. If your business or organization hasn’t added a cause marketing segment to your marketing plan, consider the following points to start developing your cause marketing plan:
- Evaluate causes that resonate with your organization and customers
- Make sure you have a strong theme or message that is consistent with your organizational mission
- Once you select your cause(s) have a firm commitment in writing about the goals/deliverables for your cause marketing campaign
- Ensure your employees are aware of goals and expectations for your cause marketing efforts and involve them in decision making (e.g. have a committee/task force in organization that helps manage this process)
- Share results with customers after your cause marketing initative is completed (e.g. we helped raise $1,000, etc.)
Susan Schoultz is Client Service Director at Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve2.