Five steps to leverage 'Cause' into your marketing mix

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Consumers pay attention to a 'cause.' With October being breast cancer awareness month we have been made aware of the cause and have been seeing a lot of effective marketing campaigns. People seem to pay more attention to a brand that is associated with a cause.

'Cause' marketing works effectively for consumables. It can help brand higher ticket items. Even on airlines, there is a concerted effort to think pink & sell pink .

Rather than the traditional feature, function, & benefit; it is now a focus on psychology, 'cause', & benefit to the 'cause.' The implication is that our product or service is good, here is a 'cause' that is very good, please use our product as well will 'contribute to the 'cause.'

Here are five ways to apply 'cause' marketing to your online marketing mix:

1. Design your branding to include the 'cause' standing out

2. Make the contribution clear - you are making them aware of the cause or that your company contributes to the cause

3. Highlight the impact that the consumer can make

4. Create one or a few campaigns to build 'cause' awareness, then make it a banner on your campaigns

5. Dedicate a landing page to carry forth your message.

Don't just do it to drive sales, be genuine and talk about your accomplishments.