Is contribution marketing part of your marketing plan?
Contribution marketing is where you contribute to the greater good and offer a product or service that fills an immediate need. If you’re not using that marketing strategy right now, consider it. Jumping on that brand wagon can help position your brand as relevant, caring, and socially conscious. What marketer doesn’t want that?
3 Ways Contribution Marketing Works
- Send out good karma. Do you own a yoga studio? Offer free classes online. Have a clothing store? Offer free shipping and returns. By contributing to the common good, you’ll be building good karma which always translates into building brand equity and good will.
- Don’t respond from a place of fear. Offering deep discounts isn’t the answer. Right now where we are in the world, it’s not about capitalizing on the words “COVID-19” or “coronavirus” when they have nothing to do with your marketing campaign. People see through this as insensitive and it could actually damage your brand. Think about the people you serve and what you can honestly offer your community without breaking the bank.
- Freeze your marketing if necessary. Contribution marketing isn’t right for everyone. If you can’t offer something that allows you to contribute your time and money in a constructive way, then take a break. Take care of your business from the inside. And gear up for your next launch.
With contribution marketing, it’s not about your ROI and making money. It’s about helping people in a very real, tangible way. By providing a service that the world needs, you’re also gaining brand awareness and positioning yourself and others, for a better tomorrow.
I’m Robin Samora with the Fast Marketing Minute. I honestly believe that contribution marketing should be part of every business’ marketing strategy. If you’d like me to review a press release that you’re putting out there to help the world, send me a note and I’ll review it, no-charge. I’m at Robin@RobinSamora.com. Talk tomorrow!