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Hey there,
I started a resort apparel and accessories company three years ago called Sand Shack (Sand Shack - Shell and Silver Jewelry | Shell Jewelry | Beach Jewelry | Cape Cod Jewelry | Located in Cape Cod, Massachusetts), and I started it with a central theme and mission of ocean conservation. In fact, I give 5% of the proceeds directly to ocean conservation efforts. We donate this money in addition to the ocean conservation events we organize and host on the beaches during the summer.
Having a strong and admirable cause associated with your company is not only good for the world, but good for business. However, you have to leverage your cause for the benefit of your company. And there is nothing wrong with this, because in my company's case, the more we make, the more we donate to ocean conservation... So promoting your cause is not exploiting it. My point here is don't have a cause and not tell anybody about, let the world know.
Below is an example of how we are tying our company's mission and marketing efforts into one concise, effective campaign.
The number 5 is a symbolic number for our company. We give 5% of our proceeds to ocean conservation to help 'keep it blue'. Therefore, next week we are launching a $5,555 giveaway. We are giving $5 gift cards for our website to anybody who expresses interest in them. It is a great deal, as there are $5 items on the site to purchase and everything is free shipping. But anyways, this not only promotes our company, but the symbolism of the number 5 promotes our cause. It makes for a more interesting and admirable campaign than if we were just to give away $5,000. Don't you think?
This is just one of the many ways we are using our cause to make our company more interesting, and ultimately more profitable. I could list others, but that would make this post look like I copied and pasted an entry from my blog.
I am interested to hear what people have to say about integrating a cause into their company's marketing campaign, and whether or not they have had any luck with it.
Also, I would love to give anybody who is reading this the $5 gift card, but I don't want to post it here. But I can get it to you if you join the group 'Sand Shack' on facebook...because in the next week I will be sending all its members the gift code...so join the group, and feel free to tell your friends.
Cheers,
Brian
Nothing to Lose - Entrepreneurial Lessons and Adventures
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