Public Relations & Social Marketing Insight

What’s in it for them?” is, perhaps, the most important question that you can ask yourself before you enter into cause-related business (or any business, for that matter). So often, marketers know a ridiculous amount about their product, their points of differentiation, their mission or even their cause, yet when asked about their customer, they run out of things to say rather quickly.

The secret to fostering engagement with your customers lies in knowing what they are really buying from you. If you want your business to do good, it better be the kind of good that people care about. People save the cute and cuddly animals first. Baby fur seals and koalas are far easier to rescue than the blowfish. This is not to diminish the importance of any cause, but if we fail to be honest about the way that consumers buy and buy in, then we fail to understand the nature of “good” in business....