People want to do business with companies that care! How are you connecting to your community? In recent years, there has been a huge trend in local sponsorship, charity tie-ins and companies connecting to the communities where they do business.
CAUSE MARKETING AND SPONSORSHIPS: Why They’re Vital and What to Consider
Recent studies support the importance of cause-driven campaigns. The 2018 Survey of Young People and Social Change by DoSomething Strategic revealed that nearly half of consumers believe it’s important for brands to have social change initiatives that they can support. A similar report from Kantar 2020 found that organizations with a clear sense of purpose, saw the value of their brand improve by 175 percent over 12 years. This is nothing new to AM Strategies. We have been connecting some of San Diego’s biggest brands to the community for over 25 years. We’d like to share why it’s vital and what to consider.
Why local sponsorship?
It’s a unique and effective channel that builds relationships with customers. These channels often include shared media from the sponsor or charity and free user generated content. For example:
- Media spots
- Newsletter mentions
- Social media
- Booth at the event
The benefits of using an agency in local sponsorship campaigns?
We understand how to cast a wider net in promoting this relationship. It is important that you naturally build this connection so it does not seem forced or boastful. Agencies like Advanced Marketing Strategies also consider the following:
- Brand Targeting
- Cause Preference ( do you want to tie your brand to any cause in particular, maybe list some examples )
- Is your brand local
- Focus on local communities
- Evaluate opportunities based on online presence (website, social following, event attendance)
- Protect client’s brand
A great example of how we tie-in cause marketing with our current client — Mossy Auto Exchange — is the new LOCAL LOVE CHARITY WALL we designed. Mossy Auto Exchange chose meaningful local charities to donate to with the purchase of every vehicle. We created a fun basketball hoop design that matched the playful atmosphere of this ground breaking dealership. It is a feel good piece for customers, employees, the brand, and us as an agency.
Need help with staying connected with your local community or charity tie-ins? Give us a call. We have LOTS of ideas we would love to share over coffee!