Business Success Center
Businesses that depend upon advertising
should do everything possible to make sure they are spending
their dollars wisely. But as we all know, this is easier said
than done. How can we attract attention, develop a powerful
message, and effectively persuade our audience? How can we
lead them to believe that using our services or products is
the logical decision? How can we make our message stand out
in a world of constant commercial bombardment?
Enter
Public Relations, an important yet often ignored tool of
marketing. When it’s used in
conjunction with paid advertising it can mean big bucks for
companies of all sizes.
While
public relations efforts have proven their effectiveness
since the on-set of business, early efforts were not integrated
into advertising activity. In fact, it wasn’t until a campaign launched by American
Express in the 1980’s when the corporate world started
to take notice of the power of public relations. The credit
card giant modified all of their advertising, communicating
that each time a cardholder used their American Express card,
they would donate a penny to the restoration of the Statue
of Liberty.
The campaign
results were much better than even American Express could
imagine. Consumers couldn’t help but feel good about
a business that supports our country. And, since each purchase
supported Lady Liberty, additional spending was certainly
justified! As a direct result, card usage and membership
increased substantially.
The cost of a facelift for America’s favorite lady: Priceless!
American Express was not the
only one pleased with this creative use of advertising and
public relations. Their successful campaign kick-started marketing
experts all across the world who learned quickly that communicating
involvement in a cause, the community, and/or the country will
motivate action and generate profit. Businesses began
using terms like “cause-related marketing,” becoming
involved in community efforts and telling the world through
advertising efforts.
Today, study after study continues
to find that companies who utilize this combination marketing
approach are extremely effective. In a most recent comprehensive
marketing study (Brand Benefits, 2003), it was found that we
have a much more charitable public than even the experts anticipated!
Studies concluded that over two-thirds of consumers (68%) actually
want companies to become more involved in the community through
supporting charities, organizations, and/or causes. And, most
importantly, they confirmed that those companies who do this
would see a significant increase in revenue. Customer perception,
loyalty, and buying behavior are all positively impacted when
companies tell their publics about their community and cause
involvement.
It’s important to note,
that when companies recognize the importance of PR & Advertising,
everyone benefits. Take Whirlpool Appliances for example. Instead
of promoting great sales or lifetime guarantees in their television
commercials, the mega-manufacturer features their non-profit
partner, Habitat for Humanity. The well-known charity brings
local volunteers together with families in need, building them
new, affordable housing.
According
to Whirlpool, “every
family needs a place to put down their roots and nurture a
hopeful future.” Their commercials feature families,
and focus on the commitment that Whirlpool has to help these
families achieve the American Dream. The company proudly donates
a refrigerator and range to every Habitat Home. With marketing
like this, is it any surprise that Whirlpool is the #1 Home
Appliance Maker in the United States? Everyone wins.
If you’re thinking that
you couldn’t possibly donate on this level and that every
penny in your business counts, you’re not alone. You can effectively
blend public relations into your advertising and make a positive
impression with your publics without breaking the bank.
One very effective way to increase
your revenue is to show your support by generating awareness
for a particular cause or event. For instance, use a portion
of your advertising space to let the world know about the surprising
number of children that suffer from developmental issues such
as Autism. List the local provider that offers assistance and
needs community support. By taking this action, you let your
publics know that you are a company that cares. You help the
local non-profit provider, the children, and your
bottom line.
Many
companies are already being wonderful corporate citizens,
yet failing to toot their own horn in their advertising efforts.
If your company or employees are involved with local charities,
let the world know through your advertising efforts. Don’t let your gifts of time
go unrecognized. Showcase the organization’s name and
logo (assuming you have permission), and proudly state that
you are a supporter of that organization.
As with
any good marriage, commitment is the key to success. Over
promotion of a one-time only philanthropic activity will
not get you the results you need. When companies find a charity,
cause, or non-profit to work with…they
must become committed to an effective long-term campaign that
will be beneficial to all involved. And, of course, make sure
the organization you choose to partner with is one that makes
sense given your business type as well as your personal views
and values.
Many
CEO’s fear taking
their marketing down this successful path. While the research
is clear and the arguments compelling, it is change that causes
paralysis. If you are experiencing cold feet, remember the
wonderful benefits that engaging in public relations activities
offers for everyone involved. Secure your future, take the
plunge, and tell the world!
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