“Cause Marketing” for Gift Basket Businesses
I was just browsing though the May issue of Deliver Magazine, published by the US Postal Service. An article about “cause marketing” caught my eye. According to author Linda Formichelli, “Co-marketing (or cause marketing) your business with a charity helps not only the cause but also your business…87% of Americans ages 13 to 25 would switch brands if one were associated with a good cause” (assuming the brands are comparable).
How can a gourmet gift basket business owner incorporate cause marketing into day to day business planning? The author gave some suggestions about how to go about starting this type of program. First, you need to think about your own values and how these mesh with your business objectives. In other words, ask yourself: What do I stand for? What is important to me? From this, you can logically come up with a cause to support.
For example, if you only use all natural, organic foods in your gourmet baskets, you might pledge some money from each gift basket sale to an organization that supports “green businesses”.
Or you might support a cause that is related to a more personal issue. A gift basket business owner that I know has a nephew with Down Syndrome and at holiday time, hires part-time workers with Downs Syndrome to help with tasks such as packing, putting bows onto baskets, etc. She also donates part of her holiday sales to the national organization.
These days, when people are being more careful about where they spend their money, you may be able to create a win –win situation for your business, the particular cause you support and your community.
Are you interested in “going green”? Check out the new Envirosax Reusable Shopping Bags at Apex Gift Foods. These colorful satchels can be used for packing your gourmet baskets or you can insert one in your basket as a gift.
1 comment May 17th, 2008