CAUSE MARKETING
The once unique practice of a company or association aligning itself with a philanthropic "cause" has become so widespread, it must be considered de rigueur. But there are many colors and permutations to cause marketing. The question may come down to: Is cause marketing right for your company? One rule to abide by is that your cause-marketing program must be aligned with your company's overall strategic objectives. In other words, determine what you are seeking to accomplish. Are you developing the program for marketing purposes or for human resources (employee retention) purposes? If you are developing a program for marketing purposes, you must determine the commitment your organization is willing to make. Strategic Philanthropic Marketing Program Corporate Responsibility Program Strategic Alliance If you are developing a program for employee retention purposes, there are several avenues to explore. One popular route is enacting a mandatory, monthly half-day during which employees perform volunteer work for a charity of his or her choice. Another popular option, particularly for professional services firms, is weaving pro bono work into their account mix. Ultimately, the greatest advice is to enter into a cause program out of sincerity: While the public respects companies that "give back," they are more cynical than ever and if there is blatant manipulation at work, they will sniff it out.
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HOW TO NETWORK
What is the value of networking? Good, old-fashioned, in-person networking is probably the most effective method of prospecting and making new business contacts. Nothing compares to directly interacting with someone and harnessing the opportunity to collect vital information and promote your company. Whether networking is a walk in the park or the scariest experience imaginable, the list below will help to improve your networking skills. 1) You have to be in it to win it: start accepting those invitations. 2) Be prepared: Always carry business cards with you. Additionally, carry a pen and paper so you can write down the contact information of people who do not have their cards. 3) Go alone: As tempting as it is to take a friend or co-worker, try to go solo. You will be more apt to start conversations instead of huddling on the sidelines with your pals. 4) Expect to do the approaching: People are generally shy, so you should take the first leap and introduce yourself. Remember, no one is going to look at you like you have two heads: you're at a networking event where people expect to be spoken to by other professionals. 5) Make the most of an opportunity: ask questions, listen carefully to answers, and respond appropriately. In other words, have a conversation. 6) But know when to end it: You're not writing a bio on the person, so keep the conversation to five minutes, maximum. 7) Always exchange business cards or contact information. This is a normal business practice people tend to forget, so it's up to you to ask. 8) Make it easy for people: Don't say something such as, "email me with your other questions tomorrow." No mater how engaged you are with someone in person, they might forget when they are out of the moment. Instead, tell them you will contact them. 9) Always do what you say you are going to do: If you say you will call/e-mail/send a brochure/give them the number of your dentist – do it. 10) Keep in touch: Add them to your contact list. Note how you met them. Drop them a note every few months. Staying in contact with the people you meet is how you expand your circle of contacts and you never know when someone in that circle will need you or your company. Networking works! But you must utilize your time well and be sure to follow up and keep the relationship active. Best regards, Visit Our Web site: www.kellencommunications.com |
