Part I:	Fewer sales? Then turn up the volume!
Part II:	Cater to your biggest source of revenue: Current clients
Part III:	Marketing with a conscience
Part IV:	Email marketing: Your most efficient, cost-effective choice

Part III: Marketing with a conscience

But, but, but. Value is what it's all about, isn't it?

Well, yes. Mostly.

So, what else must you have?

A social conscience. Here's some evidence from a recent Edelman goodpurpose™ global study of consumer attitudes:

• 68% of consumers would remain loyal to a brand during a recession if it supports a good cause;
• 48% say that if two products are of the same quality and price, commitment to a social purpose trumps factors such as design, innovation and brand loyalty when choosing one brand over the other;
• 52% are more likely to recommend a brand that supports a good cause over one that does not;
• 54% would help a brand promote a product if there was a good cause behind it;
• 87% feel it is their duty to contribute to a better society and environment;
• 82% feel they can personally make a difference and 83% are willing to change their own consumption habits to help make tomorrow's world a better place; and
• 76% like to buy from brands that make a donation to worthy causes.

"Clearly, putting meaning in marketing is more important than ever," says Mitch Markson, president, consumer brands and founder of goodpurpose. "These findings present brands with an opportunity to engage in 'mutual social responsibility'—brands and consumers working together to effect positive social change for mutual benefit—and to realize a 'return on involvement,' a new metric that looks at participation and involvement as true builders of brand loyalty.

"When a brand acts as a 'citizen brand,' contributing to community and society beyond its functional benefits, 'doing good' can translate to 'doing well' and the brand can forge a stronger emotional bond with its consumers."

So, not only is promoting a good cause seen as positive, but it can help spark sales in a recession, a time during which a lot of your competitors are much quieter than usual (oh, and the ad rates are often lower).

If you want to learn more about how you can do good and do well, call us today at Adams Jette Marketing + Communications at 613.235.5445 or email us at info@adamsjette.com.

<< PART II | PART IV >>

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