Jay Samit is the CEO of Social Vibe (http://socialvibe.com/). You can see more content here on Docstoc or follow him on Twitter.
- 1. You are connecting with a consumer’s passion.
- 2. There is viral potential.
- 3. You have access to celebrity endorsements.
The best way for brands to use cause marketing is to really amplify their message.
First of all, you’re connecting with consumer’s passion and the second you get a consumer focused on what their passionate about, they’re going to make it go viral. They’re going to tell friends and share because you the brand are coming along for that ride. So they become an evangelist for what you’re talking about and with many causes, there’s many celebrities that are also out there supporting that.
So then they will tweet the message. They will put it in their blogs. They will put it in their Facebook and you now have a whole universe that is leveraging that brand message as part of the cause market.
The best way for brands to use cause marketing is to amplify their message.