Read my story about small businesses participating in local cause marketing programs.  This is a great opportunity to out-market your local competitors!

From Sarah Kerkian, Senior Insights Associate at brand strategy and communications agency, Cone:

“American consumers continue to have high expectations of companies to support important causes, even amid the recession, and they are quite supportive of cause marketing.  In fact, Cone’s research found that a full 85 percent say it’s acceptable for a company to involve a cause in its marketing.  Now is not the time to be humble.  It’s the time to build authentic and lasting relationships with important organizations and causes and to engage consumers and employees in your efforts.”

I have had the pleasure of working alongside Cone with a national client and am very impressed with their competencies and insights.  They know how to build value for frequently searched brands.

Download Cone’s PDF, Cause in the Marketplace: Current Trends Spring-Summer 2009.

Here are three tips for small businesses to convert local business online by participating in a cause marketing program:

1. Include the cause’s logo on the home page of your small business website.
2. Link the logo to another page on your website that explains your involvement and how you have helped others participating in the cause.  Include a call to action.
3. Write and submit an online press release announcing your involvement with the cause, how you are specifically helping, and how your customers can participate (if applicable). Don’t forget to link the press release to your small business website, and to the website of the cause marketing program.

Here are some research insights from a Cone 2007 survey of over 1,000 US adults:

• Over 66% of Americans consider a company’s business practices when deciding what to buy.
• 92% state they have a more positive image of a company that supports a cause they care about.
• 87% are likely to switch from one brand to another if quality and pricing is the same, but the other brand is associated with a good cause.
• 30% have recommended a product or company after hearing about a company’s commitment to social issues.
• 22% have used the Internet or other technologies to engage in grassroots activism.
• 66% look at what a company is doing in the community when deciding where to invest.