I've often wondered what it would take to get me to switch brands.
Let's take grocery stores. There is a Ukrop's and a Kroger both within 5 minutes of my house. There are things I prefer at each grocery store - so it's often a toss up as to where I'll go, though Ukrop's does have a little bit of an edge because I like their prepared food.
Are you in a situation where there isn't a huge difference between you and your competitors? What could you do to cause a customer to switch their allegiance to you.
The answer is - cause marketing.
While it sounds simple, it's not easy. Your charitable efforts need to have three things to truly work.
- Impact - go big
- Emotional connection with your customer
- Emotional connection with your brand
So we're back to - what would it take Ukrop's or Kroger to get me to do my grocery shopping exclusively with one or the other - is there anything they could do?
There sure is.
Safe Harbor is a domestic abuse shelter in Richmond, VA. One in four women is the victim of domestic abuse. It affects women of all races, classes, backgrounds. (Men are victims as well). I challenge you to find any woman who has not been affected personally or knows someone who has.
Guess what Ukrop's and Kroger - right now you have employees who are dealing with domestic violence. You have customers who are suffering from abusive relationships.
Safe Harbor is researching the possibility of building another shelter to serve the Central Virginia community which currently lacks enough emergency shelter beds to house domestic violence victims in imminent danger. If a company stepped up right now and put up all or a lot of money to help build that new shelter - the impact could be huge.
I'll tell you this- if Ukrop's or Kroger stepped up the plate in a big way - DONE! All my grocery shopping will be done at their locations. Period.
Here's why:
- Impact - I could see the direct and large impact from the company's involvement in the charity. This isn't just sponsoring an event, this is actually helping a shelter get built.
- Emotional Connection with your customer - I can't think of many subjects so emotionally charged. Domestic abuse affects SO many women, either themselves or someone they know. And FYI - it's gotten even worse recently due to the pressures of the downturn in the economy.
- Emotional Connection with the brand- If Ukrop's or Kroger were to come out and quote the statistic, let us know that this is a problem that affects their own employees and their employees families, (they don't have to name names) If they were to acknowledge the fact that their female (and male) customers' well being and safety is at risk - that they are going to stand up for those people - now you've tied the charitable cause into the brand.
If a grocery store chain, or any other company, were to stand up and help build this new shelter - they would have my business.
Now, I hear you saying, but in this economy - how could we possibly justify spending that money from a business cost perspective? Here's how -
- Take some or all of the money from marketing
- The PR you'd receive would probably give you more reach and be more effective than most of your current advertising
- Word of Mouth - I'd tell every woman I know about it. Again, if there isn't a big difference between brands, I want to shop at a place where I feel good about shopping. I want to be proud to have Ukrop's or Kroger bags and products in my home.
- Do the math - if enough customers switched, or shopped your store full time, you could more than make up the cost of the charitable donation.
Still not sure? Read Trendwatch's article about Generation G - the old way of marketing is not as effective as it used to be. See what does work and why.
Thanks to Robin Smith at Give2grow.net for her powerful ideas on giving.
I'm completely with you. I drive past 5 grocery stores to go to one that supports things I care about in the community. It doesn't take much money or effort on the company side. Just a little forethought.
Posted by: Toby | February 19, 2009 at 11:32 AM