Cause-Related Marketing Causing A Stir Among Food Retailers

By: David Fikes, Vice President, Consumer/Community Affairs and Communication, Food Marketing Institute 

Retailers understand the importance of aligning values and building consumer trust as an integral part of demonstrating competence and deepening customer loyalty. However, short of bragging about their good deeds, which no-one finds acceptable, retailers struggle with finding tangible ways of demonstrating how they share the same social concerns as their customers.

Some retailers find “cause marketing” - the cooperative efforts of a business and a non-profit for mutual benefit – to be a helpful tool for communicating and highlighting shared values with their customers. In the past, support for causes consisted primarily of financial sponsorship or donation. Indeed, cause sponsorship is ranked third in North America, according to Nielsen data, behind only athletic and entertainment sponsorships. In exchange for these financial commitments, donors often receive a plaque or thank you note to display in their store. While some customers may notice this and draw the connection between donation and the retailer's values, recent trends suggest a changing tide in expressing social responsibility.

Opportunities such as developing content, collaborating on programs and creating new products allow a business to become more actively and deeply involved in chosen causes.  Redirecting time, talent and treasure to these "high-touch" programs increases the reach of your message, the message of the cause and the message of community-focused values. Consumers have a sixth sense about authenticity, so it is vital to the success of your program that it aligns with expressed corporate business objectives, values and vision. A synergistic approach will strengthen your brand and resonate with consumers, building trust, loyalty and business.

FMI is committed to providing resources and recognition to aid retailers in their efforts to enrich the lives of shoppers.

• The Business Case for Sustainability guides retailers interested in connecting consumers, sustainability and business improvements by providing a practical approach, links to key resources and specific company examples.
• Using Cause Marketing to Engage Shoppers and Boost Shopper Loyalty Webinar will share the basics and benefits of cause marketing and use MilkPEP’s “Great American Milk Drive” as a case study.
• FMI Community Outreach Awards recognize programs that retailers have enacted to better their community and improve the lives of their shoppers. Past nominations are available for viewing and inspiration for getting started on your own program. 

I encourage you to participate in the Cause Marketing webinar, peruse the guides FMI has created and draw inspiration from our Community Outreach Awards. FMI members have a valuable network of peers who can inspire each other through programs and case studies that demonstrate the tangible business value of imparting the intangible value of goodwill. 

Resources:

• Neilsen: Consumers Who Care 2013
• Neilsen: Can Doing Good Be Good For Business? 2014