The Marketing Do-Gooders Will Prevail

Jun 01, 2009•Blog Posts•General Marketing• by author

Stacey A.

Nice guys might finish last, but these days, nice companies are finishing first. Businesses that are promoting philanthropic marketing strategies are winning people over left and right, especially during these tough economic times.

The concept is basic: help your clients. A company that goes above and beyond to reach out to its community’s targets seems to build a fierce sense of loyalty within its current consumers, while attracting all types of new prospects. Similarly, a company that promotes strong values and good will can also align its core values with those of the everyday, honest consumer.

Here are some examples of some big-name companies that are really amping up on the philanthropy within their marketing strategies, and getting some serious PR as a result:

• Procter & Gamble. The company has teamed up with UNICEF to provide vaccinations and Pampers diapers to needy children and families throughout Africa. By associating the Pampers brand with a higher cause, sales have risen. P&G have also responded to the global water crisis by donating to Ethiopia and Columbia, and helping their inhabitants learn how to purify water using the P&G product, Pur. This act of kindness has led to higher overall sales in those countries.
• Pfizer. Recently, this pharmaceutical company rolled out a plan to help individuals who were without health insurance as a result of job loss, but still needed prescription drugs. Pfizer’s “Maintain Program” allows individuals who were prescribed Pfizer-produced drugs to continue certain prescriptions for up to one year, or until they become reinsured. The idea that a large faceless corporation is helping people in a time of need is tremendous for building confidence in the company.
• Hyundai. The Hyundai Assurance plan was implemented as a result of the current economic situation. If a new Hyundai owner loses his job, he can walk away from loan or lease payments without fear of negative equity. In layman’s terms, if you can’t afford the car, you can return it without worry.
• General Motors. The Payment Protection program works a little differently than Hyundai’s “Return the car” policy. Instead, if a new GM owner becomes unemployed within the first two years of a purchase or lease of a car, GM will pick up the tab and make payments for that car owner. Their advertising reinforces that the car owner will, in fact, get to keep the car – which bolsters confidence in the American auto industry.

While your business is likely suffering from the current market, you can appeal to your consumers and prospects by providing some good, honest incentives for them. And boosting up your PR is just the icing on the cake.