Boutique Owner Grows Small Business by Using Social Media and Cause Marketing

Carla Gizzi knows her business. She's had a vintage inspired home and jewelry boutique in Red Bank, New Jersey for fifteen years. She says that business has slowed in the past few years, but with a loyal following it hasn't disrupted her passion for buying merchandise and finding new ways to promote her shops. By using a combination of social media and cause marketing strategies Carla is bringing in new customers and growing her business. 

Real Stories. Real People. Webisode by Lori H. Ersolmaz

BUCKETS FOR THE CURE CAMPAIGN

What were they thinking? There's plenty of data that supports the fact that diet plays a significant role in preventing cancer. So how did the fundraising team at Susan G. Komen decide that a partnership with KFC was a good fit? A KFC press release states, "KFC is joining the fight against breast cancer with a national “Buckets for the Cure™” campaign aimed at educating more women about breast health, generating support for the cause and attempting to make the single largest donation in the history of Susan G. Komen for the Cure." According to bucketsforthecure.com, KFC is contributing 50 cents for each "PINK" bucket sold and their goal is $8.5 million. To date they have raised over $3 million, but only have until May 9th to reach their goal.





Susan G. Komen has long been a recognized and respected brand, but they have led the organization into an ethics quagmire. Unfortunately, by adding KFC to their "Million Dollar Council Elite" the message to women is that funding is more important than women's health.

WHAT DOES PEACE MEAN TO YOU?

Brighton, a fashion accessories company has created a special bracelet for the Give Peace a Chance Campaign during the month of July. Certainly Brighton with their high quality product line is interested in corporate philanthropy and giving back and they seem to have a good track record. Since 2005 they have donated nearly $814,000 for the American Heart Association’s Go Red campaign. They also created a hope and encouragement bracelet to help rid the world of breast cancer and contributed over $1.7 million from the sales of those bracelets.

When you purchase the Peace bracelet, $5 from your $50 purchase goes to one of the participating charities of your choice. The charities include: Seeds of Peace, Women for Women, US Cares and Action Against Hunger.

I purchased my bracelet at lovely store called Necessities for the Heart and love it! Brighton accessories are well-designed, and high quality wearable works of art. Find participating retailers.

PR WEEK'S CAUSE MARKETING SURVEY--DIG A LITTLE DEEPER INTO CAUSE MARKETING RELATIONSHIPS

87% of respondents believe that it’s important for companies to support causes and charities.

Today’s consumer may or may not be aware of the methods companies use to gain their attention and loyalty. When brands align with causes, the battle for trust has only just begun. One has to wonder about the transparency of it all. People surveyed in PR Week's Cause Survey 2006 mentioned companies who made a difference, but do they mention them solely based on the companies' communications and media campaigns?

The following example shows the good in cause marketing. But buyer and nonprofit beware. Get out your critical thinking skills before embarking on cause marketing relationships. Get PR Week's Study to understand what companies, nonprofits and individuals are thinking and acting upon. Be sure to do your homework when considering a cause marketing relationship.

~Every October for the past 13 years, shoppers at Marshalls department stores have played a role in ending domestic violence, just by filling their carts with clothing, shoes, and household goods. On the day Marshalls hosts its annual “Shop ’Til It Stops” benefit, the retailer donates 1% of all sales from its 700 stores to the San Francisco based Family Violence Prevention Fund (FVPF), providing support to the FVPF’s efforts to prevent domestic violence and help victims nationwide. This year, not only did Shop ’Til It Stops Day generate more than $300,000 to fund public education and training programs, but it also raised awareness among hundreds of thousands of shoppers about the issue of domestic violence against women and children.~

Top Companies Mentioned by Respondents:
Microsoft
Target
Wal-Mart
McDonald’s
Yoplait
Avon 3
Newman’s Own