Ferrari Energy CEO Adam Ferrari breaks down “cause marketing” and how your business can positively impact the world.
Many consumers today are looking to support companies who look beyond the idea of profit and attempt to contribute towards changing the world for the better. For businesses looking to do just that, supporting a cause is a great place to start. Then companies should pair that effort with marketing, otherwise known as “cause marketing.”
Adam Ferrari, the founder of Denver-based Ferrari Energy, says that many organizations struggle with the idea of cause marketing due to lack of knowledge on how to enact the right strategy. For business leaders interested in expanding their brand while positively impacting the world around them, CEO Adam Ferrari shares five ways to engage in cause marketing.
- Plan and host a charitable event
Whether it is a walk, silent auction, dinner, run, or concert, consider hosting a charitable event that aligns with your businesses’ values and morals. It is also a smart move to choose a local charity so that at the event, company representatives can create genuine connections with those in the community, gaining potential new clientele or outside approval.
- Engage authentically with customers about your cause
The act of employees or management merely talking about the charity that your company is passionate about with customers or potential clients is a great way to market your brand positively. The key to connecting with customers is practicing being authentic while upholding transparency through conversation. Businesses should try and steer away from a marketing hype mentality.
- Donate through point of sale or portion of purchase
Companies can link their customers and their cause in multiple ways by allowing their consumers and network to be a part of the fundraising. Businesses can donate to the charity of their choice with the help of those who buy products or services through point of sale or portion of purchase donations. Brick and mortar stores can benefit significantly from point of sale donations by offering customers the chance to add an additional contribution to their purchase total. In return, many stores provide back a reward of some kind, such as a coupon. When implementing a portion of purchase campaign, organizations will market that they are giving a part of their sales towards a nonprofit.
- Commit to a long-term official partnership with a nonprofit organization
Many charities and nonprofit organizations offer memberships or formal partnership opportunities for interested businesses. Businesses can look online on a nonprofit’s website or call the charity to find more information regarding long-term partnership options.
- Social Media Campaign
Companies interested in establishing a long-term partnership with a nonprofit organization, consider following the action with a social media campaign. Once the partnership is deemed official, a business should look to their social media to market and announce the newfound relationship. It is crucial to deliver a striking and impactful message behind the reason and purpose of the partnership and how it aligns with the business’s passion.
About Adam Ferrari
Prior to founding Denver-based oil and gas company Ferrari Energy, CEO and founder Adam Ferrari originally trained to become a chemical engineer, eventually completing his degree Magna Cum Laude. After gaining experience in both energy and finance, he decided to launch Ferrari Energy, a private oil and gas company, from the ground up. Adam Ferrari was intent on helping educate mineral owners on how to manage their assets. With close ties to the community. Ferrari made it a priority to support various organizations including Denver Rescue Mission and Next Steps of Chicago.