Pest Perspectives - September/October 2016 - 27

marketing matters THE POWER OF CAUSE MARKETING A re you looking for a way to attract new customers? Social responsibility is a strong selling point when customers are considering where to spend their money. Consider this: A Nielsen global online survey reports that two-thirds of consumers are willing to pay more for products and services from companies that show a commitment to having a positive impact on society and the environment. That's an increase fromĀ 50 percent in 2013. Interest in social responsibility is especially strong among Millennial consumers. In the 2015 Cone Communications Millennial CSR Study, more than 90 percent of Millennials say they would switch brands to one associated with a cause. However, that doesn't mean the power of cause marketing is limited to Millennials: www.flpma.org | www.pestperspectives.com Customers of all ages are more willing than ever to put their money where their hearts are. How can you incorporate social responsibility into your business' operations and marketing? First, decide on a cause that is authentic to your company's core values, relevant to your business's products and/or services and important to your customers. For example, if you own a pet products store, a cause that supports pet adoption or spaying and neutering would be a natural. If you own a women's clothing store, you might want to support breast cancer research. You can brainstorm with your employees to come up with ideas. Next, consider how best to support your cause. Do you want to donate money to an organization? Would you like to start your own charitable effort, By Rieva Lesonsky such as donating a portion of your profits from a specific product line or sales event to your cause? Perhaps you would rather contribute time by volunteering, or sponsor an event held by a relevant organization. Be sure to talk to your accountant about the tax implications of any donations, monetary or otherwise, that you make. Choose an organization to get involved with. Before lending your support to an organization, do some research to make sure the group is reputable. Also decide on whether a local, national or even global cause makes sense for your business. For example, if you own a website that sells products worldwide, it would make sense to contribute to a global charity; if you own one sporting goods store, however, it might be better to sponsor a local children's health organization. Pest Perspectives 27 http://www.flpma.org http://www.pestperspectives.com

Table of Contents for the Digital Edition of Pest Perspectives - September/October 2016

Presidential Perspective
FPMA in Paradise 2016 Highlights
Wearable Technology
Drivers and Your Fleet Safety Program
FPMA Corner
Controlling Virus-Spreading Mosquitoes
Operational Excellence
Marketing Matters
Advertiser Index
Pest Perspectives - September/October 2016 - cover1
Pest Perspectives - September/October 2016 - cover2
Pest Perspectives - September/October 2016 - 3
Pest Perspectives - September/October 2016 - 4
Pest Perspectives - September/October 2016 - 5
Pest Perspectives - September/October 2016 - Presidential Perspective
Pest Perspectives - September/October 2016 - 7
Pest Perspectives - September/October 2016 - FPMA in Paradise 2016 Highlights
Pest Perspectives - September/October 2016 - 9
Pest Perspectives - September/October 2016 - Wearable Technology
Pest Perspectives - September/October 2016 - 11
Pest Perspectives - September/October 2016 - 12
Pest Perspectives - September/October 2016 - Drivers and Your Fleet Safety Program
Pest Perspectives - September/October 2016 - 14
Pest Perspectives - September/October 2016 - 15
Pest Perspectives - September/October 2016 - 16
Pest Perspectives - September/October 2016 - 17
Pest Perspectives - September/October 2016 - 18
Pest Perspectives - September/October 2016 - FPMA Corner
Pest Perspectives - September/October 2016 - Controlling Virus-Spreading Mosquitoes
Pest Perspectives - September/October 2016 - 21
Pest Perspectives - September/October 2016 - 22
Pest Perspectives - September/October 2016 - Operational Excellence
Pest Perspectives - September/October 2016 - 24
Pest Perspectives - September/October 2016 - 25
Pest Perspectives - September/October 2016 - 26
Pest Perspectives - September/October 2016 - Marketing Matters
Pest Perspectives - September/October 2016 - 28
Pest Perspectives - September/October 2016 - Advertiser Index
Pest Perspectives - September/October 2016 - 30
Pest Perspectives - September/October 2016 - cover3
Pest Perspectives - September/October 2016 - cover4
http://www.nxtbook.com/naylor/FPMS/FPMS0616
http://www.nxtbook.com/naylor/FPMS/FPMS0516
http://www.nxtbook.com/naylor/FPMS/FPMS0416
http://www.nxtbook.com/naylor/FPMS/FPMS0316
http://www.nxtbook.com/naylor/FPMS/FPMS0216
http://www.nxtbook.com/naylor/FPMS/FPMS0116
http://www.nxtbook.com/naylor/FPMS/FPMS0615
http://www.nxtbook.com/naylor/FPMS/FPMS0515
http://www.nxtbook.com/naylor/FPMS/FPMS0415
http://www.nxtbook.com/naylor/FPMS/FPMS0315
http://www.nxtbook.com/naylor/FPMS/FPMS0215
http://www.nxtbook.com/naylor/FPMS/FPMS0115
http://www.nxtbook.com/naylor/FPMS/FPMS0614
http://www.nxtbook.com/naylor/FPMS/FPMS0514
http://www.nxtbook.com/naylor/FPMS/FPMS0414
http://www.nxtbook.com/naylor/FPMS/FPMS0314
http://www.nxtbook.com/naylor/FPMS/FPMS0214
http://www.nxtbook.com/naylor/FPMS/FPMS0114
http://www.nxtbook.com/naylor/FPMS/FPMS0613
http://www.nxtbook.com/naylor/FPMS/FPMS0513
http://www.nxtbook.com/naylor/FPMS/FPMS0413
http://www.nxtbook.com/naylor/FPMS/FPMS0313
http://www.nxtbook.com/naylor/FPMS/FPMS0213
http://www.nxtbook.com/nxtbooks/naylor/FPMS0113
http://www.nxtbookMEDIA.com