Adopting a housing cause can begin a partnership that creates a mutually beneficial relationship—if you make smart, strategic choices along the way. Not only will you burnish your image and brand, as well as boost sales, you’ll also do something for the greater good and uplift your community.
Assuming that you’re now convinced of the value of housing cause adoption, here are five (more) things to consider as you begin the adoption process.
- Choose carefully. When selecting a cause, make sure it’s both relevant to your business and something internal and external stakeholders will also want to get behind.
- Stay humble. As you begin to integrate the cause into your brand, focus on promoting the overall mission rather than on using the cause as a device to talk customers into actions that will benefit your business immediately or directly.
- Be inclusive. Provide your customers with opportunities to participate in the cause. Be clear about how their efforts can make a difference, then measure and report back to them on the impact of those efforts.
- Embrace Millennials. The Millennial demographic’s defacto expectation is that the building products industry will do their part to make the world a better place. Begin to engage these brand influencers now through social networking, such as Facebook or Instagram campaigns that promote your cause and whose low barrier to entry makes participation effortless, and they will reward you with their business later on.
- Go old school. Don’t ignore traditional marketing approaches such as messaging on packaging, media interviews promoting events related to the cause and print advertising, as they can add dimension as well as reach to your housing cause campaign.
Careful consideration and a strategic approach to adopting a housing cause will resonate with your customers and the community at large. This in turn creates a lasting impression and sparks a relationship, which garners loyalty. When done well, it raises your brand’s visibility and can provide the best opportunity for you to connect with your customers.
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