Traditional Marketing
Tactics
Holding charity events is nothing new for jewelry retailer Michael C. Fina. Since 2009, the company has sponsored an event called the "Diamond Dash" to raise money for the The Leukemia & Lymphoma Society (LLS), where participants go on a scavenger hunt around New York City searching for the grand prize — a handcrafted Tacori engagement ring.
The jewelry retailer also enjoyed success with its Valentine's Day LLS event, where it partnered with Gilt City, an online lifestyle destination site featuring local offers and experiences in the New York City area, to host an exclusive private sale celebrating its rarified wedding bands, engagement rings, tableware and home décor pieces. Michael C. Fina closed its doors to the public and opened them to Gilt City members, who were invited to peruse the fine pieces and try on stunning diamond jewelry.
"We decided to partner with Gilt City because of the strong potential customer base they were able to connect us with," says Teegan Conti, public relations and special events coordinator for Michael C. Fina. "The majority of the Gilt NYC [New York City] subscribers were in our target age demographic, have a high household income and an affinity for luxury products."
The 200-person event sold out in just a few hours, helping raise $750 for LLS. On top of donating money to a worthy cause, Michael C. Fina increased its Facebook fan base and 50 new people opted into its email program shortly after the event ended.
"Our strategies to turn these event attendees into customers are mainly email- and social media-based, keeping them informed of the latest product launches, special offers and future events that may interest them," Conti notes.
Helping the less fortunate may not even need a campaign to spread good will. Summer Classics, an outdoor furniture retailer, partnered with the Hearth, Patio & Barbecue Association to support victims of the deadly tornadoes in Alabama this spring. After the Red Cross communicated a need for charcoal grills in the area, many organizations donated supplies to Summer Classics, whose employees delivered those supplies — over 350 grills and 5,000 bags of charcoal — to victims. The gesture didn't generate the buzz a campaign to raise money would have, but a small, local approach sometimes works best.
There are many tools (e.g., social media) available to retailers as they look to execute their cause
marketing campaigns. Remember, not only can these charitable efforts greatly improve the quality of life for others, but they can also increase your brand awareness as well.
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Cause Marketing: Doing Well by Doing Good
Traditional Marketing Tactics
Holding charity events is nothing new for jewelry retailer Michael C. Fina. Since 2009, the company has sponsored an event called the "Diamond Dash" to raise money for the The Leukemia & Lymphoma Society (LLS), where participants go on a scavenger hunt around New York City searching for the grand prize — a handcrafted Tacori engagement ring.
The jewelry retailer also enjoyed success with its Valentine's Day LLS event, where it partnered with Gilt City, an online lifestyle destination site featuring local offers and experiences in the New York City area, to host an exclusive private sale celebrating its rarified wedding bands, engagement rings, tableware and home décor pieces. Michael C. Fina closed its doors to the public and opened them to Gilt City members, who were invited to peruse the fine pieces and try on stunning diamond jewelry.
"We decided to partner with Gilt City because of the strong potential customer base they were able to connect us with," says Teegan Conti, public relations and special events coordinator for Michael C. Fina. "The majority of the Gilt NYC [New York City] subscribers were in our target age demographic, have a high household income and an affinity for luxury products."
The 200-person event sold out in just a few hours, helping raise $750 for LLS. On top of donating money to a worthy cause, Michael C. Fina increased its Facebook fan base and 50 new people opted into its email program shortly after the event ended.
"Our strategies to turn these event attendees into customers are mainly email- and social media-based, keeping them informed of the latest product launches, special offers and future events that may interest them," Conti notes.
Helping the less fortunate may not even need a campaign to spread good will. Summer Classics, an outdoor furniture retailer, partnered with the Hearth, Patio & Barbecue Association to support victims of the deadly tornadoes in Alabama this spring. After the Red Cross communicated a need for charcoal grills in the area, many organizations donated supplies to Summer Classics, whose employees delivered those supplies — over 350 grills and 5,000 bags of charcoal — to victims. The gesture didn't generate the buzz a campaign to raise money would have, but a small, local approach sometimes works best.
There are many tools (e.g., social media) available to retailers as they look to execute their cause marketing campaigns. Remember, not only can these charitable efforts greatly improve the quality of life for others, but they can also increase your brand awareness as well.