In the past, marketing and advertising were all about how much you could “get” – getting the customer to watch your ad, getting people to buy your product, getting people to remember your catchy advertising jingle. But today, in the era of social media, online research and mobile apps, when consumers have more information and greater transparency than ever before to know about the brands and products they buy, it’s not good enough to make your marketing about “getting.” Instead, clever companies and merchants today are focusing their marketing on “giving.”
The New Trend in Marketing is Generosity
Generosity in marketing can take several forms. Many businesses try to create a sense of generosity in their marketing by offering value in the form of content marketing. The DonorAid programs “point of difference” is unlike other marketing and promotional initiatives where payment is upfront without certainty of sale, the costs to company or merchant of a DonorAid loyalty reward is only applicable once the customer has transacted.
Focus your Marketing on Giving
There are many great examples all around us of how companies and merchants can use their generous spirits to make a difference for churches, charities, clubs, people, (and animals) in need. Generosity is the new marketing. Not only is it the right thing to do, it’s often the most effective way to get people to learn about (and remember) your business. If you give people a reason to love you and root for you, they’ll be more willing to buy from you, spread the word about what you do – and keep coming back.
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