When disaster struck in Haiti in January, many jewelry stores stepped in to do what they could to help. By doing so, a lot of them did some good for themselves. They got significant media exposure and reinforced relationships with customers. It’s called cause-related marketing, and every smart jeweler should do it. But to be effective, you need a plan. Here’s how to get started:
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Find a cause or causes that mean something to you. Ask your best customers what causes are important to them. Nothing builds relationships like shared interests.
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Contact the leaders of these organizations. Let them know you’re willing to help.
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Find out who is handling public relations for these organizations. Work with them to create an event that can grab people’s attention. Collaborate on a press release that will go to key people in the local media.
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Donate products or services that show your unique strengths. If you do significant watch business, for example, donate a watch.
Enlist customers to promote the event. They can talk it up at work, among family and friends, and at professional meetings and events.