In the past when a consumer was looking for a product or service, he or she tended to focus solely on price and quality. Today’s consumers, however, now have added something else to their decision -making list; corporate social responsibility (CSR).
CSR is a business practice in which a company participates in initiatives that benefit society. There are many ways for businesses to build CSR into their existing business plan. For example, businesses can implement practices that reduce their carbon footprint or practice social responsibility by donating to national and local charities.
While price and quality are still important, consumers are really looking for a business that displays social responsibility. In fact, a recent Nielsen study revealed that 66 percent of consumers are willing to pay extra for products and services that come from companies that are committed to positive social and environmental impact.
If your business is already participating in CSR, then you might consider leveraging integrated marketing solutions to better communicate your efforts to your audience. Not only will this help establish trust, but it will also add extra value to your marketing campaigns that will put you a step ahead of your competitors.
Below are a few examples of how you can communicate your CSR efforts to your audience:
- Email marketing: There’s no better way to communicate with your customers than through the digital channels that they use most often. With email marketing, you can keep your customers updated on your charitable duties. For example, include a section in your enewsletter that’s dedicated to educating your audience about your CSR happenings.
- Website/Landing Pages: Why not create a landing page that discusses your CSR efforts in which you can direct your customers? This way when a potential customer visits your website’s homepage they can be directed to a landing page that thoroughly discusses your CSR efforts.
Indeed, consumers care more about knowing your business’s values so it’s up to you to communicate exactly those are effectively. Read more about this notion in my recent blog post titled “Consumers Value Relationship Over Product Innovation.”
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.