Today is Bastille Day

In honor of Bastille Day I thought it would be fun to showcase an event the *American Cancer Society hosts ever year called Jail & Bail. 

Jail & Bail is an annual fundraising event that brings together community leaders and ordinary citizens for a common cause… to help fight Cancer!

Jo Walters, David Singer, Sabrina Singer and Marilee Maddox

For many years I was an active participant in Jail & Bail, serving as a Parole Board Member AND a Jailbird! 

This year, the American Cancer Society’s annual Jail and Bail event, held recently at the Sheraton Fort Lauderdale Airport Hotel in Dania Beach, raised more than $150,000.

Here’s how it works: The fundraiser has community members “arrested” by local law enforcement officers and brought to the mock jail. While in custody, these “jailbirds” have unlimited use of a telephone to call friends, relatives, co-workers, business associates, etc…, to raise the bail in pledges to the American Cancer Society. The bail is determined by a “judge” at the “jail”. And, all donations are fully tax deductible contributions to the American Cancer Society.

The local ACS sends media releases with Parole board members names and companies and also provides volunteers with their own press release Template to send out to their own media contacts. This is also a great way to stay top of mind in the media when they are looking for a story or resource.

One of my good friends David Singer (an attorney in Hollywood, Florida) has been the local Jail & Bail chairperson for years. And he and his law firm have received prestigious placement in all the major media outlets in the tri-county area including print, radio AND TV.  He works tirelessly to recruit Parole Board members who in turn find people to “arrest.”

And it’s a fun event. 

What does Jail & Bail have to do with Marketing? It’s called Cause-related marketing. Whenever businesses support a cause that has potential to reach a lot of people in the community, it helps them not only create goodwill in the community, it often will gain incredible media attention.  And that’s the kind of attention most businesses want. Because we don’t have to pay for it and we can feel good about giving back. As a “sponsor” you get visibility on marketing materials, mentioned during planning meetings and in media releases and much more. As a participant you get to work closely with other like-minded volunteers AND maybe even see YOUR name in the media.

Here are 5 tips to help you plan and execute a successful Cause-related Marketing Campaign:

1. Find a cause you can get your arms around. Something that feeds your soul AND does good in the community. You will find it more worthwhile and you will be able to relate better to the people who also believe in the cause – the volunteers, staff and supporters. Organizations are also looking for partners with similar agendas, those who can achieve their goals by partnering with the right businesses and individuals in the first place.

2. Set realistic, measurable goals for your program.  Like any other marketing plan, you need to know what outcomes you hope to get from your participation.  Include how you will achieve those goals.

3. Create a “partnership agreement” that both parties understand and agree to.  A clearly defined agreement will include both “partners” obligations, rights and expectations. Remember this is like any other partnership and if you can add a little formality to it, then the chances of success increase and it creates a sense of comfort knowing in black and white what each partners responsibilities include.

4. Be an ambassador for your Cause.  Let everyone in your own circle know what and how you are supporting the organization. You will be pleasantly surprised by how many people will give you a thumbs up and also will want to “help you in your cause.”

5. When all is said and done, do a thorough review to make sure the campaign met your goals, your needs and the expectations of all concerned. Remember that while you want to support a cause you believe in, the bottom line is your support should create awareness of, interest in and customers for your company.

So next time you are trying to decide what community event to support, look at your calendar and see what’s going on and find a local charity to align yourself with.  And then let me know what you did. Maybe your story will end up in the next edition of Quirky Marketing ~ 365 Ways to Promote Your Business Using Zany and Non-traditional Holidays.

*The American Cancer Society (ACS) is a nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem—by preventing cancer, saving lives, and diminishing suffering from cancer— through research, education, advocacy and service.

Grab a FREE copy of my ebook: GET MEDIA SAVVY!– The Ultimate eGuide to Promote Your Products, Services and Ideas to the World at: http://www.womensmediasummit.com/get-media-savvy/

Did you know March is Quirky Marketing Month? That’s right and as you read on you will also notice that March is also “make up your own holiday month.” So we did just that. When you read the Quirky Marketing Calendar, you are sure to find ideas that will help you market your company, and come up with a few of your own. In fact, I suggest you get together with your Peeps (Peeps Day is March 15th), but don‘t wait until then) and brainstorm ideas that are off-the-wall, out of this world, unusual. Things your competition would NEVER think to do.  And devise your plan of action to “just do it today.”  And if you have an idea that you think others would be interested in, share it with me and who knows, your idea may show up in a future edition of Quirky Marketing.

it is also:

International Ideas Month!  Imagine having your own board of directors made up of people with diverse professions and expertise that could help your business grow – and it would not cost you a dime! Did you know that one of the best ways to generate ideas is by participating in a Mastermind Group? Mastermind groups are a growing phenomenon around the world. And although it is not a new idea, it has become a new way of doing business and achieving goals and success in life. To learn how to set up your own Mastermind Group, listen to Heidi’s session – “How a Mastermind Group Can Springboard your Business,” at: www.HeidiRichards.com in the free audio section.  To commemorate the day, do what the Walt Disney company does – host or hold a “Gong Show” 2-3 times a year and allow employees to pitch a concept or new product offering.  Executives at Disney hit the gong if the idea is a dud – you could allow other employees to do the same.

To commemorate the day, do what the Walt Disney company does – host or hold a “Gong Show” 2-3 times a year and allow employees to pitch a concept or new product offering.  Executives at Disney hit the gong if the idea is a dud – you could allow other employees to do the same.
For more ideas like this, check out my newest book Quirky Marketing ~ 365 Ways to Promote YOur Business Using Zany and Non-traditional Holidays at www.quirkyoffer.com.

Videos have really taken flight.  They are everywhere!  Friends send friends links to videos they love. Companies create videos to promote their businesses.  Individuals do crazy stunts to become video-lebrities and more! So, what can YOU do with Video to promote your company?  You could create an instructional video on a topic related to your product or service; something your prospects would find interesting and even more importantly be searching for.  Take the “How Stuff Works” blog. They have created a video on all sorts of things and are getting a reputation as a place to go for information on what else… how stuff works! When producing videos, think about the K.I.S.S theory – keep it short and succinct to keep people’s attention. Think about ways that you can put more content into (short) video segments on your site, and then post them to YouTube, Revver and other video-sharing sites. YouTube is an excellent venue to generate traffic and a buzz. Revver

’s unique technology tracks and monetizes videos as they spread virally across the web, so no matter where your creativity travels, you benefit. You can create a video on how your product works like the folks at Blendtec did with their Will it Blend Videos, or a video presentation of your best salesperson pitching your product.  Record video interviews with industry experts… Use Video in your email, on your website instead of a blog post, on your social networking pages, and more’s unique technology tracks and monetizes videos as they spread virally across the web, so no matter where your creativity travels, you benefit. You can create a video on how your product works like the folks at Blendtec did with their Will it Blend Videos, or a video presentation of your best salesperson pitching your product.  Record video interviews with industry experts… Use Video in your email, on your website instead of a blog post, on your social networking pages, and more

Check out Internet Video Magazine for the latest on Internet Video Articles, Tutorials, News, Book and Product Reviews – Everything you need to know in order to shoot, create and post your own Internet Video Masterpieces.  Talk Fushion is an excellent fee-based platform for recording and uploading video and with Google Video and Flickr you can do it for free.

And read Jessica Kizorek’s book SHOW ME ~ Marketing With Video on the Internet

Want more ideas to promote your business on the WEB? Get a FREE copy of the 8-page Special Report Promoting Your Business on the WEB  TODAY!

Excerpt from Promoting Your Business on the WEB Special Report.

Internet Radio. Internet Talk radio has taken cyberspace by storm.. There are literally thousands of Internet radio stations in the United States in the U.S. alone. And they are looking for experts to interview on their shows.  This has created untold opportunities for small business people to promote your expertise to a targeted group of listeners who are there to hear what you have to say.  Internet radio, like its counterpart can help increase an individual’s credibility and brand awareness. Every one of those shows need guests. And the best news is that it’s free.

In addition to getting interviewed you can interview others that your prospects would be interested in learning more about. Start your own show using Blog Talk Radio, Ubroadcast.com, Live365, or TalkZone.com, and Growing Bolder to name a few.   

Want more ideas to promote your business on the WEB? Get a FREE copy of the 8-page Special Report Promoting Your Business on the WEB  TODAY!

Excerpt from Promoting Your Business on the WEB Special Report.

Hughes made an impression, got Forbes attention and ultimately ended up getting what he was after… an endorsement on a book he had just completed. You could send the phone to your favorite talk show host and see what happens.

Are you a woman in business? And expert in a particular field?  An inventor? Send a note to me ~  Heidi (at) WECAI.org and let know your area of expertise!  I’d love to interview you!

Here are the final six marketing ideas the members shared with me (will post the final six tomorrow):

1. Some resources I recommend include Google, local News Radio 610, and organizationally neutral web hosts and sites (co-branding via the world wide web).

2. To drive attendance, people have to perceive value.  I stopped going to local chapter meetings for another international organization for two reasons.  Number one was constantly being hassled by consultants looking for the next big ticket.  I say hassled because as soon as they found out who I worked for, I wasn’t allowed to sit and enjoy anyone’s company or the event. 

3. Members who publish an e-zine should, if possible, mention their affiliation with FSA and how readers can get more info on speaking, members should contribute articles to the local print media on how speaking has had a positive affect on their careers; perhaps 2 or 3 members could co-op a print ad with testimonials on the affect FSA has had on their lives

4. People want to be heard, valued, and loved.  Give them an environment that fosters this, add a taste of equality and individual control, and they will give you the world.

5. To increase membership I believe that we should utilize our members, perhaps even through a contest, to get more members. Cause Marketing is an effective method, where we do good for somebody else other than ourselves and promote that fact throughout our membership region; we should be listed in all the various events calendars;

6. Host an “open house” and private party for potential members/guests at our Speakers University and promote that fact prior to the event, if we are going to hold it.  If not, what other event could we invite potential members to see us in action, meet us, etc.

According to a report published by onPhilanthropy, cause marketing sponsorship by American businesses has been steadily rising over the years.

The potential benefits of cause marketing for nonprofit organizations include a wider audience in which to promote the nonprofit organization’s cause, increased accessibility of potential donors and supporters through a company’s customer base.

The potential benefits of cause marketing for businesses big or small include promoting your company in a positive way, improving your relationships with your current customer base, and attract your target audience.   Cause-related marketing can make your company stand out from your competitors and heighten your company’s reputation within your target market.

In the ook Brand Spirit: How Cause Related Marketing Builds Brands by Hamish Pringle and Marjorie Thompson the authors say:  “Nothing builds brand loyalty among today’s increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company.”

Some ways you can implement a cause marketing campaign include giving a portion of the profits of sales of a product to the cause. Companies have created programs to donate a percentage of their sales to a nonprofit organization through the use of auctions. You can align your company with a cause to brand your business as the official (name of industry) of (name of cause).  You can adopt a program and get your staff involved to help implement your marketing efforts such as participating in an event hosted by the cause as a TEAM effort, donating time to mentor youth in the schools or community, giving blood, to name a few.

Think BIG ~ The Let’s say Thanks Campaign by Zerox created a way for individuals across the country to recognize U.S. troops stationed overseas. By submitting a message through the LetsSayThanks website you have the opportunity to send a free personalized postcard greeting to deployed servicemen and women.

Arrow, The Authentic American Brand created the “We are Ellis Island” campaign which ito raise money to restore dilapidated buildings on the south side of Ellis Island.  Through association with Save Ellis Island, the Arrow brand is committed to preserving Ellis Island with the help of the National Park Service.  Arrow launched the website www.WeAreEllisIsland.com for visitors to post their family stories, share inspiring stories of hope, courage and perseverance, all in the name of living out the great American dream.  When you visit We Are Ellis Island you can read thes stories and donate money to the causes Arrow has committed to donate 1% of its 2008 wholesale sales to the project. To learn more about Arrow, visit www.arrowshirts.com.

Start small ~ You don’t have to be a BIG company to adopt a cause.  Just look around your community to see what the needs are, what is missing, lacking or could use a little (or big) boost in support. Check with non-profits you believe in, with local chambers of commerce, business groups, niche groups, your trade associations, ask your vendors and customers for ideas. Find out who your target audience supports and see if it meshes with your values and your company’s mission. If so, you are on your way to getting out and doing good. And it is a great way to raise your profile in the eyes of the media. A local retailer could run a promotion donating a portion of the sales goes to support a local school project that is underfunded or donating your products to bring joy to less fortunate families in your communities during the holiday season.

One success leads to others and you can build upon those to get more creative and grandiose in your ideas and strategies. After all, America’s economy is fueled by small business and the companies we keep.

 
Make the media your friend… press releases are an excellent business promotion tool as long at it contains information that is newsworthy, and interesting enough that people will read it and then visit your site.

What is considered newsworthy?  Have you recently expanded your product or services offerings or changed locations? Do you have a new product? Have you recently sponsoring a charity event? Have you or your company recently won an award? All of these are examples of “news” that you can use to get some free promotion for your business.  My friend Ponn Sabra wrote an excellent book called “How to Create a Search Engine Optimized Press Release. Effective Use of PRWeb”.  It’s a must-read if you want to make the most of your online press releases.

Here are a few other sites to check out for more great media tips: Exubrio, Joan Stewart’s Publicity Hound,  and the Women’s Media Summit Blog.

Want more ideas to promote your business on the WEB? Get a FREE copy of the 8-page Special Report Promoting Your Business on the WEB  TODAY!

 Check out the Women’s Media Summit Audio Program.  I interviewed 16 experts over 5 days for a total of more than 15 hours of content!  When you order, you will be sent a link to download the workbook, recordings and any other resources shared during the Women’s Media Audio Program.  Click here to save $20 on the recordings, workbook and more!