Retail Observer

RETAILOBSERVER.COM APRIL 2016 40 C ause marketing isn't new but companies are finding new ways to promote themselves by "doing good." Traditionally defined as the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit, it has become more broadly recognized as any marketing effort for social and other charitable causes. Besides giving your company the opportunity to become a good corporate citizen, this kind of outreach into the community helps your staff to get in touch with their prospects while keeping your name out in the public eye. TOMS calls itself the One for One company. First known for giving a free pair of shoes to a child in need for every pair of shoes purchased, TOMS now also gives those in need free eye exams with purchases of TOMS glasses, and 140 liters of safe water, a week's supply, to a person in need with the purchase of a bag of coffee from TOMS Roasting Co. TOMS Bags purchases support their Giving Partners in delivering the vital materials and training needed to help provide a safer birth and TOMS StandUp Backpack purchases help provide training of school staff and crisis counselors to help prevent and respond to instances of bullying. The Vaseline ® Healing Project is an aid effort in partnership with Direct Relief. The Vaseline Healing Project provides dermatological care, Vaseline ® Jelly & medical supplies needed to help heal the skin of people affected by poverty or emergencies around the world. The company has pledged to donate 2 cents for every product purchased this year up to one million dollars. Walgreens "Get a Shot. Give a Shot" is another new cause marketing effort. Immunization is one of the world's biggest public health success stories. Yet, 1 in 5 children still lack access to the lifesaving immunizations that help keep children in the U.S. healthy. Coordinated worldwide vaccination efforts have made significant progress, particularly in reducing cases of measles and polio. When you get a whooping cough, shingles, pneumonia or any other immunization at Walgreens, you could help save a life. Together with the United Nations Foundation's Shot@Life campaign, they're helping to provide lifesaving vaccines to children in need. Sure, these are massive, global efforts by large multi-national concerns, so let's bring it closer to home and to a scale you can identify more closely with. Nashville-based Riley and You is a small, locally-owned marketing and brand management company. Some of their clients are in the appliance, consumer electronics and furniture industries. Their philosophy is clearly defined: Integrity in all we do, a Passion for Work, Be a Blessing. With 15 virtual employees who have limited time together as a group, it became increasingly harder for the Riley and You team members to do group projects in their community. Yet they were committed to Be a Blessing–to help share their time, talent and treasury. In lieu of a couple of days working as a group, each Riley employee has a bank of paid hours they can use to volunteer to help in their community. When I was in their office a couple of weeks ago, one staff member was packing weekend food backpacks for children who were on Federal food assistance programs in their schools. Those children often go hungry on weekends. She was paid for the time she spent helping with that project. There is practically unlimited need and hundreds of ways for you to get involved in your community and spread your name. Provide t-shirts for races benefitting the Leukemia and Lymphoma Society Team in Training and your name goes hundreds of miles as participants train for their events. Have your staff man water stations during the event while wearing your logoed shirts and cheering racers on. Mrs. G's in Lawrenceville, NJ partnered with the Susan B. Komen Foundation and had local graffiti artists paint up donated Whirlpool refrigerators with breast cancer-themed graffiti. Local elementary school kids did the same thing with refrigerators taken in trade. The professionally-painted ones were auctioned off with proceeds going to the Foundation. The entire community came out to vote for the best designed children's entrant. One company donates a turkey for every purchase made in November to a local shelter providing Thanksgiving dinner for the homeless. Their staff all showed up to help serve the meal. Many vendors will help donate prizes or other in-kind service to participate in these events. We are very fortunate to be independent busi- ness owners in this industry. With that comes responsibility. Giving back is not only good for business, it feels great too. Elly Valas is an author, speaker and retail consultant. She can be reached at elly@ellyvalas.com or 303-316-7568. Elly Valas Retail Views RO GIVE BACK, BE-CAUSE YOU CAN

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