Real Retail TV: WhizBang! Cause Marketing

If you want to get your
local nonprofit organizations enthusiastically sending
their members and supporters into your store, spending money,
then this episode is for you. So today what we’re going
to talk about is WhizBang! cause marketing. And I’m going to share the
fundamentals of this really cool strategy to get
lots of new customers, generate lots of free
positive publicity, and of course build your sales. When most retailers think
of supporting a local cause, they think of giving a donation. And while I’m all for
generosity and supporting your local community,
there’s always a limit. When I had my
retail business, I’d sometimes get several
donation requests a day, and it started to wear on me. I started to suffer from what
I call the donation dilemma. I wanted to do good,
but I felt like people were taking advantage of me. I was giving, but I didn’t
feel like I was getting. Then I developed what
we call WhizBang! cause marketing. WhizBang! cause marketing
is not a donation. It involves a mutually
beneficial partnership. Let me say those
three words again– a mutually beneficial
partnership– between a store and a nonprofit. It’s mutually beneficial
because the store gives a percentage of
the sales generated from the members
of the nonprofit if the nonprofit organization
does a great job of driving traffic and generating sales,
the store writes a big check. If they do a lousy job,
they get a little check. You see, you only pay
when you get paid. So let’s talk about
three WhizBang! cause marketing models. The first is one
store, one cause. An example of this is
paint the town pink. My wife, Susan, and
several of her friends, walked 60 miles in three
days to raise money for breast-cancer research. They partnered with a
local running store. The name of the store
was Running Circles. They had an after-hour
party, where Alan invited all
of his customers and Susan and her friends
invited all of their friends, and they had this
big party, and Alan donated a percentage of
the sales back to Team Save our Sisters, Susan’s group. Now Alan got 250 new customers. He generated a ton of publicity
for his store with this event. He sold a lot of
shoes, and he gladly wrote Susan and her team,
her partners, a big check. That’s the first model. One store, one cause. The second model is one
store, multiple partners. An example of this is Skirt,
a high-end women’s clothing boutique in suburban
Philadelphia. Maureen, the owner
of Skirt, approached several local schools and
their fundraising arms and did a cause marketing event. For one full week, everybody
who came in the store got to choose where the
percentage of the sales was going, which school was
going to get the donation. Now Maureen did two
very, very clever things. The first thing she did was
she put a leader board up in her store, so
everyone who came in got to see which school
was getting the most money. The second clever
thing she did was she doubled the amount
of the donation for the school that
raised the most money. So this was an incredibly
important, profitable, valuable event. This is one store,
multiple partners. The third model is multiple
stores with multiple partners. And a great example of this
is Traverse City Celebrates Downtown. This happens in
Traverse City, Michigan. It typically happens on the
Saturday before Thanksgiving, and they have 50
local nonprofits who are driving their
supporters into downtown to local merchants. And so when these 50 nonprofits
drive their supporters downtown, these supporters,
these customers, get to choose who they
want the percentage of their sales donated to. So you have 50 local
nonprofits in Traverse City, and all of the local merchants
in downtown Traverse City all working together to
help their community, to keep their money local,
to doing good things. So those are your three models. They’re all quite simple. One on one, one on
many, or many on many. This is a great strategy,
again, to build buzz, to get new customers, and to,
of course, increase your sales. If you want to know more
about the details of using cause marketing
and your business, go to your retail
mastery system and go into the marketing module. If you don’t have the
retail mastery system yet, I would strongly encourage you
to consider investing in it. It could be a
game-changer for you. So here’s your action
item for today. Think about the nonprofits
that you’d like to work with. Write them down. Approach them. Put this strategy into work. It never quite
happens the way you think it will the first time,
but if you stick with it, great things are
going to happen. So again, cause marketing
is a wonderful way for you to get new customers, to do
great things in your community, to build a buzz around
your business, to get free publicity, and of
course to get new customers and increase your sales. Use it in your
business and prosper. If you haven’t subscribed to our
free email tip of the week yet, I’d encourage you,
I’d invite you to go to
and sign up. Every Wednesday you’ll get
something great in your inbox. And if you like this,
I’d appreciate your like. I appreciate your comments. And of course I
appreciate your shares. So I’m Bob Negen. This
is Real Retail TV, and I’ll see you next time. [BUZZING SOUND] Can’t believe how tired
I am all of a sudden. I want to– I wanted to do goo– [BABBLING] Here we go. I wanted to do– [LAUGHING] I wanted to– [LAUGHING] I wanted to– That was correct. though, right?

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