Clients often ask me about unique ways to market themselves with good return. One approach is to sponsor an event or cause that you believe in, which has an audience of people who might use your business. Companies whose primary target market is women might pick the American Heart Association Go Red for Women events, Breast Cancer events or Women in Business Awards events.
If you have an ill family member, you may want to sponsor an event that will support research. The key is to be sincere, get actively involved at the event, and make sure you receive good value for your sponsorship, such as logos, ads in programs, recognition, etc. It can be a great way to market yourself, and more importantly, to give back.
It is also a great way to engage your employees. If there is a sick employee that everyone wants to help, perhaps you do a fundraiser event around the cause that represents their illness. Or get everyone together and help build a house through Habitat for Humanity. It's also a tremendous stress reliever to do something for someone less fortunate. Everyone can connect something with meaning and purpose and it increases morale and positive feelings all around.
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