Doing Well by Doing Good

Small to mid-size companies frequently feel outgunned by larger competitors.  However, sometimes simply doing a good deed can catapult the little guy right into the front lines.

Take for example our client who joined with a charitable organization to donate products to be used in providing dental care for children.  This was a program in which dentists volunteer their time to provide a treatment that will help prevent cavities in children not likely to receive routine dental care in the future. The program is receiving publicity, as one might expect, which has given our client free visibility.  But beyond that, it has put our client’s product in the hands of hundreds of dentists.  These dentists have had the opportunity to try the product, in actual use, and in a very positive way.  How’s that for a marketing coup?

There are undoubtedly parallels in many other industries.  The approach works particularly well for a product that “sells itself,” in that getting the customer to try it is half the battle.  It is a win, win, win, win (perhaps even a few more wins) situation:  you donate the product (tax deduction), assist a worthwhile cause (good deed), gain goodwill (marketing capital), get publicity (free advertising), convert future customers (future sales), and probably generate substantial word-of-mouth advertising (which will generate more future sales).  Think of it as product placement, but without the high fees and with a nobler objective. 

Maybe there are ways that you can involve your product in a charitable endeavor.  Think about the various uses for your products.  Are there any charitable groups that could use them?  Are there ways you could “sample” your product through donations?  Virtue is its own reward, but sometimes one can also do well by doing good.

Comments

[Ron Hayes]

This concept works for services as well. Find a charitable organization that fits your service, donate the service when there are volunteers from the community involved and you'll get service placement (people will experience your service and find it useful in their own companies) goodwill, publicity, and generate future customers.