Why Your Convention Should Have A Cause
I talked before about how we can save water as trade shows and conventions and there are many conventions out there that are really looking for ways to go green. The other thing I wanted to mention is that the current marketing plans and ways for companies to align themselves with their customer is to join a cause. We see it in companies like Pepsi and others that are now crusading causes and aligning themselves in an effort to perform some cause marketing.
Does your convention have a cause it can align itself with or does your industry have a specific cause it wants to crusade? Many of the companies already have joined causes like The Susan Komen Foundation and Livestrong in the area of Cancer. I know that there is a great push to provide drinking water or relief efforts to disaster victims like they have in Haiti following the earthquake. There are companies that are trying to feed the hungry. The food industry is trying to make this their crusade and that would be a good idea for those trade shows and conventions in the food services industry or restaurant industry. Your industry can have a common thread there.
Whatever the industry is or whatever the cause is that you are looking to align yourself with, cause marketing is the new black it seems. Many of your sponsors will be a little more generous when it comes time to sign that contract if you are going to offer up some cause you are championing. It helps them with their own corporate goals and it will help you get a better chance to be a part of something that is proactive. Try to add some cause marketing to your next event. It will make a difference to those you are helping and to your own efforts to be a success.
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