Corporations are increasingly buying into the growing concern with public good and doubling up their efforts as an advertising campaign that raises awareness for both the charitable cause and the company. For a business, bridging the gap between a more self-serving business strategy and the altruistic concern for the customer’s satisfaction can be a very effective advertising campaign.
Whether it’s a business’s policy to only use local and grass-fed cows for meat, or it’s a donation to help build schools in underprivileged areas, consumers feel better buying a product knowing it plays a part in betterment elsewhere. Consumers want to see the in-person effect of efforts to help the community and want more direct communication between an organization and the society it serves. The bottom line is they want to see the companies they support actually giving back to the community.
One of the most important ways for a corporation to secure a sense of comfort and trust among its patrons is transparency. Buyers will always ask questions about the products that interest them, and businesses needs to be ready to inform its curious clientele. Especially for companies that serve food, it is imperative to maintain an honest relationship with individuals who support the company with patronage. People want to know what they put in their bodies, and murky evasive attitudes will surely damage integrity. On the other hand, being open about where you source your food will make consumers feel more engaged and trusting of your company.
Appreciating and considering feedback in future business plans also gives businesses an edge. Through customer responses, they reach the individual and the community as a whole by providing unmet needs as best as they can. Many are switching to choose-your-own advertising styles that allow for a consumer to select only the most pertinent messages for their engagement. Feedback can be as simple as directing users down a path of relevance, having them select what to view and what to ignore, or it can be allowing creativity on behalf of the consumer with guestbooks and “tell your story” posts. This enhances the importance of customer-based reviews and fosters better general communication between a company and its patrons, and among the patrons themselves.
from Dave Pflieger CSR http://ift.tt/1HuaYEm