Cause marketing means connecting your company to a cause that is true to the core of your work.
Small business owners can see this first hand and join the Oceanside, California community in a beach clean up on Saturday May 10 at the Oceanside pier. In 2013, people cleaned up 350 pounds of trash in a short time.
Stay to enjoy free food, a touch tank, and live music sponsored by Rubio's, the restaurant known for fish tacos.
Rubio's formed the event after employees volunteered to do a clean up and now the Coastfest is in its third year with live bands, a VIP beer garden, and an educational component for the kids.
I asked Karen Silk, president of marketing, what advice she has for smaller companies looking to connect their brand to a cause.
#1 Match the Brand and Cause
"During the last several years we refocused positioning and marketing and we carry chicken and steak, but the seafood category is true to our brand."
She said the company uses a majority of sustainable seafood and an event to clean up the beach and ocean creates an emotional connection with customers.
#2 Respond to the Community
Coastfest started small and in 2013 people stuck around for the party. Positive comments helped spur another year. "We help educate people about the oceans and have a fun time," said Karen.
#3 Choose the Right Partners
Rubio's doesn't carry out the effort on its own. This year, event partners include I Love a Clean San Diego, Agua Hedionda Lagoon and companies like Dr. Pepper to support the large educational element.
"There are people looking for volunteer efforts and we've had Girl Scouts, Boy Scouts and sororities among those helping out.
Visit Rubio's Coastfest website for complete details.