Business and charity. The two are not mutually exclusive. In fact, and excuse me putting on my marketing guy hat for a moment, doing good is good for the bottom line as well.Since I’ve come on board as marketing manager at Express Auto, we’ve focused our attention particularly on causal marketing. Identifying causes that we believe in and that our staff can stand behind, while at the same time specifically targeting local non-profits that have their own public relations machinery. Now, be careful what you take away from that last sentence because the operative there is, “…that we believe in…” That is the pivot point where Causal Marketing can cross the line into cynical manipulation.
For us, the root cause we have found in common from the principals, to the service technicians and sales staff is children and family. As a BHPH dealership, we know that many of our customers are single mothers and families on the edge. We serve an underprivileged population, and it’s to that population that we have decided to give back.
