I love the holidays because this time of year always seems to bring out a more charitable spirit in most people and companies. Some organizations use this giving season to their advantage from a marketing standpoint too, which I think is very clever! They’re giving back to their community and they are promoting their brand, it’s a win-win situation! Here are a couple of great examples:
Every year the University of Miami Hospital donates Thanksgiving dinner to on-duty firefighters. They bring these feasts to the firehouses in big, rolling Coleman coolers that are imprinted with their logo across the top. Not only does this show the recipients who is providing their meal, but the Hospital lets the firehouses keep the coolers, so their logo gets exposure year-round. And the firefighters and paramedics who see it at the houses are the ones who bring emergency patients to hospitals – what a great way to stay at the top of their mind.
Plymouth Congregational Church (which is right down the street from Gossett Marketing) gives logoed, reusable grocery totes to its parishioners – they are asked to bring the bags with them to the store and fill them with as many non-perishable food items as they can donate and bring them back to church with them on Sundays. The food that is collected is given to a local food bank, plus Plymouth gets a marketing boost when its members bring their imprinted shopping bags to their local supermarket every week.
Whether your company gives to local charitable organizations or you give back by volunteering your time, make sure that you use the opportunity for branding. Steal the hospital or church’s ideas: use promotional products to give back. Or if you volunteer – maybe by working at a soup kitchen – wear a logoed t-shirt or apron. Doing good should always benefit your community, but it might as well help your brand too.
