Altruism: A Marketing Strategy for the People

FEBRUARY 8, 2019

When thinking of ways to market your company, nothing tops free publicity. Many of the best guerrilla marketing campaigns have involve publicity stunts like re-branding announcements. Looking at you, IHOP. But what if I told you there is a way to generate lasting social buzz, revenue, and customer loyalty virtually without spending a dime? That’s right, I’m talking about altruistic marketing!

There is no better way to connect with your audience than by tugging at their heartstrings with good ol’ genuine compassion. People love to talk about nice things, especially with all the not-so-nice things going on. So when a company reaches out and takes the time to offer assistance to those in need, you can guarantee news will spread fast and customers, old and new, will pour in.

For example, let’s say a printing shop offered free black and white resumes for those who provided proof of unemployment. Not only will this deal generate enormous buzz and revenue, but you also get good karma points by helping people down on their luck.

Now, it’s not just giving things away for free. Of course that’s nice and all but to the idea is to help others in a way that resonates for years to comes.  It’s about doing something impactful. Giving out free slurpees for a day does not guarantee returning customers nor social buzz. Selling slurpees that donate 15% of every sale, on the other hand, is way more likely to get people to stop by your shop as opposed to the 7-Eleven across the street.

Altruistic marketing shows that you care about the wellness of society in ways the competition does not. And even if it doesn’t get as much buzz as you may have liked, you’ve still done a good thing with no risk. Now, that’s a publicity stunt I can get behind.