Be different by doing good. But do it well.

by oliverrussell 09/15/2011

In today’s globalized world where competition for the almighty (and tightly held) buck is, well, more competitive than ever, marketing efforts must be meaningful to the target audience. With consumers having endless choices and with geographical barriers virtually removed, you’ve got to give them a reason to spend their money with you—no matter what business you’re in.

I’m a shopper. Shopping makes me happy. Call me shallow and materialistic. I can deal. (No, really, I can deal. You should see me at the flea market.)

I do, however, have a conscience (and a kid in college), which means my constant companion for many a shopping excursion is my old friend, Guilt. I buy stuff I don’t need, as Guilt will attest to. Since it seems I can’t help myself, I’ve found a way to live with myself.

It’s shopping with a cause (instead of shopping just ‘cause). I’ve begun to seek out sources that contribute their profits to a greater good or charity and seek out items that promote environmental sustainability.

I haven’t been disappointed. I’ve discovered that virtually anything I “need”—from fashion to home goods to furniture to wine—can be purchased from “good” sources. So now, instead of worrying that I might be contributing to child labor in a third-world country, I can choose a retailer that donates funds to end hunger, fight cancer, or promote fair trade.

Here are some of my favorites:

• Touch2give.com
• Chipkos.com
• Edun.com
• Wineforacause.org
• Cleavagecreek.com
• Hungersite.com
• Shophousingworks.com

I like the above list for a variety of reasons. Some I like because I admire their mission, others I like because I admire their product. Almost across the board, however, I’ve found the overall experience to be less than ideal. Some are sorely lacking in usability, others in aesthetics. As a seasoned shopper and marketing professional, I want both. I want to enjoy my shopping experience, which means that it needs to be fast, hassle-free, and visually pleasurable.

So, here’s my advice: Differentiate yourself by doing good. It’ll pay. But altruistic efforts are not enough. Don’t ignore sound marketing strategy and today’s best practices. And don’t underestimate the value of good design. Employ smart, streamlined Web design. Identify a brand that uniquely reflects who you are, and effectively communicate it. Today’s consumers demand it.

In the end, you’ll sell more stuff and capture higher profits. People like me, who turn to “retail therapy” as a self-help mechanism will be helping others along the way. And the world will be a better place.

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