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Why You Should Consider Contribution Marketing Right Now

Entrepeneur 13 Apr 2020 06:32

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Why You Should Consider Contribution Marketing Right Now
Image credit: macniak | Getty Images

If you are not in businesses such as pharmaceuticals, grocery store supply chains or psychotherapy, you’re probably wondering how you’re supposed to market your business in the time of the COVID-19 crisis.

As a business consultant, I asked myself that very question. At first, I couldn't think of anything, but then someone reached out to me and said, “Didn't you teach entrepreneurship in high schools? Kids and schools are desperate for interesting content online right now. How long would it take for you to set up online entrepreneurship training for high school students?”

I told him it would take just a couple of days and be completely free of charge. It would be my contribution to the common good. And that’s when it hit me — that’s effective marketing in these turbulent times. Contribution marketing.

What is contribution marketing?

In some cases, you may not have an answer. If you’re a travel company, for example, this just might not be your time to market discounts on summer vacations. That’s fine. It doesn’t mean you can’t tend to your business in other ways.

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