How a manufacturer cut through the clutter, differentiated themselves and gained new customers.
The other day my wife mentioned that we were running low on paper and asked what brand she should by. My response: "No preference", thinking that all copy paper is basically the same. It usually comes down to price—so just go with the lowest cost option.
This is what she came home with and it instantly changed my view on paper.
I thought to myself "This company cares. This company has a heart." It touched me...maybe because of the organization that they're supporting. Within a split second I went from being brand agnostic to a customer of Hammermill!
What a powerful example of manufacturing marketing. And another example of doing well by doing good.
I mentioned this experience in a meeting with a manufacturer the next day and everyone in the room started jumping in with their ideas on what organizations they could support. The domino effect is amazing....because Hammermill included their giveback program on their packaging, now this company was exploring ways that they could help families of veterans.
Another example I came across recently was Spyder ski wear. I've never owned anything from the brand, but was looking for a new ski coat for my wife. Again, they included their give back program on one of their tags. Price was still going to be a primary factor in my buying decision, but seeing that they support our vets, gave them the advantage over the Arcteryx coat I really wanted to buy.
What organizations are you and your employees passionate about? Once you decide, don't be shy about promoting your give-back program on all your marketing communications including packaging and invoices.