Angel Marketing - Giving Back PDF Version of Article

How Angel Marketing Helps More Than Just Your Company

By Keith Desserich

Marketing in the digital age is neither difficult nor expen­sive, can be done in unconventional ways and on demand. What matters is how you approach it and keep it fresh. One of the least expensive and more effective aspects of marketing involves public relations (PR). While the publicity generated is frequently free, the method by which it is transmit­ted provides an increased level of credibility.

Public relations is particularly powerful in the cleaning and restoration trade (or any service business for that matter) since this credibility can extend beyond a mere product to your service, busi­ness and long-term reputation. “Angel marketing,” as we term it in our firm, takes this a step further by encompassing the fundamental practices of public relations and making them work for a good cause. We’ve all seen it in action in schools, charities and fund drives. This type of marketing is powerful for the business that supports it and the charities that employ it. It is public relations with a mission.

Harnessing angel marketing involves not only an understand­ing of your business, but also a keen awareness of how it is viewed by the press. PR should never be confused with a commercial and should never be written as such. Not only will it be ignored, but you will waste your time in creating it. Angel marketing, in addi­tion to general PR, should be founded on the principles of sim­plicity, uniqueness and relevance. In keeping with simplicity, craft your story around a simple benefit or action rather than a new technology that no one cares about and doesn’t understand. Keep it unique and different from your competition or other stories you may have heard about. After all, only new news is news. Most of all, make sure that the story you craft has relevance with the time of year, ongoing news stories, or potential developments in your area. A dry-cleaning company would be wise to involve itself in a local effort to clean donated coats for the homeless. Not only is it a simple concept and worthy cause, but it is unique from other events of this kind. Chances are it is also relevant since it will likely occur during the holiday season.

Taking the donated coat example a step further, we can see the element of cooperative effort that is involved. In this instance, chances are that not only will the drycleaner be involved, but so will a television station, car dealership or restaurant. By partnering these efforts, you can secure a place to submit the donations, a place to clean them and a medium with which to advertise your effort. This is a grand slam in the field of public relations since it takes a simple effort by one company and turns it into a combined effort of many. Not only will it be more successful than the lone operation, but it will also establish relationships for future PR opportunities.

When embarking upon the PR journey, it is important to understand that this is not a time for modesty or humility.  Although your instincts will tell you to hold back and avoid excessive self-promotion, PR works best when it is fostered and promoted. In a way, this is capitalism at its best, for not only will you be able to increase your business, but you can work towards a good cause at the same time. Remember that virtually any type of medium can be used to communicate your PR message. Discuss it in company newsletters, websites, advertisements and with any media partners you can recruit. Not only will you get press, but you might even find more resources and money to donate to the cause than your individual budget allowed.

The best angel marketing publicity is also fun to promote. Since it will occupy your time and energy year-round, make sure you pick something that you find worthy. While most successful angel marketing campaigns are appropriate to your customer base (i.e., donating to fire prevention if you are in the fire restoration business), and they can also be things that you feel passionate about. In some cases, the business owner’s passion for a certain cause can encourage others, even though the cause has no direct relevance for the customer. This is because individu­als frequently donate more money and time to a cause that they feel strongly about than one that they are indifferent to.

The most effective angel marketing efforts are those that com­bine the business owner’s passion while not offending your cus­tomer base. Although you may feel strongly about a charitable political cause or a fringe charity, now is not the time to “adopt” it while publicizing your business. Look for charities that have strong foundations, but are not well known enough to become commonplace. A niche is just as important as a reputation. Most of all, look for charities that direct a significant portion of their funds to the actual effort rather than their administrative expenses. A quick check with your local Better Business Bureau can help you uncover this information and the overall strength of the charity in question. And if you can’t find an appropriate cause, make one! Many charitable operations were started as an outgrowth of a business campaign. And although your overall startup funds may be meager, the results will most likely be less diluted and more effective.  Examples of effective causes could be rebuilding a home for a worthy family, sending items to troops overseas, or even donating services to non-profits. The opportu­nities are endless. Best of all, since you and your staff created the cause, your results will be much more satisfying.

Last, but not least, it is important to note the timing of angel marketing. While worthy causes are truly noble endeavors, you can serve them best by being successful. This is why it is crucial to also consider such marketing when you have the opportunity to invest your time and resources. Although it may be noble to donate to a cause regardless of the company’s performance, this will ultimately put you out of business and unable to help the cause in the future. Angel marketing works best when it operates hand-in-hand with capitalism. If you are unable to donate funds due to a lagging economy, consider donating services. Most of all, set a budget and keep to it. The best charitable donations are those done frequently and in moderation.

So what does your business have to gain from angel market­ing beyond publicity? Plenty. A well-established campaign will create enthusiasm and foster a culture of caring among your staff and your customers. This benefit alone may be worth the invest­ment regardless of the press coverage generated. Nothing is bet­ter than working for a cause that transcends the daily routine.

In its best form, angel marketing is more than just a story and advertising: it is action for a cause. And you thought that you only got into business to make money!  

Keith E. Desserich is president of RestorAid Restoration, with national headquar­ters in Cincinnati, Ohio. He has over a decade of experience in the cleaning and restoration industry providing a wide range of restoration and consultation serv­ices. For more information, please visit www.restoraid.com or e-mail at keith@restoraid.com.

Reprinted with permission from the September 2006 issue of Cleaning & Restoration magazine.