A very powerful marketing strategy is strategic giving. To accomplish this, you first must develop a great product, then send samples of it to influential people with a voice and lots of followers in your target market, in the hopes that they will talk it up or be seen using it by your shared audience. While this strategy has probably worked countless times, I prefer to recommend a different strategy.
I recommend my clients, if they're not doing it already, begin giving with no expectations of a return. No ulterior motive, just for the sake of doing something good. We hear about big companies doing this all the time, through either sponsorships or flashy donations, but where are the smaller businesses making a difference? Maybe they have all become big businesses Like Warby Parker or Toms. Owning a business is a huge responsibility and I feel as if part of that responsibility is to give back and try to make a difference by engaging your customers and by giving in order to make the world a better place. What is great about thes two strategies is that doing one does not prevent you from doing the other, but when properly promoted and leveraged, I consider meaningful giving to be far more effective.
I personally plan on using a portion of my profits at the end of the year to benefit a charity I believe in. I will keep you updated as this process continues and I would love to hear what your thoughts are on this topic below.