Thriving in Troubled Times: Cause and Effectiveness

Cause marketing enables jewelers to do well by doing good. That's the advice of David L. Rocha, executive director of Jewelers for Children, which supports six charities helping abused or ill children. “Cause marketing opens doors to increased sales and can make money for jewelers,” says Rocha. “It can build strong customer relationships, employee dedication, forge lasting community relationships, and help make the world—and your store—a better place.” In the first of a two-part report in our series on coping with tough economic times, Rocha talks about cause marketing. Part two in November will spotlight three independent jewelers whose charity events boosted their business. What is cause marketing? It's a commercial activity, a strategic position, and a marketing tool linking a retailer to a relevant social cause or charity for their mutual benefit. It also
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