You've noticed-it's breast cancer month. THINK PINK!!

I see a brilliant marketing campaign brought to life by the pink ribbon campaign. The money probably goes to 16 different causes supporting breast cancer, but the sellers have the right idea. Pull heart strings.

Any time I see anything with a pink ribbon on it, I buy it. No questions, even if it costs 2x as much--because, maybe that research could save someone. My step mom Michele wasn't so lucky--39, she passed away this July of Inflammatory Breast Cancer, leaving my dad with 2 young kids to parent alone.....Pink Ribbon marketing works for me.

Now, let's think about this. If it works for me, it works for others. What other non-profits/ministry/charity's are we, as business owners supporting? Habitat? What about the local battered womens shelters, toys for tots, etc. There's a million out there.

If our small businesses are supporting these causes, why don't they advertise for them instead of themselves? Any prospect may be interested in the life a cancer center saved today....instead of me "selling" them a product. My company will sponsor that ad, but it's free information, publicity and contributes to a healthy company image.

When we promote something outside ourselves, it makes a difference. For instance, MobileCause is an awesome service, I use them on one of my sites. People can help raise money for a charity by answering a text-to-win Question. The winner gets a free-something--from the local business that sponsored the campaign. I can hear the teenagers now..."but MOM, it's for a good cause!"

These are the kinds of things that small businesses can do not only to help others, but to build awareness, loyal customers and a giving community culture.

When paying customers know their money is helping something other than your big fat wallet, they feel better. Tailor your marketing/pr/publicity campaigns toward your customers heart and true, underlying needs-and you'll never go wrong.

Dayna Marcum,
Native Houstonian and former executive recruiter entered the internet industry in 2006, and has found a niche in educating small-mid sized businesses on the real world of the internet, through various tools including internet education, affiliate & referral marketing campaigns for small business and competitor integration.