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This is an issue that affects everyone. Shouldn't your restaurant, cafe, hotel or club join in as well?
The purpose is to raise money for breast cancer research. It also raises awareness of an issue that affects tens of thousands of women and even some men. And it positions you with your customers and staff as a business with a heart.
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How to get started?
-> Brainstorm with your staff - as you engage them, their enthusiasm to communicate with your customers will become natural, not something they need reminding about.
-> Contact your local organisation to find out about activities and how they are seeking support.
-> Make plans to tell customers and the media what you're doing - keep everyone involved. This is one time you don't mind if competitors copy you (and they will).
-> Find out about the issue. Make sure everyone involved knows about how breast cancer affects people and how the money raised will be used. You have staff who would love to work on this. There is information on Wikipedia and the National Breast Cancer Foundation.
What to do?
Just like food and drinks go green during St Patricks Day, this is the month to put a pink blush on desserts, drinks and decorations. In the hospitality business we're lucky because the breakfasts, dinners and events that are suggested are second nature to us!
-> Work out the best way to raise money, and contact the relevant charity group to organise the fund-raising. When you raise hundreds of dollars, pounds or euros you're making a big impression. It could involve a donation for every customer on a certain day, a special fund-raising meal eg the Pink Ribbon Breakfast, or selling pink ribbon merchandise.
-> Match the donations made by your staff dollar for dollar - it could be that they donate their tips or time.
-> If you're going to be involved at all, be generous. Many surveys show that customers prefer to deal with a business with a social conscience.
-> Take lots of photos. Remember the rule for digital cameras: take 20 pictures and throw out 15 - just keep the good ones. Here are some examples online.
-> Organise some pink lighting for October. Global Illumination is happening all over the world - a great idea if you're a pub or nightclub with lighting options.
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-> Involve your male staff and customers - they have mothers, daughters, partners and sisters who are touched by this issue.
-> Spread the word - not to boast, but so everyone knows you're about more than just making money. It is also an event with widespread media interest and 'small local stories' have a freshness and enthusiasm that major corporates can't match.
-> Post the story and pictures on your website so it all stays alive beyond October. Is it easy to do this quickly? If web updates are a major issue, it might be time for an upgrade.
-> Keep a 'blog' or web diary of what happens through the month like this example. Your more 'techno' staff could easily manage this.
RESOURCES: There are more than 30 professional letter templates for managing sponsorship in the Marketing Letters section of the Download Library.