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Big Brands have a Problem, Pear Has a Solution

Whether it’s beer, food or service, more and more people are finding the quality products and services they need locally. With food alone, it’s estimated that big brands have lost over $18 billion in sales to local farms and restaurants. Aside from quality issues, consumers also want to feel like the dollars they are spending are making a bigger difference in their communities.

Purpose-driven marketing and social brands are becoming common place as 80% of consumers believe it’s important that companies make them aware of their efforts to address societal issues. A company’s investment in the local community is becoming a much more important metric than a sale, a coupon or the next television coupon.

Big brands are adapting and shifting their marketing focus to make meaningful connections with consumers who value authentic engagement. We wrote about one company that worked to furnish local classrooms with the supplies they needed in a post on cause marketing. Big brands are also turning to grassroots marketing campaigns that engage local communities and reach consumers on a very personal level.

The problem, of course, is how a company can find, manage, and ensure success with local community efforts. Most big corporations lack the efforts to deploy to every community and do good… so along comes Pear to help them manage this!

Pear makes sponsorship easy for groups and events of all shapes and sizes. Find a sponsor in less than 60 seconds and activate your community to raise up to $1,000 or more toward custom shirts, cash donations, products and services or food and catering from a national brand or local business near you.

A Pear Case Study

U.S. Cellular provides funds for local youth organizations like Little League teams. These teams can earn up to $9 per person in exchange for engaging with U.S. Cellular via specified digital and social interactions. It’s a win-win for both brands and the consumer groups they touch.

Local groups get the support they need and U.S. Cellular stays top of mind for families when they’re evaluating wireless carriers. Big brands need to make meaningful connections with local communities and reach consumers on a very personal level if they hope to survive and thrive with conscientious consumers… Pear is a great solution.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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