By Alicia Fiorletta, Senior Editor
Loyal Retail TouchPoints readers know we cover a variety of topics in the industry, including marketing, store operations and workforce management, among others.
Although I’ve had the chance to cover several great case studies during my tenure at RTP, I always get such joy out of seeing how retailers are giving back to their community. In fact, one of my favorite stories is a feature we published focused on how retailers are building their businesses around social good.
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But there are times when I get to see brands and retailers support specific charitable causes first hand, and I can’t help but spread the word.
On Monday night I had the opportunity to attend the 24 Hour Plays On Broadway in New York City. Proceeds for the benefit go towards the Urban Arts Partnership, a not-for-profit that “advances the intellectual, social and artistic development of underserved public school students through arts-integrated programs to close the achievement gap."
About 24 actors, six writers and six directors converged to plan, rehearse and perform six short plays. The catch? All plays were written and rehearsed in a single day!
With my sister and brother-in-law both being music teachers, arts education is something that is near and dear to my heart. Music and art also were integral parts of my entire educational career, driving most of my passion and eagerness to create and express myself in new ways. While I was already sold on the content and subject matter alone, I got to truly see a brand get involved and support a great cause.
For the eighth straight year, Montblanc was a sponsor of the 24 Hour Plays On Broadway. Now, I can imagine what you’re thinking: it isn’t unique to see a reputable brand partner with a charity or grande event to confirm its status and positioning in the marketplace. Yes, I get that. But during his introductory speech, President and CEO of Montblanc North America, Jan-Patrick Schmitz, showed his true dedication to the arts by giving attendees a glimpse into his childhood.
Born in Germany, Schmitz was lucky to have access to great education. Now a full-blown photography buff and arts advocate, Schmitz is focused on providing support to children nationwide who "weren’t as lucky” as he was. Charm and personable nature aside, I could feel the passion in every word he spoke. And during the show, he was fully engaged in every moment – clapping, laughing and cheering for the performers through the night’s entirety.
It was a wonderful night, and the event went on without a hitch. From the performances, to the food, event space and after party, it was the ideal event for attendees and performers alike. But in the end, I think the key takeaway is that although sponsorships help “spread buzz” on a brand, only sincerity can truly resonate with consumers.
I believe you can truly feel whether a person cares about something, and charity is no exception. If you’re supporting a charity or foundation simply to boost sales, you won’t be successful in the long term. Instead, you should focus on finding a cause that truly resonates with you and your brand. The passion and eventually, the public support, will come naturally.
