Cause Marketing: How to Integrate Cause Marketing for your Business and Your Clients
Cause Marketing 101
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Transcript of Cause Marketing 101
DOING BUSINESS THAT DOES GOODDOING BUSINESS THAT DOES GOOD:HELPING MARKETERS FORGE PARTNERSHIPS OF PURPOSE
Stephanie Smirnov, PresidentD V i P bli R l ti
© DeVries Public Relations (April 2009)
DeVries Public Relations
Test Test your C I Q *Test your C.I.Q.
*Cause intelligence quotient*Cause intelligence quotient
h l h The effort or inclination to philanthropy The effort or inclination to increase the well-being of humankind, as by charitable aid or donations
A strategic positioning and cause
or donations
A strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue,
cause marketing
for mutual benefit
corporate social responsibility ( )
How businesses align their values and behavior with the expectations and needs of stakeholders(CSR) and needs of stakeholders
FUN FACTS!
Source: Mintel Report on Cause Marketing, 2007; Cone (2007), IEG Sponsorship Report (2007); Edelman Goodpurpose (2008)
52%of consumers are more likely to52%of consumers are more likely to recommend a brand that supports a cause vs one that does nota cause vs one that does not
81%say when price/quality are
81%say when price/quality are equal, they’re likely to switch brands based on causebrands based on cause
68%of consumers would remain loyal68%of consumers would remain loyal to a brand if it supports a cause
…even in a recession
71%have either given the same71%have either given the same amount of (or more) time or money to good causesmoney to good causes
even in a recession…even in a recession
71%have either given the same71%have either given the same amount of (or more) time or money to good causesmoney to good causes
even in a recession…even in a recession
A l l k t A closer look at women…
Source: Mintel Report on Cause Marketing, 2007
Significantly more likely than men to agree that “sometimes a cause-related sponsorship will p paffect my purchase”
More likely to be philanthropically minded
More aware of CRM efforts than men
Most concerned about health issues, education, children’s welfare and povertyp y
spent on cause1.5 billionspent on cause marketing last year
1.4 millionnon-profit organizations in the U.S. alone
DOING GOOD & GIVING BACKDOING GOOD & GIVING BACKA BRIEF HISTORY
Early 1900sWealthy Family foundations
1910s
1950s-1960s 1970s-1980s 1990sD
RAIS
ING 1948
United Way formalized, 1,000 local chapters
1991 Evocative Icons:AIDS/HIV R d Ribb
2004Post-Tsunami Mobile Giving
2006
2000s - Venture
philanthropy- Micro-philanthropy
1980s Epic Relief USA for Africa, B d Aid
2000s1900-1940s
Community Chest
Late 1920sWalkathon
AN
TH
RO
PY/F
UN
D 1950s-1960s Civil Rights and Anti-war movement transform ideals in public life.
Red Ribbon
1996AIDS Quiltat the WDC Mall
2006Inconvenient Truth
2008Obama Campaign
2001Post-9/11 TV “roadblocks”
Band-Aid, Live Aid
TIED TO PRODUCT
PHIL
A
TRANSACTIONAL TRANSFORMATIVE
p g
1992
2004Nike. LAF and LIVE STRONG
2006- Pixel Donating- CRM spending +24% vs ’05G
TANGIBLE
1992Pink Ribbon (Lauder)1997Revlon
Run/Walk1998Avon Walkathon
2005Adventure Altruism
+24% vs 05
2007
USE M
ARKETIN
G
1983 AMEX & Statue of
SOCIAL AND ACTIVE
Avon Walkathon
CAU
MASS PRODUCED: CREATED FOR EVERYONE PRODUCED BY THE MASSES: CREATED BY EVERYONE
Statue of Liberty
1900s-1920s Local community & small town ideals
1930s Great Depression &
1960-1970s Epic concerts
Digital ExplosionOnline communities of shared interest
Celebrity CultureRise of the Uber-D
PO
P CU
LTU
RE
1970s-1980s Rise of ideals-driven enterprise: Ben & Jerry’s, Newman’s Own
Mid 1990s Ideals-driven start-up culture captures popular imagination
puprooting of local communities
Rise of the UberInfluencer
Social Media + Mobile CultureMutually assured connectivityM
ED
IA A
ND
1980s “Reagan Effect” ofcuts in gov’t funding
ENGAGING CONSUMERS
Transactional:Doing Good through PurchaseDoing Good through Purchase
Buys Consumer $$ Organizational yProduct
Consumer $$ Beneficiaries
Active Altruism:Doing Good Beyond PurchaseDoing Good Beyond Purchase
ConsumerParticipates
beyondPurchase
$$ or something of value
Organizational Beneficiaries
of value
Wired Giving:Doing Good DigitallyDoing Good Digitally
Engages$$
Organizational Consumer Digitally &
Socially $$ or Individual
Beneficiaries
Micro-philanthropy
Hack-a-thons
CAUSE DECISION MAKING CAUSE DECISION-MAKING A ROADMAP
LET THE PLANNING BEGIN!
Have you YESHave you
factored in d f
YES
Have you engaged all marketing
disciplines? NO
YES
aligned on successmeasures?
YES
NO STOP
needs of all stakeholders? NO STOP
p
STOP
Do you know what causes are
YESHave you donea landscape
YES
Is senior management aligned to the
project?
YES
NOimportant to your target?NOSTOP
passessment? NO
STOP
p j
STOP
Healthy ?
YES
Co ld ca se
Is your brand equity
or purpose l l d fi d?
YES
NO
Is it conducive to playing in cause space?
YES
NO
STOP
brand? NOCould cause
address a business challenge?
YES
NO
clearly defined? NO
STOP STOP
Information & Inspirationp
causemarketingforum.com KATYA’S NON-PROFIT MARKETING BLOGwww nonprofitmarketingblog com/www.nonprofitmarketingblog.com/
BETH’S BLOGbeth.typepad.com/beths_blog/
PR MAMAssmirnov.wordpress.com@ssmirnov@ss o
Thank You!
Stephanie Smirnov, PresidentD V i P bli R l ti
© DeVries Public Relations (April 2009)
DeVries Public Relations