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CAUSE MARKETINGThe good, the bad, and the ugly of a $1.5 billion industry
INTRODUCTION
Kieran Joseph Magee (Joe)Sales and Marketing for 10 yearsCause Marketing for the last 2 yearsFormer Director of Business Development at Causecast
Twitter: @KJMageeHashtag: #USCCM
CAN YOU TELL ME THE BRAND OR ORGANIZATION BEHIND EACH CAMPAIGN?
EXAMPLE #1:
PEPSI REFRESH PROJECT
2010 $20 million Fund projects that had social impact on
communities First time in 23 years Pepsi withdrew from
Super Bowl advertising
EXAMPLE #2:
YOPLAIT’S SAVE LIDS TO SAVE LIVES
12 year campaign Donates $.10 to Susan G Komen for each lid
returned. Up to $2 million in 2011
EXAMPLE #3:
LEUKEMIA & LYMPHOMA SOCIETY
Sport training program Founded in 1988 to train for the NYC
Marathon As of 2008 the campaign had raised $850
million
WHAT IS CAUSE MARKETING?
Collaborative marketing of “for profit” businesses and non-profit organizations for mutual benefit.
IT’S EVERY WHERE.
Overview: Cause Marketing Forum - 2010
http://www.youtube.com/watch?v=jL9UV2hz2M0
HISTORY OF CAUSE MARKETING
First CM Campaign was in 1976 Marriott and March of Dimes Opening theme park in Santa Clara, CA. Early 80’s – Susan G Komen Foundation
pioneered CM.
TYPES OF CAUSE MARKETING
Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures
WHY CAUSE MARKETING?
90% of consumers want companies to tell them the ways they are supporting causes. 2010 Cone Cause Evolution Study
86% of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose
Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkely PR Cause Survey
WHO DOES IT BEST?
Patagonia Yvon Chouinard Part of their DNA Values permeate from the core
IBM Celebrating 100th year of Service Extend core competencies into communities they
operate in Disaster relief, STEM education Smarter Planet, Watson Robot
CAUSE MARKETING IN THE DIGITAL AGE
&You – Johnson & Johnson
Causes.com (Formerly Causes on Facebook) Birthday wish
Walgreens donates Flu Shots for every Foursquare Check-in
Whole Foods QR Codes: Help Their Gardens Grow
CAUSECAST CAUSE MARKETING
Virgin Mobile Re*Generation
Volunteer Rewards with Virgin Mobile artists http://volunteer.virginmobile.ca/
AOL Impact AOL cause module on homepage Supports a different nonprofit each day http://impact.aol.com/
CAUSE MARKETING POST 9/11
Veterans Affairs Military Families Patriotism Hyper-local Budweiser example:
http://www.youtube.com/watch?v=tl6YOYdBiQ4
THE UGLY SIDE
KFC and Susan G Komen Bucket for a Cure – “Pinkwashing”
Sketchers BOBS
Beer pong for MADD Newark Bears fundraiser
BEST PRACTICES
Be transparent Make sure it’s a meaningful impact Commitment to the cause and campaign Align with your brand Partner with reputable organizations Build social equity in advance
EXPERTS IN THE FIELD
Joe Waters - Author, Cause Marketing for Dummies @Joewaters
Susan McPherson - Senior VP, Fenton @Susanmcp1
Aman Singh - Blogger and Journalist @AmanSinghCSR
Carol Cone - Cause Marketer @CarolCone
Scott Pansky - Partner, Allison & Partners @spansky
WHAT THE EXPERTS SAY IN 140 CHARACTERS
CAUSE MARKETING RESOURCES
Cone Inc Cause branding, research
SelfishGiving.com Blog: Cause marketing and social media
Cause Marketing Forum Event and community
THANK YOU
QUESTIONS?
@KJMagee#USCCM