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Cause Marketing 2.0
How would you like to:
Make a difference and support a cause you care about
Make your advertising messages more meaningful
Have people talk positively about your brand - on and off the web
Have people switch to your service or product because they associate you with making a difference
Not increase your existing marketing budget by achieving all of the above?
We are combining traditional cause marketing with the power of social media and call it cause marketing 2.0.
At the beginning is the awareness that traditional marketing looses its impact on a daily base. One of the best ways to engage your target audience is to tie your brand to a valid cause that you and your target audience are passionate about.
You could announce one or more of the following:
You allocate a portion of your sales to a cause
You are sponsoring a group of people traveling to a destination and trying to make a difference (i.e. and education or training camp)
Offer a matched funding campaign and invite your target group to donate
Donate some of your products or services for your cause
Host an event to raise funds
Etc...
Be ready to talK
If your target groups picks up on that they will start talking about you. "Have you heard what xyz is doing...", "I really like the new approach XYZ is taking", "Something has shifted with XYZ, look at them".
How does cause marketing 2.0 differ from Donations?
The added noise with a cause marketing campaign is amplifying the results for you and for the recipient. Dedicating a fixed amount to a cause marketing campaign is simply more effective than an outright donation.
A few things to consider
Your cause should be tied in to your target audience. Don't just pick anything because it sounds good. Beware of celebrity involvement: It only makes sense if the celebrity itself is credible. Having a sport celebrity involved in a rape family oriented campaign to find out later that he has cheated on his wife won't help.
The challenge
We are non-traditional marketers with a focus in guerilla and viral marketing. As such we understand that every successful campaign must have some new elements.
Something that is new and hasn't been copied. New associations must be created. This also applies to how we target cause marketing: It has to be new and refreshing to engage the audience and get them involved. It is not possible to simply copy what someone else is doing and just relabel it.
Where does the World Cup 2010 come in?
We believe that the 2010 World Cup will be a breakthrough event for cause marketing. Recent major sport events have taught us a lot of resources were spend in return for no or very limited results.
South Africa is a country with massive problems that have to be addressed. This is a perfect playground for anyone interested in Cause Marketing: Established organizations exist and are doing great work already.
But they lack the resources to work on a larger scale and make a more significant impact. The founders of conceptbakery believe that this trend will be massive and important and therefore we decided to launch a nonprofit corporation with the sole focus on the South Africa Project.
Interested?
Of course we are ready to talk more because we are pretty passionate about this. Why don't you get in touch with us?
Cause Marketing 2.0 in action...
We'll have some major announcements pretty soon...
