Cause Marketing 2.0
How would you like to:
Make a difference and support a cause you care about
Provide more meaningful advertising messages
See people enthusiastically promote your brand - on and off the web
See consumers switch to your service or product because they associate you with making a difference
Achieve all of the above without spending extra marketing $$$?
To achieve these goals, we offer a combination of traditional cause marketing and the power of social media: cause marketing 2.0.
Traditional marketing looses its impact on a daily basis due to the social media revolution. The marketing landscape is very competitive and challenging. We encourage you to consider tying your brand to a valid cause that you and your target audience are passionate about.
How? Implement one or more of the following programs:
Allocating a portion of your sales to a cause
Setting up a matched funding campaign and invite your target group to donate
Donating some of your products or services for your cause
Hosting a fundraising event
Be prepared to discuss your campaign
When you announce your program, your audience will want to learn more about you and your cause. "Have you heard what xyz is doing...?", "I really like the new approach XYZ is taking.", "Something has changed with XYZ, look at them.".
Some consumers will simply want to congratulate you on your efforts. Others will want information on how they can help. Do not ignore these voices. They will talk to their network and your willingness to communicate with them can be incalculable. Be open to discussion.
Your objective is to make a difference, and is worth discussing. Yes, you will benefit from the increased attention. The press might pick up on it. More clients will talk about your brand and buy your products, which increases your sales, which enables you to give more. In addition, more individuals will learn about your cause. They might decide to join your cause and provide private donations or find other ways to aid your cause.
When participating in a good cause, a little bragging is almost mandatory. To keep it a secret would be wrong.
How does cause marketing 2.0 differ from donations?
The publicity associated with a cause marketing campaign increases your results and those of the recipients. Dedicating a fixed amount to a cause marketing campaign is simply more effective than your company making an outright donation of the same amount.
A few things to consider
Your cause needs to be tied to your target audience. Don't just pick something because it sounds good. Beware of celebrity involvement, and make sure the celebrity is credible. For example, having a sport celebrity involved in a rape family oriented campaign only to discover he cheated on his wife would be disastrous.
Diligently select a nonprofit organization that you plan to support:
Have they established accountability?
Do they have a proven model?
Will your support help them accomplish their goals?
The organization you choose must be able to document its progress and provide you reports of that progress on a regular basis. You need these reports for your company’s finances and to show your clients the effects of your efforts.
Every successful campaign must have some new & original elements.
New associations must be created. Your campaign needs to be new and refreshing, and able to engage the audience. You can not simply copy what someone else is doing and relabel it.
This also applies to your cause marketing efforts.
Where does the World Cup 2010 come in?
We believe that the 2010 World Cup can be a breakthrough event for cause marketing. Why? The event is being held in South Africa, a country with massive problems. This is a perfect playing field for anyone interested in cause marketing. Many organizations have been established and are already doing great work.
Unfortunately, these organizations lack the resources to operate on a larger scale and make a significant impact. The founders of conceptbakery believe that the needs of these organizations will continue to increase, and that outside assistance will be paramount. We took action and launched a nonprofit corporation with the sole focus on South Africa.