Jerry, Jerry, Jerry!

Maybe you heard, but Jerry Lewis, the head and soul of the Muscular Dystrophy Association has been using naughty words again.

Last Friday, October 24, in Sidney, Australia and was asked about cricket and he responded; “Oh, cricket? It’s a f- game. What are you, nuts?”

Cricket is the national game of Australia.

Jerry Lewis is like that old guy at the company Christmas party who starts making passes at all the women once he has a drink or two under his belt. It’s like he doesn’t have an internal governor, you know, the device that keeps you from making a fool of yourself.

Jerry’s response to that would be, “Idiot! For 60 years I’ve made a damn fine living playing the fool.”

In honor of Jerry’s latest gaffe, I’m go to repost something I wrote on September 6, 2007, a few days after Jerry’s previous faux pas. I called it: “Jerry Lewis, It’s Time to Move On.”




So Jerry Lewis got himself in trouble over the Labor Day weekend. Maybe you heard. In his wacky, jesting way he used the “F-Bomb” as one reporter had it.

Another characterized it as a “homophobic slur.”

I prefer to think of it as a wakeup call to the board of the Muscular Dystrophy Association that it’s time to promote Jerry out of his hosting role.

Jerry’s survived these dramas in the past and he could surely do so again. But the man is 81 and while that’s half the age of his longtime sidekick Ed McMahan, Jerry is showing signs of wear. And let’s not forget that Jerry Lewis has had more near-death experiences in the last few years than the cheerleader on the ABC television series Heroes.

So how do you move out a guy who plainly doesn’t want to go and with whom do you replace him?

Last question first. How about Jerry Seinfeld?

Seinfeld’s on the record for saying that he pretty much never misses the MDA Telethon, and I believe him. I heard late-night talker Jimmy Kimmel say the same thing the other night. I have a certain sick fascination with the MDA Telethon myself.

More to the point, Jerry S. is a father now of young children, and like never before he can probably imagine what it must be like to hear a doctor tell a parent that their child has some form of muscular dystrophy. Seinfeld’s wealthy and powerful and he and some of his friends (Larry David, for instance) have the gifts to reimagine the MDA Telethon for a younger audience.

Not too many performers would turn him down if he called and asked them to appear. Plus, word is that he’ll have plenty of time on his hands a week or two after his animated film Bee Movie comes out.

So Jerry Seinfeld it is. But how to get Jerry Lewis to move on?

1. First off, a replacement of the status of Jerry Seinfeld has to be secured.


2. Jerry L. could/should participate in the process so long as the result is that Jerry L. is out and Jerry S. is in. When all the preparations are in place, the Jerries should then commence a whirlwind media tour.


3. To coincide with the announcement the MDA should commission a retrospective on Jerry L’s entire career written by a prominent author. Too bad David Halberstam is dead, because he would have been the perfect choice.


4. A film documentary, suitable for airing on PBS, should accompany the book. Maybe Ken Burns could whip something up over the next seven or eight years.


5. In conjunction with the book and documentary, the museum at Academy of Television Arts and Sciences should stage a major retrospective exhibit on the MDA Telethon and Jerry’s TV career.


6. The MDA should acquire ownership of the song closely associated with the Telethon, Smile, and retitle it, “Smile: the Jerry Lewis Song.” Maybe Philip Glass could create atonal variations on a theme of Smile: the Jerry Lewis Song.


7. A touring exhibit of Jerry’s paintings should be mounted at the 186 TV stations that currently carry the MDA Telethon. And if Jerry Lewis doesn’t paint? No matter. No doubt they could dig up some old Red Skelton canvasses and pass them off as part of Jerry’s faire le clown oeuvre


8. There should be a week-long tribute on A&E that features the movies of Jerry Lewis hosted by Regis Philbin and Ed McMahan.


9. MDA should clear up the rights issues and release to DVD Martin & Lewis’s many appearances on the Colgate Comedy Hour from the 1950s.


10. A series of mailings should go to MDA’s donor list asking them to donate in Jerry’s honor to a special fund that bypasses the MDA’s normal process for funding new research to fund ideas that are promising if unconventional. Laugh therapy perhaps. Or fruit juice enemas.


11. The cure to some major component to muscular dystrophy, when it comes, should be called the ‘Jerry Lewis Protocol’ or some such.


12. A gold sarcophagus featuring Lewis’s likeness circa 1966, when the Telethon started, should be commissioned in anticipation of his death. A tomb should be dug in the Thebes Valley in Egypt to hold Jerry’s body. Alternately, he could be buried in a specially-built pyramid-shaped crypt on the grounds of the Egyptian-inspired Luxor Casino on the Las Vegas Strip, where Jerry’s spent so many wonderful years.

There you go, a few suggestions that, if properly executed, would help the MDA board and Jerry Lewis to move on.

Pinked Out?

Mae West famously said that “too much of a good thing is... wonderful.” But is it?

A female friend forwarded me a recent ‘moms’ e-newsletter she got about a week ago. It had the expected content but the bottom was lined with four products ‘for the cure;’ shower gel for the cure, a CD with Amy Grant for the cure, fantasy bubble bath for the cure, and a sketchbook for the cure. All offering ‘100 percent of the net proceeds’ for breast cancer research.

She made the point that now, near the end of Breast Cancer Awareness Month, she’s a little ‘pinked out.’ I can see her point.

In magazines, with their long calendars, the editorial and the advertising for Breast Cancer Awareness Month might start in September or even August. The last notices of breast cancer awareness might appear in November. It’s less true of the electronic media like TV or the Internet, but still that’s as many as four months of pink ribbons.

In that time there’s hundreds of events, thousands of pink themed cause-marketed products, and millions of consumer impressions. All made possible, as I’ve pointed out before, by the open-source nature of the pink ribbon; it’s all grown so big precisely because no one owns the pink ribbon or the month.

But that also means there’s no one to control the momentum or pull back on the reins if it gets to be too much. No one, that is, but the consumer.

I’ve posted a poll up on the right to gauge your opinion and I hope you’ll vote. It will stay up until Nov. 1.

Let me declare my neutrality on the issue and my bona fides. My mother fought and survived breast cancer. And as a marketer and cause marketer I hold in immense regard what could be called the ‘Pink Ribbon Brigade;’ Susan G. Komen for the Cure, the Breast Cancer Research Foundation; and all their sister organizations.

It’s a staggering what they’ve accomplished. But the question is, has it become too much of a good thing? Or is it still wonderful?


(Tip of the hat to Kate L.)

Non-Transactional Cause Marketing

Repeat after me: cause-related marketing is not always about the money.

You know what I mean. We tend to think of cause marketing as a transaction. You buy a carton of Yoplait yogurt, lick the lid, send it in and a dime goes to the Susan G Komen Breast Cancer Foundation.

But cause marketing is really about incentivizing certain kinds of human behavior, and not all of it has to do with buying something. About once a quarter I see a really dynamite non-transactional cause-related marketing campaign and It’s Time to Feel Better from Cigna Corporation, the health and life insurance company, is a terrific example.

It’s Time to Feel Better is an educational website with an interactive knowledge game. You reach the game by clicking on ‘Test Your Knowledge Here.’ The game is a series of questions… more than 250 in all… that tests your knowledge of health, health insurance, disease and the like. On the left side of the screen is a water spigot.

As you answer the questions correctly, the water changes from a trickle to a steady pour. If you answer three questions right you’re informed that a child in India has received a day’s-worth of clean water at his/her school. As long as you play and answer correctly, the donations of clean water continue.

The campaign was developed by Cigna’s internal marketing, education and PR staff. “Cigna’s first goal is public awareness that the education is available, as people are drawn in through the game and its charitable giving aspect,” says Gloria Barone Rosanio, a spokesperson for Cigna . “Longer term, we will look for people to better understand health care after taking the courses, and the final longer-term goal is change -- whether people changed their behaviors as a result of the courses.

Cigna’s nonprofit partner is Water for People, a 17-year old Denver-based nonprofit that in 2007 provided safe drinking water for 108,000 people in Bolivia, Guatemala, Honduras, Malawi and West Bengal, India. (The photo above came from Water for People's website).

Cigna’s donation to Water for People is $50,000, enough to provide one million days of clean water.

I asked Rosanio how Cigna would evaluate the success of the campaign. She wrote, “First, we expected to drive 10,000 visits to the website where the game and courses are housed, within one month of launch. We have far surpassed that number as measured by how many days of clean water have been generated so far. We also looked to gain 10 million media and online impressions, and we have surpassed that as well with 19 million impressions.”

At first blush the evaluation metric seems a little thin, a little PR-y. Cigna’s stated goal is to change behavior, and site usage is hardly a measure of behavioral change. But to measure behavior change is a generally a large undertaking, and probably too much to ask of this campaign.

This campaign is also meant to be a learning endeavor. Cigna wants people to know what a co-pay is, what cholesterol is, how alcohol affects the teenage brain, etc. But science tells us that to really get something into your permanent store of long-term memory requires repetition just at the moment you are about to forget whatever ‘it’ is. That too, is probably too much to ask of this campaign. Since I’m piling on here a little, I should say I disliked the sound effects associated with the game. Could have been my computer speakers, certainly, but I played the game with the sound muted.

Overall, though, I really like Cigna’s approach and execution.

Cause Marketing Potpourri

Some miscellaneous items from the world of cause-related marketing, and corporate philanthropy.

Economy Slowing Philanthropic Giving by Small Business
A survey of small businesses, published by The Chronicle of Philanthropy and sponsored by Advanta, finds them enthusiastic for charitable giving, but retrenching in the slowing economy.

Small business… companies with fewer than 500 employees… is the most vibrant chunk of the U.S. economy employing about half the nation’s workforce. In the survey of small business 66 percent who donate through the company, donate cash, 51 percent volunteer, 41 percent give services and 39 percent make in-kind donations.

The economy has affected the mood of small business when it comes to philanthropy. Sixty percent say the economic turmoil has negatively affected their charitable giving. Thirty-eight percent say they’ve given less this year, 47 percent say their philanthropy has held steady and 14 percent say they’ve given more.


mGive Donates TV Commercial for Keep a Child Alive
mGive, which provides the mechanism that allows charitable donations to be added to donor’s phone bills in $5 chunks, donated an ad buy on MTV to Keep a Child Alive, the charity for kids with AIDS in Africa.

As I’ve posted in the past, mGive has been successfully used in the past in conjunction with outdoor media and events. But this is the first time mGive has been used with a TV ad. The creative features singer and songwriter Alicia Keys.


Advanta’s Ideablob Open to Charities and Social Entrepreneurs, Gives Away $10,000 a Month
Ideablob, a social media site for entrepreneurs, charities and social entrepreneurs gives away $10,000 a month to ideas that receive the most votes from users.

To get a feel for it, I posted my own Ideablob and my takeaway is that charities and social entrepreneurs that could rally voters, could probably finish in the money.

Check my Ideablob here.


OfficeMax Expanding Its Line of Office Materials Made from Trash
OfficeMax and TerraCycle…which makes pencils, paper, backpacks, binders and other items from materials like elephant poop, coffee grinds, wine corks, cookie wrappers, and computer diskettes… are doubling the line available in OfficeMax stores.

TerraCycle donates a few pennies to charity for items like used soda bottles, wine corks, drink pouches and the like.

I’m giving TerraCycle short shrift here, but do visit their site and check out one of the most interesting business models anywhere.

The New Face of Corporate Philanthropy

On October 2, 2008 OfficeMax surprised 1,300 teachers in the neediest classrooms nationwide with $1,000 gift of school supplies. The teachers were chosen in conjunction with the charity Adopt-A-Classroom.

(The picture on the left is of Jennifer Jacobs, a teacher at Robert Black Magnet School in Chicago, receiving her gift.)

The $1,000 is just about the perfect amount. A NEA survey of teachers found that they spend an average of $1,200 a year on classroom supplies to make up for budget shortfalls.

OfficeMax’s inelegant name for the campaign is “A Day Made Better.” And while it’s not cause marketing in the usual sense of the term, it is a whole new flavor of corporate philanthropy. But that has more to do with a new class of charities, of which Adopt-A-Classroom is one of many, than it does with this campaign.

Founded in 1998, Adopt-A-Classroom allows teachers to make direct appeals to donors. A teacher who needs materials she won’t get from her school or district can make a direct appeal via the Adopt-A-Classroom website. Another charity in this space of a more recent vintage is DonorsChoose.org, founded in 2000.

If you’re thinking this isn’t a whole lot different than some of the microenterprise donation charities, you’re right. Like no technology before, the Internet has shrunken the globe and made direct person-to-person appeals possible.

People are going to hate this analogy, but this Internet-enabled philanthropy is the most direct giving you can do this side of putting a few coins in a beggar’s hand. By that, I don’t mean that teachers are beggars. Only that most charitable appeals have at least three degrees of separation between the donor and the ultimate beneficiary. Whereas with Adopt-A-Classroom it’s just the teacher and the donor.

I interviewed OfficeMax’s spokesperson, Beth Cleveland, about the campaign.


Other organizations that are nominally in this same space, how did OfficeMax come to choose Adopt a Classroom?

In 2007, OfficeMax declared education as its companywide cause and began seeking a nonprofit partner in the space. OfficeMax came across Adopt-A-Classroom, which offers the public a simple web tool for literally adopting a teacher anywhere in the U.S. with 100 percent of proceeds benefiting the teacher…plus, donors receive an impact report that defines exactly how each penny was spent to benefit the classroom. Because Adopt-A-Classroom’s donation formula fully benefits the teacher, ensures responsible spending by the teacher and had proven successful for ten years, OfficeMax found a partnership with Adopt-A-Classroom was a natural fit.

When did A Day Made Better start?

The planning for the inaugural “A Day Made Better” school advocacy campaign started in early 2007 upon partnership with Adopt-A-Classroom. The actual event
took place on October 2 where 1000 teachers were surprised at 1000 schools across the country with $1000 worth of classroom supplies.

How long is OfficeMax’s commitment to ADMB?

OfficeMax and Adopt-A-Classroom have committed to the “A Day Made Better”
event indefinitely. The two companies plan to remain partners and continue this
inaugural surprise event to benefit teachers, call attention to the national problem of teacher-funded classrooms, and encourage widespread public support for educators every October.

How will you measure ADMB's success?

We are measuring the success of ADMB by examining the impact the event had on donations to AdoptAClassroom.com, which greatly increased following the 2007 event. We expect even greater results this year with 300 additional schools added to the “A Day Made Better” surprise event. We are also looking at the impact the event had on education and awareness of teacher out-of-pocket spending through traffic to www.ADayMadeBetter.com, membership to the Facebook “Cause” page and national media coverage (broadcast, print and online). Notable media coverage includes feature stories in The Washington Post, Miami Herald, San Jose Mercury News, FoxNews.com, BrandWeek, In Touch Weekly, New York Post, and ABC/CBS/NBC news stations in DC, Chicago, Miami, Los Angeles and other top markets.

Owning Your Cause-Related Marketing Campaign

Over the last 15 years or so, I’ve seen my fair share of cause-related marketing, but I don’t remember ever seeing any featuring lighters. So, I was fascinated to come across this campaign from Zippo, candle designer Harry Slatkin, and retailer Bath & Body Works, benefiting Autism Speaks, the 3½ year old autism advocacy organization founded by Suzanne and Bob Wright.

So I went to the websites of all the entities named in the ad, which appeared in the October 2008 Elle Decor to learn more. And what did I learn? I learned that nobody seems to want to own this campaign.

Zippo.com has zip about it. Bathandbodyworks.com has a Slatkin lighter, but there’s zilch there about Autism Speaks. And there’s zero at AutismSpeaks.org, too. Could be there’s something in-store, but the closest Bath & Body Works to me is farther than I care to drive.

(Update on October 20, 2008: My new friend John D., who lives in the Eastern U.S. reports that he visited a Bath & Body Works over the weekend and inquired about the campaign. They told him that there was in-store signage for the campaign, but that the store manager was awaiting the go-ahead from management to display it.)

I hate to be such a noodge, but if you can get your cause marketing campaign in a national magazine, you should also be able to have details about it somewhere else; a press release, a statement, a paragraph about it on the website that’s listed in the ad (more to the point, 3 websites). But not in this case.

And there’s no one to point at besides Autism Speaks. Whether Autism Speaks initiated this campaign or someone else did, the buck stops with the benefiting charity.

I appreciate that Autism Speaks is growing very fast, powered no doubt, by Bob Wright’s corporate muscle. He was the chairman of NBC Universal until May 2007. And, hey, stuff slips through the cracks when you’re growing fast. But growth is a reason for this trip up, not an excuse. Wright is still vice-chairman at GE, NBC Universal’s parent and if any charity executive should understand that he should.

And don’t get me started on the ill-advised ‘portion of the proceeds’ language in the body copy of the ad. Language made worse by the addition of the irresponsible call to action: “Make your contribution today by purchasing the ‘Autism Speaks’ candle lighter at Bath and Body Works.”

I’m in the top ten of the world’s biggest fans of cause marketing (number 4, to be exact), but even I would never equate buying a product with making a contribution to a cause. All the more so since we don’t know what that contribution is.

All in all, I'm sad to say, a rookie effort from Autism Speaks and its sponsors.

The 2008 Cone/Duke University Behavioral Cause Study

On October 1, 2008 Cone Inc., in conjunction with the Fuqua School of Business at Duke University, released the best validated proof yet that cause-related marketing gives certain products a sales lift.

The study had two parts. In the first, 182 individuals aged 18-62 and broadly representative of the American consumer reviewed the contents of a new regional magazine. Each were randomly assigned to either a ‘cause’ group or a control group. The cause group saw cause-related marketing advertisements for four products: shampoo; toothpaste; chips; and lightbulbs. The control group did not see the CRM ads.

Then the study participants were ushered into a convenience store setting with approximately 150 SKUS. Some of products had a shelf tag that said something like, ‘great value.’ Others said, “proud supporter of…”

Study participants were given real money to shop with and were allowed to take home both the products they bought and any leftover money. While all four products saw a sales lift, the increase for the shampoo was a remarkable 74 percent and the toothpaste was 28 percent. The increase was negligible for the chips and light bulbs.

In tests of aided recall, from 61 to 96 percent recalled the name of the sponsoring company and 48 to 66 percent of participants recalled the charity involved.

The second phase of the study was conducted online. A representative sample of 1,051 people were given a magazine to review online. As before, the magazines for the ‘cause’ group had cause-related marketing advertisements, but this time just for shampoo and toothpaste. The control group did not.

There were six brands of toothpaste advertised and six brands of shampoo. Both the control and cause groups were asked to choose a shampoo and toothpaste product… which they received via mail… from among those advertised in the magazine.

This time they found a 19 percent sales lift for the shampoo and 5 percent for the toothpaste. They also found that people spent 49 percent as much time examining the cause ads in both categories versus the control.

Though the sales lift in the second portion of the study was not nearly as large as the results measured in the in-store portion of the study, these are still meaningful numbers.

Suppose your brand does $100 million in sales a year, and, to make the math easy, $25 million a quarter. A 19 percent sales increase in a CRM campaign in one quarter comes to $4.75 million! Even a 5 percent sales lift is $1.25 million. A 74 percent increase is $18.5 million!

Bear in mind that in most cases, cause-related marketing is less expensive to than other tactical promotions a company might conduct.

This behavioral research differs materially from past surveys… pioneered by Cone and replicated by many others… whereby people were asked how they would react to a hypothetical cause-related marketing come-on. This research is much more real-world.

As a cause marketing practitioner and independent consultant I’ve been deeply grateful for Cone’s efforts and insights over the years.

That said, the prior studies were flawed. No matter the sophistication researchers dial into opinion surveys, what people say they will do, given a certain hypothetical can be widely different from what they actually do in real life.

This study, too, is imperfect. But it yields results that are more true to life true to life than any of its predecessors.

The best study would come from examining the actual sales data, for instance from Campbell’s. Basically all of Campbell’s brands… including food service products… are now a part of the Labels for Education campaign. But they were added incrementally. It would be a simple matter to compare their sales after joining the program to their sales before joining it. General Mills could do the same with Boxtops for Education.

If General Mills or Campbell’s wants to turn over that kind of data to me, I’ll hire a marketing statistician and we’ll fire up the SAS and release our analysis to the world, probably in a book. But no company has any incentive to do that.

General Mills is in Minneapolis. Maybe a marketing professor at the Carlson School of Management at the University of Minnesota could convince General Mills to break loose their data if she or he agreed to shield the brands involved.

Thanks to Cone/Duke for this tremendous study.

But here’s hoping for the study based on long-term sales data.

The Last Cause-Related Marketing Label Campaign to the School Dance

Nestle Waters North America has a label campaign out called GoLife that benefits schools by providing sports equipment and school trips. But there’s an elephant in the classroom.

If label campaign benefiting schools sounds like familiar ground, you’re right. Campbell’s has been doing one for more than 30 years, and General Mills has been doing their Boxtops for Education campaign for 12 years. General Mills is the larger of the two in no small part because schools can redeem the Boxtops for cash rather than merchandise.

Schools and PTAs/PTOs encourage parents to collect boxtops/labels and assign someone to manage all the collecting, counting and redeeming. In my kids’ school one of the secretaries has this assignment and there are two large barrels in the school office, one for Labels and one for Boxtops.

Before the Internet this was a whole lot more work than it is now. But even still there’s probably not too many school secretaries or PTA/PTO label coordinators who relish this part of their work.

GoLife has been going on (it appears) since 2007 and will run through the end of the 2009 school year. My kids’ school wasn’t registered. And, so far as I can tell, neither were any of the 71 schools within a five mile radius of my zip code.

I don’t know who built GoLife for Nestle of if they put it together internally, but it leaves me with a number of questions.

• The points a school can earn is capped at 1 million. Why? Isn’t more labels better?
• The campaign has deadlines to enroll schools, register points, and redeem points. The campaign also has a hard end-date. Why not just make the campaign year-round, as with Boxtops for Education and Labels for Education?

The hard end-date makes it seem that Nestle is just testing the waters with GoLife.

• As near as I can determine, GoLife requires about the same amount of effort for schools as Labels and Boxtops. I wonder if they actually talked to any school secretaries before they launched this? Who better to help them distinguish their campaign than the people who actually administer it?
• Which leads to my next question, why another school label campaign? Boxtops for Education and Labels for Education each have dozens of eligible products. GoLife has basically one. Because of that disparity, GoLife is destined to always be the third option, and the last one in parent’s minds.

Sports equipment makes sense strategically, since Nestle also promotes water as a healthy alternative to juice boxes.

• But the elephant in the classroom is this: every school in America has drinking fountains. Every home in America has fresh water coming out of its faucets. With rare exceptions nationwide, the water that comes out of those faucets and fountains is pure and wholesome (even if the taste sometimes leaves something to be desired). Bottling water and shipping it great distances in small plastic bottles when children and adults have ready access to good water is an inherently wasteful enterprise.

Nestle Waters North America promotes that it uses less plastic for their bottles than before, but one way or another much of that plastic ends up in the wastestream. Even the bottles that are recycled require energy to transport, shred and melt them.

As I’ve mentioned before, progressive local governments and groups have begun to ban bottled water at their confabs.

I’d be willing to bet a double-thick milkshake that over the next five years Nestle Waters North America experiences a slow but steady erosion of sales in the U.S. because consumers are waking up to the issue of the wastefulness of bottled water.

I’m all in favor of using cause-related marketing to help companies solve challenging PR issues. But if it’s going to preserve market share Nestle has to do something more holistic than GoLife to counter that perception.

Then there’s the issue of being the third cause-related marketing label campaign to the school dance. Third place isn’t necessarily a bad place to be. But to be successful in third place you have to be really strongly positioned against the competition. I just don’t think Nestle’s done that here.

The Green Kitchen Bribe...er... Referral Fee

Dear Kind Readers:

Last week I got the most inventive word of mouth marketing approach that has crossed my desk in some time. It’s for a new green enterprise and it includes a $40,000 ‘green’ kitchen giveaway and a $1,000 bribe…er... incentive.

Intrigued? So was I.

Here’s what it’s about.

Foodservicewarehouse.com is giving away a $40,000 green commercial kitchen in order to promote its new green certification process, its green kitchen consulting services, and the green kitchen products it sells. Enter the contest here.

Here’s the inducement. To the website or blog that refers the winner, they are offering $1,000. Sort of like the referral fee that goes to stores that sell a winning lottery ticket.

I’m going to play along and encourage you to enter if you qualify. You’ll notice that I’ve also added a little URL snippet to the column at the right that will be there until they notify the winner in December 2008.

If I win the $1,000 referral fee I’ll give it to an environmental cause, or give to you as Alden Keene merchandise or gift certificates. Or some combination thereof. At any rate, if I win I‘ll giveaway all the money. For the sake of transparency, I'll also publish a full accounting of how the money is distributed, if the $1,000 bribe comes to me.

Will Foodservicewarehouse.com’s word of mouth tactic work? I don’t know. One of the rules of thumb of word or mouth marketing is that actual money not change hands, even if other inducements do.

I’ll watch with interest as this develops.

Warm regards,

Paul Jones, President
Alden Keene and Associates