Buy One Give One Cars

At its launch on March 23 in Mumbai, Tata Motors Chair Ratan Tata announced that when you preorder a $2,500 Nano, a needy family in India would get a matching Nano.

Details are sketchy right now. Apparently this was something that Mr. Tata said at a press event and it was picked up by the Associated Press. But there were no PR materials available regarding the buy one, give one scheme and Tata’s PR staff was flummoxed when asked for details.

At a later event when Tata, who looks a little like Harrison Ford, was asked to comment, said only that the marketing scheme was in formulation and details would emerge in April.

Needless to say this is the most intriguing buy one, give one offer since the buy a house, give a house campaign I posted about in February 2008. But in that case the house you bought was in Sacramento, California and the house you gave was in rural Burkina Faso in sub-Saharan Africa.

When I learn more I'll pass it on.

Comments

PaulDunnWizofWOW said…

Hi Alden:

You might want to check out Buy1GIVE1 (B1G1) at www.b1g1.com. Lots of examples there PLUS, on the new B1G1 Global Village (www.b1g1village.com) when you check the Residential Area you'll see another variation on the buy1Give1 Housing idea at the Habitat Residence. Also several builders/developers now doing Buy a Home, Build a Home through B1G1.

Come and join me.

Paul

Paul Dunn
Sharing the joy of giving, every second, every day in every way
Come join me at www.b1g1.com
Follow me on Twitter at http://twitter.com/pauldunn

4/01/2009 1:43 PM

Cause Marketing: The All Packaging Edition

One way to activate a cause marketing campaign when the sponsor sells a physical product is on the packaging. I started my career in cause marketing on the charity side and I can tell you that back in the day we were thrilled to get a logo on pack of a consumer packaged good (CPG) or even just a mention. Since then, there’s been a welcome evolution of what sponsors are willing and able to do with their packaging in order to activate their cause sponsorships. That said, even today some sponsors don’t seem to have gotten the memo that when it comes to explaining your cause campaign, more really is more, even on something as small as a can or bottle. The savviest sponsors realize that their only guaranteed means of reaching actual customers with a cause marketing message is by putting it on packaging. And the reach and frequency of the media on packaging for certain high-volume CPG items is almost certainly greater than radio, print or outdoor advertising, and, in many cases, TV. More to

Why Even Absurd Cause-Related Marketing Has its Place

Buy a Bikini, Help Cure Cancer New York City (small-d) fashion designer Shoshonna Lonstein Gruss may have one of the more absurd cause-related marketing campaigns I’ve come across lately. When you buy the bikini or girls one-piece swimsuit at Bergdorf-Goodman in New York shown at the left all sales “proceeds” benefit Memorial Sloan-Kettering Cancer Center . Look past the weak ‘ proceeds ’ language, which I always decry, and think for a moment about the incongruities of the sales of swimsuits benefiting the legendary Sloan-Kettering Cancer Center. Cancer has nothing to do swimming or swimsuits or summering in The Hamptons for that matter. And it’s not clear from her website why Shoshanna, the comely lass who once adorned the arm of comedian Jerry Seinfeld, has chosen the esteemed cancer center to bestow her gifts, although a web search shows that she’s supported its events for years. Lesser critics would say that the ridiculousness of it all is a sign that cause-related marketing is

A Clever Cause Marketing Campaign from Snickers and Feeding America

Back in August I bought this cause-marketed Snickers bar during my fourth trip of the day to Home Depot. (Is it even possible to do home repairs and take care of all your needs with just one trip to Home Depot / Lowes ?) Here’s how it works: Snickers is donating the cost of 2.5 million meals to Feeding America, the nation’s leading hunger-relief charity. On the inside of the wrapper is a code. Text that code to 45495… or enter it at snickers.com… and Snickers will donate the cost of one meal to Feeding America, up to one million additional meals. The Feeding America website says that each dollar you donate provides seven meals. So Snickers donation might be something like $500,000. But I like that Snickers quantified its donations in terms of meals made available, rather than dollars. That’s much more concrete. It doesn’t hurt that 3.5 million is a much bigger number than $500,000. I also like the way they structured the donation. By guaranteeing 2.5 million meals, the risk of a poor

Cause Marketing

Search This Blog