Trade shows are a natural for cause marketing because there are so many like-minded people under one roof. For instance, at the Outdoor retailer show that took place last week in my small State of Utah, the show was right around the 30th largest city in the State!
I almost always suggest to clients that if they’re going to do cause marketing at a trade show that they consider doing it on behalf of cause in the city where the show is being held. In so doing they have the chance to leave legacy that can long outlast the show.
OluKai, a footwear company, has real bon fides when it comes to cause marketing, corporate philanthropy and corporate social responsibility. Every year the company sends employees and others to Hawaii to help the nonprofit Maui Cultural Lands reforest the island and stabilize archeological sites.
But during the run of the show, OluKai held a pro sales event every day at 5pm and sent the proceeds to the Utah Museum of Fine Arts. Pro sales means that it targets the people at the trade show rather than consumers.
Listen now as Kellen Trachy explains what the OluKai brand is about, why supporting Hawaiian nonprofits is important to that brand, and why their pro-sales benefited a Utah cause.
Lastly, my apologies to Kellen for slaughtering the pronunciation of his last name. Kellen’s name is correctly pronounced like ‘Tracy.’