Skip to main content

A Raspberry to Hamilton Collection's Promotion


Time Warp Cause Marketing from Hamilton Collection is Potentially Deceptive and Certainly Less Effective Than it Could Be

Hamilton Collection’s “Breast Cancer Charity Collectible Shoe Figurine: Hope” (whew!) is cause-related marketing at its finest, circa 1989.

This product, advertised in an FSI that dropped in September or October of 2006 would have been cutting edge 17 years ago. Now it appears, at least outwardly, to be deceptive.

Why? Several things are conspicuously absent from this ad. The first, of course, is mention of which organization(s) will benefit from the sale of the “Hope” shoe. The second is any suggestion of how much donation will devolve to the unnamed organization(s) from each sale. When that information is missing, it’s easy to wonder if the promotion’s legit.

Worse, the first sentence of the body copy “…share in the hope for the future with this inspiring sculpture designed to help increase breast cancer awareness…” does little to dispel any doubts. Because you could argue that just having a Hope shoe in the households that buy them accomplishes mission of increasing breast cancer awarness. So who and what is the donation for?
Back in 1989, when cause-related marketing was still in its toddlerhood you could get away with these shortcomings. Now you can’t.

I don’t know any more about this promotion than what I read on the ad and on Hamilton’s website, which mirror each other, but part of the fault could lie with the breast cancer charities. As charities grow in size and their brand takes on additional meaning, they get all kinds of offers to do these kinds of promotions. To divide the wheat from the chaff the charities begin to require minimums, guarantees or additional fees from sponsors.

The approach works, but just as some wheat blows away with the chaff, some legitimate… if smaller... sponsors are lost to the winds.

But not listing the specific amount of donation is Hamilton Collection’s claimed donation is the company's fault, and bad cause-related marketing. In general, higher donations increase sales, although determining the exact best donation remains more art than science.

Finally, there’s the product itself. Many marketers to women decry the “pink it and shrink it” approach that Hamilton Collection has taken here. And although it isn’t always necessary for the product and cause to be related in a cause-related marketing promotion, a shoe named ‘Hope’ and breast cancer seem strained.

So a raspberry to Hamilton Collection for this ill-conceived cause-related marketing promotion.

Comments

Anonymous said…
» International Trial Of Novel Breast Cancer Drug
14/12/06 07:03 from Breast cancer blog from medicineworld.org
-------------------------------------------------------------
A clinical trial of a new targeted breast cancer drug, led by
physicians at Massachusetts General Hospital (MGH) Cancer
Center, has begun enrolling patients. The TEACH (Tykerb
Evaluation After CHemotherapy) trial will investigate ...


For useful content on breast cancer cure, prevent breast cancer and screening for breast health: check
the url is http://breast-cancer1.com

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …