Skip to main content

Cheap Tricks II: Getting Your Cause Marketing Campaign Noticed in a Crowded Market

Kick Up Your Heels

Last Tuesday’s post talked about showmanship in cause-related marketing.

These days a lot of causes and their sponsors are doing very similar campaigns. Rather like Gene Kelly and Van Johnson doing the same dance steps in their fine film Brigadoon.

So how do you stand out?

As I wrote, Gene Kelly hemmed his trouser cuffs high enough so that you couldn’t miss his socks. Mark Twain and Winston Churchill dutifully prepared and polished their speeches and scripted their public appearances until they sparkled. In a debate once William F. Buckley upstaged the economics giant John Galbraith by hijacking the stage curtain and swaying with puckish nonchalance.

I hope I haven’t misrepresented this. By showmanship I don’t mean “cutting through the clutter,” per se. We all are bombarded by hundreds, perhaps thousands, of commercial messages a day. That’s clutter. One of the appeals of cause-related marketing is that by itself it can help cut through the clutter.

Instead, what I want to highlight are three media choices that can help your cause-related marketing campaign ‘flash a little red sock’ while everyone else contents themselves to show you their plain old pant leg.

For a ‘sale’ (whatever that means to you) to take place a customer typically moves from awareness of your product/service along a continuum to interest, then to desire, commitment and finally action.

For the sake of ease let’s just say that there are six basic tactical media choices available to marketers:
  1. Mass media (in its many varieties)

  2. Public relations

  3. Direct mail

  4. Internet

  5. Events

  6. Personal communications.

Depending on the campaign, the audience and the budget, all may have a role to play. But the most efficient media are those that can move the sales process from interest to action in one fell swoop. While there are always exceptions, mass media can’t do that. Neither can public relations or direct mail.

But certainly the Internet can. So too can events and personal communications.

As you plan your cause-related marketing campaigns work to make the most of these three media.

Do it right, with showmanship, professionalism and panache, and like Gene Kelly it will be your campaign people notice, no matter who else is also dancing.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

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…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…