Skip to main content

IT Professionals: Would This Consumer Cause Marketing Ad Influence Your Buying Decisions?

Can you effectively advertise a consumer cause marketing campaign in a B2B publication? That’s the rhetorical question I had when I saw this ad in the September 29, 2010 of Information Week magazine.

B2B cause marketing can work. But this isn’t a B2B cause marketing promotion. Instead it’s basically the same consumer-driven transactional cause marketing campaign that Samsung has be doing through its Four Seasons of Hope, which has generated more than $20 million in charitable donations since its founding n 2002.

When you buy Samsung electronics at one of the regional retailers listed at the bottom of the ad, Samsung will donate a portion of the sales proceeds to the Dan Marino Foundation, which “provides integrated treatment programs, outreach services and research of chronic illnesses and developmental disabilities in children.”

It probably goes without saying that it's highly unusual to see business to consumer cause marketing advertised in a B2B publication.

So what’s Samsung doing advertising this in Information Week, whose mission is “to help CIOs and IT executives define and frame their business technology objectives.”

Maybe the agency that places Samsung’s advertising thinks that IT executives are more likely to participate in the promotion. Maybe they got the ad for free or for a bargain-basement price. Maybe Dan Marino’s green eyes and easy smile are so hypnotic that even IT guys can’t resist Samsung’s offer.

I’m anxious to hear your ideas. The funniest one gets a free subscription to Information Week magazine, my treat.


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 and 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. …