Skip to main content

Cause Marketing to Real Men

Can you cause market to real men? Do guys who wear plaid shirts and drive trucks to work respond to garden variety transactional cause marketing?

I know all the cause marketing surveys are scrupulous about including a 50:50 mix of women to men. And there’s no way to get to 88 percent approval ratings unless a good number of the men in the survey are saying that cause marketing works for them, too.

But let’s be honest, there’s no bottle cap campaigns from the beer companies for prostate cancer, even though the numbers of women diagnosed with breast cancer in the United States each year is almost exactly the same as the number of men diagnosed with prostate cancer.

For most of my time in cause marketing I’ve assumed that women are more responsive than men to cause marketing appeals. And the 2010 Cone Cause Evolution Study bears that out, sort of. Cone finds moms much more responsive to cause marketing than the population as a whole. More than the population as a whole, moms are more likely to switch brands, more likely to try a new brand, and more willing to buy a more expensive brand, if those brands are associated with a cause they care about.

Then I came across Bugle, the official organ of the Rocky Mountain Elk Foundation, a wildlife conservation group like Ducks Unlimited.

Guys that hunt elk…and Sarah Palin notwithstanding, hunting is notably more male than female… are a butch bunch. They drive up into the mountains and camp. They don’t shower. They spend plenty of time around the campfire. Their beards get scruffy. They don’t shower. They drink a lot of beer and tell tall stories. They don’t shower. They stalk their prey. They call the elk (called ‘bugling’). They don’t shower. They shoot at the elk with a pretty substantial rifle. And if they hit it they have to field dress the beast and haul it out. A bull elk can weigh more than 700 pounds, so that’s no small feat. Most hunters eat their kill, too.

So I was a little surprised to find not one but two cause marketing campaigns advertised in the most recent issue of Bugle.

The first comes from Budweiser. Budweiser wholesalers raise money for Rocky Mountain Elk Foundation and other conservation groups, which is matched by the National Fish and Wildlife Foundation.

The second is a straightforward transactional cause marketing effort from Weaver Optics. Buy one of their rifle scopes and portion of the proceeds benefits the Rocky Mountain Elk Foundation.

I suspect that to the degree that either effort is successful it’s because the Rocky Mountain Elk Foundation generates a lot of affinity... not so different in it's own way from the affinity that builds between racers and Susan G. Komen during Cure Race for the Cure events. RMEF members actually get out in the field to do the hard work of habitat conservation and remediation, much of which is pick and shovel work.

Even real men love the things they serve. And that affinity is something cause marketers can appeal to.


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. …