Skip to main content

Size Matters in Cause Marketing

Maybe it’s the old school Barry White I’m listening to as I write this, but size matters in cause marketing. (And don’t go there all you with dirty minds. I mean only that Barry was a sizable man and thereby able to attain certain vocal dynamics in the bass range that men of lesser stature could not).

I was reminded of this when I saw this ad for Outdoor Research in Outdoor USA Magazine, a trade publication that I picked up at the Winter 2011 Outdoor Retailers trade show.

Outdoor USA Magazine is tabloid sized and printed on matte paper. This ad for Outdoor Research, a 27-year-old outdoor gear company, is roughly 10.25” x 15.85. Down there in the bottom third of ad, beneath the fold, past the body copy Outdoor Research declares its solidarity for its nonprofit partner, Leave No Trace Center for Outdoor Ethics, whose logo is reproduced approximately .57” x .48”.

To put it another way, Outdoor Research’s ad is about 162 square inches. Of that space, Outdoor Research trumpets Leave No Trace with approximately 2.7 square inches, or a little more than 1.6% of the space in the ad.

But is ad space any kind of measure of a sponsor’s commitment to a cause? After all, Outdoor Research has been a sponsor of Leave No Trace for more than 10 years and is currently listed as one of LNT’s ‘Special Project Partners.’

As a matter of fact logo size in an ad is a good, if imperfect, gauge of the depth of Outdoor Research’s dedication to the cause. The Leave No Trace Outdoor Research deal probably got done by vice presidents or above. But the terms of the deal are implemented by directors and below.

In other words, if the relationship hasn’t really penetrated Outdoor Research’s culture, then the directors are left to execute the terms of the agreement as they see fit. Sans any kind of specific direction or any particular passion for the cause, the directors do what makes sense to them.

In this ad, Outdoor Research left almost no trace of its sponsorship of the Center for Outdoor Ethics.

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…