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Among them was a show-only effort from Columbia Sportswear, meant to promote a line of outerwear and boots called Omni-Heat Electric, along with other offerings from Columbia.
Three times a day on Thursday, Jan 20 and Friday, Jan 21, Columbia held a fashion show featuring Omni-Heat Electric and other offerings. When you Tweet out pictures from the fashion show with the hash tag orshowCA#, Columbia will make a $5 donation to the nonprofit Conservation Alliance.
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I spoke to Jinn Brunk, a member of Columbia’s corporate responsibility team, and she said that they may follow up with all Tweeters with a message like, “we thought you’d like to know that we made a donation of (say) $6,755 to Conservation Alliance. Thanks for your help!”
The least communicated message in cause marketing is “here’s what happened,’ so that’s a smart approach. Because the promotion is Twitter-based, it’s super easy to follow up. The only challenge will be striking a balance between responsibly following-up and going too far.
Like any trade show, a good portion of what goes on at the Outdoor Retailer show is business intelligence. That is, people want to see and appraise what their competitors are doing.
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Imagine then some kind of mechanism such that when retailers have their Tweets about the event re-Tweeted that Columbia makes an additional $1 donation per re-Tweet, up to the proscribed maximum donation.
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