Trends in Cause Marketing: Second Half of Interview with Laura Marriott

If 2-D barcodes represent a kind of bridge between the digital and world of print, what does that bridge actually look like? In this is the second half of my interview with NeoMedia Technologies acting CEO Laura Marriott, gets down to the nitty-gritty of how causes are using 2-D barcodes, and what they ought to consider doing in the future. (Read the first half of the interview here).

Describe how causes or their sponsors are currently using 2-D barcodes in marketing, promotions, PR, or fundraising?

Two examples for how causes are using mobile barcodes is outlined below:

Ed Randall’s Bat for the Cure, a non-profit organization dedicated to raising awareness about prostate cancer and supported by a partnership of mobile companies, launched the One Too Many: One Million Voices Against Prostate Cancer mobile campaign in June 2010, using both an SMS shortcode and 2D barcode to enable men and their families everywhere to quickly and easily sign up to a petition in favor of policy changes being sent to Washington D.C.

The animal campaigner Wild Art Believes is also using 2D barcodes to good effect in its marketing campaigns and online, using barcodes to point consumers towards important information and raise awareness of the ways in which atrocities are being committed against wild animals around the world.

Given your position at the cusp of 2-D barcodes, what are some ways that causes or their sponsors could use 2-D barcodes, but that you haven't seen yet?

Perhaps the easiest means for causes to use 2D barcodes is to simply enhance their existing call to action, whether for fundraising or interaction with the cause, to enable dialogue with the cause. For example, in addition to URL and call center address, include a 2D barcode, to more easily direct the consumer to interact with the cause. After the first couple of campaigns, consumers will come to understand what the code is and how to activate, and then the other traditional call to actions can be reduced or even, removed. Innovation in barcodes is happening but this is more on the creative integration in how they are used in traditional and digital media.

What are some trends in how causes and their sponsors use 2-D barcodes in their marketing?

The key trends for the use of 2D barcodes by causes at the moment are awareness, support and donation – providing consumers with a quick and easy way to access more information regarding a charity’s aims and work and they go on to pledge their support, whether that be financial or moral.

Causes always have to be thinking of costs and expense. What's involved in generating and publishing (if that's the right word) the 2-D barcodes?

2D barcode providers generally price on a CPC or a per code basis but pricing varies greatly depending on the use case, duration, etc and vendors will work with their customers to develop a business model which works for all parties.

Where does a cause or their sponsor find someone with the sophistication to utilize 2-D barcodes?

Although putting a mobile barcode campaign together is relatively straightforward, selecting the right vendor to help guide you, share their expertise and supply the appropriate technology is an important step to successful implementation. Before selecting your vendor, make a list of your needs so that you can better understand what elements you want to evaluate in your partner. Requirements may include type of code, desired interaction, reader, geography and reporting requirements. The partner may provide mobile barcode reader applications, barcode creation, resolution, management and data reporting, while ensuring appropriate geographic coverage and high-quality user experiences. Take the time to select the partner that is right for you. Industry associations such as the GS1 and CTIA can offer good advice on finding the right vendor for your company.

Batting Your Eyelashes at Prescription Drug Cause Marketing

I’m a little chary about making sweeping pronouncements, but I believe I've just seen the first cause marketing promotion in the U.S. involving a prescription drug. The drug is from Allergan and it’s called Latisse , “the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes.” The medical name for this condition is hypotrichosis. Latisse is lifestyle drug the way Viagra or Propecia are. That is, no one’s going to die (except, perhaps, of embarrassment) if their erectile dysfunction or male pattern baldness or thin eyelashes go untreated. Which means the positioning for a product like Latisse is a little tricky. Allergan could have gone with the sexy route as with Viagra or Cialis and showed lovely women batting their new longer, thicker, darker eyelashes. But I’ll bet that approach didn’t test well with women. (I’m reminded of a joke about the Cialis ads from a comedian whose name I can’t recall. He said, “Hey if my erection lasts longer than ...

Cause Marketing: The All Packaging Edition

One way to activate a cause marketing campaign when the sponsor sells a physical product is on the packaging. I started my career in cause marketing on the charity side and I can tell you that back in the day we were thrilled to get a logo on pack of a consumer packaged good (CPG) or even just a mention. Since then, there’s been a welcome evolution of what sponsors are willing and able to do with their packaging in order to activate their cause sponsorships. That said, even today some sponsors don’t seem to have gotten the memo that when it comes to explaining your cause campaign, more really is more, even on something as small as a can or bottle. The savviest sponsors realize that their only guaranteed means of reaching actual customers with a cause marketing message is by putting it on packaging. And the reach and frequency of the media on packaging for certain high-volume CPG items is almost certainly greater than radio, print or outdoor advertising, and, in many cases, TV. More to ...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

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