Skip to main content

Using 'Counters' to Your Advantage in Cause Marketing

The National Debt Clock on Sixth Avenue in Manhattan continuously updates, highlighting the amount of debt the American people are encumbered with. Hospital emergency rooms in my market and across the country are currently running wait time counters on billboards. AMD ran a counter on its electronic sign in Times Square in New York City that purported to show how much time is wasted by ‘slow’ Intel chips compared to ‘fast’ AMD chips.

And, on the back page at the bottom of its weekly flyers, the big box pet retailer Petsmart runs a counter that shows how many lives Petsmart Charities have saved.

Counters or clocks can be a powerful marketing concept.

Trouble is, the figures from Petsmart Charities don’t seem to change very often.

Here are two weekly Petsmart flyers in my market, separated by three weeks, that show the same number of lives saved, 4,122,832.

How to account for the sameness of the number?

It could be, of course, that Petsmart Charities’ efforts did not result in any more lives saved in the succeeding days. But I doubt that.

I have no idea how Petsmart Charities determines the number of lives saved. But unless no more lives have been saved, I’m quite sure that it’s bad marketing to keep showing the same figure three weeks apart.

Before he died he founder of the National Debt Clock, real estate developer Seymour Durst, used to check with official US Treasury figures before doing updates to the clock via modem. In short, he had a quantifiable and sustainable way of ensuring the clock was accurate.

It appears that Petsmart Charities is either missing a similar process or that the challenges of getting an accurate count into all the newspapers has proved too daunting. But, of course, Petsmart itself has no problem getting new flyers to newspapers across the company’s service area every week.

I’m not here to give Petsmart Charities grief. But their lives saved counter only has power if it's accurate and timely and updated weekly.

Comments

Unknown said…
Petsmart don't seem reliable to me either. That is why I switched buying dog food from another store called Free Hand. Along with selling you a bag of Dog food with one hand, they give a same size dog food bag to the rescue dogs with the other hand. The buyers have option to choose from their area, the group of the rescue dogs that will be benefited from the transaction. Check here: Dog food

Popular posts from this blog

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

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...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...