Skip to main content

Cause Marketing at Retail With Cash Register Tape

Imagine every time someone buys one of your paper icons at retail that the printed receipt spits out a bounce-back coupon for a sponsor.

That idea occurred to me when I was at the grocery store the other day. I got both a custom-printed coupon and a coupon for a free smoothie with purchase at McDonalds.

I did a little research and found that there are basically two players in the grocery store receipt market with two different approaches. Both claim high levels of penetration in the largest markets. But either would work for the retail promotion I have in mind.

Catalina Marketing offers stores little printers… separate from the cash register printers… that spit out a coupon, oftentimes for a product that competes with the one you just bought. So if you bought a can of Campbell's soup you might get a coupon for a can of Progresso soup.

Register Tape Network preprints the back of paper cash register tape with ads or coupons for chiropractors, fast food, hair salons, and the like that are then distributed to grocery stores.

Either option could certainly be used to drive awareness for your cause or cause marketing campaign.

But imagine instead if the promotion were keyed to a paper icon campaign. When the icon gets scanned the Catalina prints up coupons for the cause’s packaged goods sponsors, for instance. Smart charities would ask the sponsors to underwrite the effort.

The Catalina printer could even print out a 75-word story and picture (give or take) about the cause. Heck, national charities could even program it such that the story that comes out has a local angle.

Register Tape Network would be a little less techy, but still versatile. You could do almost everything with RTN that you could do with Catalina, except customize the offer.

Contact me if you want to try this. I’ve got a few more ideas about how to make cause marketing with cash register tape work.

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…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…

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…