Subscribe to the Cause Marketing GoogleGroup, Get a Cool Cause Marketing Tool

Kind Readers:

I’ve heard from a handful of people over the last few days about whether or not the Cause Marketing Blog has a newsgroup. Good news, it does!

It’s super-easy to subscribe. Simply send me your name and your email address to aldenkeene at gmail dot com.

And when you do each new post comes directly to your email every business day. As an inducement I’ll also send you a PDF copy of the "Five Flavors of Cause Marketing" which explains Cause-Related Marketing in an easy-to-follow matrix and includes examples.

It's a great brainstorming tool and helps ensure that your campaign has all the components appropriate for that flavor of Cause Marketing.

Your privacy is important to me, so be assured that I will never sell your name or email address.

One other bit of housekeeping: Some idiot… whose reflection looks a lot like me… accidentally deleted the last 25 comments made on the Cause Marketing blog. They’re totally unrecoverable and lost to the ether.

The buck stops here, so my apologies. But rest assured that the brain-dead fool who lost them will be drawn and quartered and then fired and then run over by tractor-trailer hauling pickled herring.

At any rate, if you’ve made a comment in the last little while…or want to cuss me out as an incompetent…I invite you do so now. Anyone that does in the month of August, will also receive the "Five Flavors of Cause Marketing.”

Warm regards,

Paul
Aldenkeene at gmail dot com

Comments

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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