Skip to main content

The First Country Band of Cause Marketing?

U2 gets my vote as the best cause marketers in rock and roll based on their efforts on behalf of [RED] and Bono’s own cause-marketed clothing line called ‘Edun.’

But which country act earns honors as the best country music cause marketers?

If you twisted my arm today I’d say the Zac Brown Band.

Marketing bands and their music these days is a whole lot different than it was when the labels did all the promotions (and took the lion's share of the revenue). File sharing changed all that.

When anyone can find your music for free on the file sharing websites, you can't rely on download sales alone for all your revenue. The resulting lower profit margins for the labels demands that bands assume greater responsibility for their own promotion. For the very smartest bands these new revenue models can actually be more lucrative.

The Zac Brown Band, a country music act, uses cause marketing as a part of its promotional mix.

Regular readers will remember that back in July 2010 Dodge sponsored a cause marketing effort that featured the Zac Brown Band in a promotion called ‘Letters for Lyrics.”

Here’s what I wrote then:
Write a letter to a soldier, take it to your local Dodge Ram dealer and you get the CD 'Breaking Southern Ground.' The campaign’s stated goal is to give away 1 million CDs. A download from the album is available from the Ram Trucks website.
In July 2011 the band announced a deal with outdoor retailer Gander Mountain that benefits the charity Soles4Souls, which provides shoes to children worldwide. When you buy a co-branded Zac Brown Band-Soles4Souls baseball cap at GanderMountain.com, proceeds go to the charity.

Reviewers on Gander Mountain are uniformly positive. Says one called ‘mydogpete:’ “Great looking hat that helps to support a good cause. Love listening to Zac Brown Band, too, so this makes me feel a little closer to the band.”

Is the Zac Brown Band the best cause marketers in country music? Nominate your favorite in the comments below.

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…

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…

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…