Skip to main content

A Model Cause Marketing Tactic You Could Use in Your Campaign

Nine West, the women’s shoe maker and Modelinia.com, the website for all things model, want you to sponsor one of the models in the ad at the left to benefit Fashion Targets Breast Cancer (FTBC) as a part of the cause promotion called Runway Relief.

In their Nine West boots are FitBit wireless pedometers measuring the mileage the girls cover during Fashion Week. When the week is up, Nine West will donate $1 for each mile walked in the boots up to $75,000.

In addition Nine West is also selling the totes, the tank tops and, naturellement, the boots featured in the ad to benefit FTBC.

It took me a good 15 minutes to find the model sponsorship page and once I found it the interface seemed calculated to keep you from actually participating. You have follow one link to a gallery of the participating models. When you click on a favorite model you are then taken to a third-party site to donate. Once there you must type in the model’s first and last name and pay via PayPal. I hope everyone with a mind to donate is as diligent as I was.

But never mind all that. What Nine West has done here is pure cause marketing genius. The models know the pedometers are there, of course, so they’re more likely to wear the boots when they're off the runway during the all-important Fashion Week. Boots are normally rather anonymous, so these from Nine West have a metal tag that dangles from them that explains that they are part of Runway Relief. And, of course, there's that huge target symbol on them.

I think some variation on this would work great with local-market celebrities. Habitat for Humanity could attach a pedometer to the arm of a local pro sports player who is being sponsored for each swing of the hammer or swipe of the paint brush. Charities with walk or race events could put pedometers on the TV news anchors who race... or don't... and sell sponsorships. Same with morning zoo jocks from the local radio station. You could pit station against station in a contest to see who accumulates the most steps or miles.

I’d also add in some kind of element that let people who donated the most do some kind of meet and greet with the celebrity. And, I’d consider publishing the results for each local participating celebrity. It’s risky, but I think it would pay off.

Would the celebrities walk harder or longer knowing that their every step or every brush stroke generates a donation?

I’d bet on it.

Comments

Popular posts from this blog

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…

Pimping for Constant Contact

OK, not pimping really. More like a gentle noodge to nonprofits and the companies that love them that it’s time to start email marketing.

I was invited to a local presentation on email marketing from Constant Contact, the Waltham, Massachusetts email marketing outfit whose target market is small businesses and nonprofits.

They offer a cause-related marketing campaign called Care4Kids meant to benefit children’s causes. Constant Contact customers are invited to nominate worthy 501(c)(3) children’s charities to receive a free account along with the training to create an effective email campaign.

Non children’s charities are probably still eligible for charity discounts. If you’re outside the United States you might be able to induce Constant Contact to consider your cause. Alternately, you could suggest a similar program to email marketing vendors in your home country.

It goes without saying… I hope… that every nonprofit needs an email marketing component. Email marketing is a good deal lik…

An Interview with Cause-Related Marketing Pioneer Jerry Welsh

Jerry Welsh is the closest thing cause marketing has to a father.
In 1983 after a number of regional cause-related marketing efforts, Welsh, who was then executive vice president of worldwide marketing and communications at American Express looked out his window in lower Manhattan at the Statue of Liberty. The Statue was then undergoing a major refurnishing, and in a flash Welsh determined to undertake the first modern national cause marketing campaign.
I say modern because almost 100 years before in January 1885, the Statue of Liberty was sitting around in crates in New York warehouses because the organization building the pedestal ran out of money. And so Joseph Pulitzer, the publisher of the newspaper called The World, proposed a very grassroots solution reminiscent in its own way to Welsh’s cause-related marketing.
Pulitzer ran an editorial promising he would print the name of everyone who donated even a penny. Sure enough pennies, along with dimes and nickels, quarters and dollars, …