The Cause Marketing Script

Current theory from Professor Ronald K. Mitchell at Texas Tech suggests that the people most likely to be a success at entrepreneurship are those who understand that there is an ‘entrepreneurship script.’

I contend that there is also a script in cause marketing.

In entrepreneurship the script, says Mitchell (who like Bob McDonald, the CEO of Procter & Gamble, and yours truly is an alumnus of the University of Utah) is “commonly recognized sequences of events that permit rapid comprehension of expertise-specific information by experts; mental representations of the causality-connected actions, props, and participants that are involved in common activities.”

I’ve cherry-picked from Professor Mitchell’s paper to come up with a list of attributes that I think characterize the best cause marketers:

They have a great base of domain knowledge of cause marketing

They are predisposed to action

They are deliberate network builders

They recognize changes and know how to exploit them

They have a great deal of cause marketing experience

They possess a schema about the way cause marketing works which comes from extensive experience

They have better and less biased recall of relevant information

They have and effectively use strategic resources

They efficiently translate problems into solutions

They understand how value is built

Agree? Disagree? Please comment below.

Comments

Batting Your Eyelashes at Prescription Drug Cause Marketing

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