Skip to main content

OluKai Cause Markets For Local Cause at Outdoor Retailer Show

Trade shows are a natural for cause marketing because there are so many like-minded people under one roof. For instance, at the Outdoor retailer show that took place last week in my small State of Utah, the show was right around the 30th largest city in the State!

I almost always suggest to clients that if they’re going to do cause marketing at a trade show that they consider doing it on behalf of cause in the city where the show is being held. In so doing they have the chance to leave legacy that can long outlast the show.

OluKai, a footwear company, has real bon fides when it comes to cause marketing, corporate philanthropy and corporate social responsibility. Every year the company sends employees and others to Hawaii to help the nonprofit Maui Cultural Lands reforest the island and stabilize archeological sites.

But during the run of the show, OluKai held a pro sales event every day at 5pm and sent the proceeds to the Utah Museum of Fine Arts. Pro sales means that it targets the people at the trade show rather than consumers.

Listen now as Kellen Trachy explains what the OluKai brand is about, why supporting Hawaiian nonprofits is important to that brand, and why their pro-sales benefited a Utah cause.

Lastly, my apologies to Kellen for slaughtering the pronunciation of his last name. Kellen’s name is correctly pronounced like ‘Tracy.’

Comments

Popular posts from this blog

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…

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…

Cell Phone Fundraising

There you are walking down Lake Shore Drive past the rising Chicago Spire building eating a Chicago Red Hot, when you’re struck by a billboard with a message from, say, MercyCorps, asking for help providing relief to the cyclone-battered people in Myanmar’s Irrawaddy delta. But the sign doesn’t feature a website URL, a toll-free telephone number or even an address to send a check. Instead the sign tells you to text the word ‘Give’ to a number using your cell phone and a $5 donation will be made.

To the Japanese or Europeans that scenario probably sounds not so much futuristic as so 2006.

But it’s new in the United States, made possible by lower fees from the cell phone carriers. If analysts are correct, cell phone fundraising may be a prominent future fundraising channel for charities with a clear mission, strong brand recognition and the ability to effectively get their message to their audience.

What’s the potential upside of this mobile phone fundraising in the United States?

“$100 mil…