Skip to main content

Buy One, Give One Cause Marketing for Services

I’ve highlighted numerous products that utilize Buy One Give One; shoes, baby blankets, fruit snacks, watches, neckties, fragrances, wine, and eyeglasses, to name a few. I’ve certainly seen services that use cause marketing; including law firms, hotel chains and vacation companies. Now a video production company in Belgium is using BOGO to cause market their service.

For each travel video Timbooktwo produces, the company will make a video for a charity.

Here’s how it works; when the company is in a region of the world shooting for a paying client, they will contact a charity in the region and shoot for a day. The company says: “In our experience, most charity projects fit into this time frame.”

In that way, what Timbooktwo is doing is similar to companies that pay employees for certain volunteer work.

But, of course, that analogy is incomplete since the shooting of a video is only the start. At the very least it requires many more hours of both pre and post-production time.

I should also point out that the paying client can’t choose the charity that Timbooktwo (fun name, BTW) creates the video for, although they say they’re open to suggestions.

I spent part of my early career writing, producing and selling corporate video, which was very expensive in those days. There were crews to pay, expensive cameras and editing equipment, and you’d have to futz around with the lighting and sound.

I feel like such an old guy for pointing this out, but Timbooktwo’s promotion is enabled by digital technology. Back in the old days there were consumables when you shot video. You’d shoot on Betamax or ¾” tape and then have, usually, no less than two editing cycles.

Nowadays because you can shoot, edit and distribute digitally, you squeeze out a lot of those old costs.

Never mind that you can get a very high-quality image even in bad and low light with low-cost equipment. It’s all very disruptive. Very Joseph Schumpetery. It’s like a redo of desktop publishing revolution again. Only with a slamming audio track!

What does it mean at a bottom-line level?

It means you could shoot a video with an $800 DSLR, edit it on a $2,000 computer with $500 worth of software and put the results on TV.

Doubters sometimes portray cause marketing as the last refuge of scoundrel companies trying to preserve pricing power by linking up with a respected cause.

But this effort from Timbooktwo makes it clear that cause marketing can also better enable disruptors to better play their role in the circle that is creative destruction.

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…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…