Skip to main content

Business to Business Cause Marketing from AmpliVox

Most cause marketing faces the consumer. You can imagine why. The lady who buys, say, printer paper where you work almost certainly is under the obligation to find the best price she can. A pink ribbon on a box of paper almost certainly is unmoving to corporate purchasing types if it also carries a premium price or if it doesn’t meet spec.

But business to business cause marketing does take place, even if it’s not common. This is my 890th post, and in nearly six years I’ve mentioned business to business cause marketing less than a dozen times.  

Add one more.

AmpliVox, an Illinois company which makes and sells portable sound systems and lecterns, does a form of non-transactional cause marketing to benefit the fights against both breast cancer and prostate cancer.

Not surprisingly perhaps, this came about when the human element was reintroduced to the B2B equation; AmpliVox’s owner, Don Roth, was diagnosed with prostate cancer in 2008. Listen for Roth’s part of the story when you watch the video on the left.

Shortly after his diagnosis Roth and his team developed two new versions of its polyurethane Pinnacle lectern, one in pink for breast cancer awareness and one in blue for prostate cancer awareness. AmpliVox donates the appropriately-colored podiums… which have handles and casters for easy moving… to every prostate or breast cancer group or event. AmpliVox covers all costs including shipping. The donation is for the lectern only. Any added microphones, amps, speakers or graphics would be an additional cost to the organization.

Roth says why AmpliVox did this, but is there also a business case to be made for this donation? I think there is.

First of all, we can safely assume that AmpliVox has driven out all the costs it can from making and shipping its pink and blue podiums. But even if it’s cheap for AmpliVox to produce, it isn’t no cost.

The main reason, it seems to me is that it gives AmpliVox a way to distinguish itself from competitors. And, it gives the company and its employees an ongoing story to tell... I learned about AmpliVox’s pink podiums at the bottom of a press release in the “About AmpliVox” paragraph at the bottom of the release. The release was about an unrelated product.

If these seem like small advantages remember that Big Ass Fans, the company that makes super-sized ceiling fans mainly for industrial use, was doing just fine, but no better than that under its original name, HVLS Fan Company. The name change brought Big Ass Fans out of obscurity. (With its evocative name and donkey mascot, Big Ass Fans is now also an active merchandiser of its brand. Profits from its ‘gear’ store benefit Habitat for Humanity, local food banks in Lexington, Kentucky, veteran’s organizations and the Longhopes Donkey Shelter).

Providing pink and blue podiums gratis could certainly do the same for AmpliVox.

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…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…