Smart Cause Marketing from a Leading MMA Company

Torque MMA, a supplier of apparel and mats to the mixed martial arts community, has developed a three-part cause marketing promotion that may be exactly what the doctor ordered for cause marketers everywhere.

In the past, I’ve been critical of cause marketing efforts that front-load all their promotional efforts. In May 2012 I wrote about a cause marketing promotion benefiting The Prostate Cancer Charity from UK retailer Marks & Spencer and which sold underwear endorsed by prominent UK sportsmen. Later, as the cause cooled and the merchandise grew stale, Marks & Spencer begin to discount the underwear in stores and online.

Here’s what I wrote:

In a case like this where there’s a celebrity component, here’s a thought; hold back some of the promotion for later. Promotions… cause marketing and otherwise… tend to be front-loaded and rightfully so. You have to develop the momentum to see you through the promotion and the best way to do that is to go as big as you can right from the get-go.

But the celebrity aspect of this promotion affords Marks & Spencer and The Prostate Cancer Charity an extra arrow in the promotional quiver. Imagine offering up some bragging right to the celebrity whose underwear line sells out first. A press release. A billboard campaign. Facebook bragging rights. Whatever. Then get creative with any of the celebrities whose competitive pride won’t let them finish sixth.

Imagine, for instance, if right before Marks & Spencer was prepared to start discounting, the ‘Fun Bus’ Jason Leonard, started autographing the boxes of his line of Kelly green-colored underwear. Maybe he signs 200 boxes. I’ve watched American baseball players sign 200 baseballs plus another 200 baseball cards in one sitting. So signing 200 underwear boxes wouldn’t be terribly onerous. But instead of offering them first-come, first-served they go randomly to anybody who has paid the full £15.

Or maybe Jamie Redknapp, who along with his wife Louise represent a kind of beer-budget version of David and Victoria (Posh Spice) Beckham, could be part of some kind sweepstakes for a personal appearance. Again, this element of the promotion would only be triggered when Marks & Spencer’s usual metrics told them to start discounting.

Torque MMA’s promotion is in concert with Orange County Chopper, of cable-TV fame, and the cause Operation Gratitude, which sends ‘care’ packages to American military servicemen and women stationed overseas. Here’s how it works.

In 2012 Operation Gratitude will ship its 800,000th care package overseas. On June 15, 2012 and American general was at the Operation Gratitude assembly line in Van Nuys, California for the 800,000th package. Inside that package they put a letter and a set of keys to a custom chopper being created by Orange County Chopper. Since Torque is funding the chopper, I suspect some of their branding will be included on it. (At left is a motorcycle that OCC did for Intel).

That package will go overseas in time for Christmas 2012. At which point some lucky serviceman or woman will open up their Operation Gratitude package and out will fall a set of keys that fit a custom Orange County Chopper.

The promotion, therefore, gives Torque at least three separate and legitimate opportunities to tell its story:

At the launch when the keys are put into the package

On the American Choppers series which airs on the Discovery Channel

When the serviceman or women is awarded their chopper

Smart. Smart. Smart.

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…

Batting Your Eyelashes at Prescription Drug Cause Marketing

I’m a little chary about making sweeping pronouncements, but I believe I've just seen the first cause marketing promotion in the U.S. involving a prescription drug.

The drug is from Allergan and it’s called Latisse, “the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes.” The medical name for this condition is hypotrichosis.

Latisse is lifestyle drug the way Viagra or Propecia are. That is, no one’s going to die (except, perhaps, of embarrassment) if their erectile dysfunction or male pattern baldness or thin eyelashes go untreated.

Which means the positioning for a product like Latisse is a little tricky. Allergan could have gone with the sexy route as with Viagra or Cialis and showed lovely women batting their new longer, thicker, darker eyelashes. But I’ll bet that approach didn’t test well with women.

(I’m reminded of a joke about the Cialis ads from a comedian whose name I can’t recall. He said, “Hey if my erection lasts longer than 3 hours…

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…

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