In its very earliest days, Apple Computer donated a lot of computer equipment and software to American schools. I can’t remember Steve Jobs or anyone else from Apple talking about why they did it. But I’ve long suspected that Apple wanted to be not only the computer of choice for schools, but schoolchildren. Because schoolchildren grow up to have mortgages and disposable income, and they want to buy electronics and computers from a familiar name.
In the case of one of my nephews, now an engineer, that’s exactly how it played out. He’s the family geek and an Apple aficionado and loyalist. As a result of his advocacy, so too is the rest of his family.
And so I wonder about this in-kind cause marketing effort from Bail Hotline Bail Bonds.
Tomorrow, on Friday, Sept. 14, 2012, employees from the company will stand outside elementary schools in San Bernardino and three other California cities and give away 1,000 backpacks to students as they get out of school.
This will be the third year that Bail Hotline Bail Bonds has done the backpack giveaway. The video above is from the 2011 giveaway, which included a hot dog roast. Bail Hotline Bail Bonds has more than 20 offices across the Golden State.
So is Bail Hotline Bail Bonds pulling an Apple here? Are they giving away free backpacks to future customers and their families?
If that's the thinking then this is in exceptionally poor taste.
The only thing that keeps me from blowing raspberries here is that the backpacks do not seem to have Bail Hotline Bail Bonds logo and 800-phone number on them. It could certainly be the case that Bail Hotline Bail Bonds' motivations and intentions are pure.
I hope that's the case.
Labels: Apple, Bad Cause Marketing, in kind cause marketing, In kind charitable donations, schools