Cause Marketing

A Business to Business Cause-Related Marketing Campaign that Brings Money & ROI... Part II Cause-related marketing isn't always about the consumer audience. Just as there are businesses that sell goods and services to other businesses (B2B), it is possible... though not always easy... to put together cause marketing campaigns where the cause transaction occurs between businesses (B2B Cause-Related Marketing©). The smartly-branded Memphis-based St. Jude Children's Research Hospital, has just such a B2B Cause-Related Marketing campaign going on right now with the BG Corporate Challenge . And unlike the countless walk-a-thons, bike-a-thons, eclair- eat-a-thons , etc., this one offers corporate participants real ROI. Read the second half of my interview with Holly Thompson... the Liaison-Sports Marketing & Sponsor Development, and the person in charge of the BG US Challenge at St Jude... to see how. As a reminder, what follows are paraphrased answers from Holly, NOT actua...

A Business to Business Cause-Related Marketing Campaign that Brings Money & ROI... Part I I’ve written before about what we at Alden Keene & Associates call B2B Cause-Related Marketing ©. That is, cause marketing that takes place between businesses rather than between business and consumers. B2B Cause-Related Marketing can be more challenging because of the issue of money. It’s relatively easy for a cause marketer to put together a CRM campaign with a physical good that’s sold to a consumer. But where does the money come from in when the CRM exchange takes place between two businesses? Memphis-based St. Jude Children’s Research Hospital is currently running a dynamite B2B Cause-Related Marketing campaign that turns the standard walk-a-thon on its ear. And it does so while building corporate teams and affinity between corporate America and St. Jude. It’s called the BG US Challenge . You may have seen the ad above for the Challenge in Fortune magazine. I spoke last week with Holl...