If you’re the sponsor of a cause marketing campaign, you’re in the green room, you’re in a makeup chair and you’re sitting pretty. Here’s what I mean. When I was writing the Children’s Miracle Network (CMN) Telethon a representative from one of CMN’s largest sponsors used to avail herself of the same makeup services provided for celebrity hosts and guests. Strictly speaking this was verboten. While she appeared on air during sponsor segments, CMN had a separate makeup area for sponsors. She had some thin excuse why she couldn’t use the regular makeup services… skin allergies or something. At any rate, everyone from CMN in a position to raise the issue with her chose to just let it go. She had a volcanic temper and if she took up a little face time with an honest-to-pete Hollywood makeup artist, what did it really matter? It’s not so different when it comes to evaluating the success of a cause marketing campaign. While the cause and agency in a cause marketing campaign should have their...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.