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 stor...
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