Best Buy and Fisher House Early in my career a grizzled old veteran of marketing and communications for nonprofits said in a meeting “it’s all about the T-shirts.” He meant that when it came to marketing and communications campaigns the biggest battles were often over the smallest things, like the T-shirt. Because when it comes to marketing and communications even if few people know the marcom concepts of ‘return of customer investment’ or, ‘share of requirement’ everybody from the CEO to the janitor understands T-shirts. I’m now a grizzled old veteran and I beg to differ. Everybody seems to want input on T-shirts, that’s true enough. But it’s not all about the T-shirt. No, in cause-related marketing campaigns one of the details you should obsess over is the picture… or pictures… that illustrates the cause. Among other talents, these days an effective cause marketer better be a very good photo editor. The classic example is Special Olympics . As soon as you see the kids racing in a po...
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