Cause Marketing

Borders appears headed for bankruptcy. Blockbuster filed for bankruptcy protection back in September 2010. Circuit City is gone. Ultimate Electronics is about to fade into the dust heap of failed electronics retailers. And I’m having a hard time finding any current signs of life of the hot jeans brand PRVCY Premium , whose distinctive back-pocket stitching adorned the patooshkas of starlets like Selena Gomez, Taylor Swift, Paris Hilton, Christina Applegate, Jennifer Lopez, Miley Cyrus, and Jessica Alba. PRVCY was founded by Carolyn Jones in 2002. Blockbuster did some great cause marketing back in the day with Children’s Miracle Network . Borders still touts its community giving programs, with a special emphasis on literacy causes . I posted in this space on one of Circuit City's cause marketing efforts. I'll bet Ultimate Electronics had active community outreach programs as well. Here’s what PRVCY Premium’s website says about its purpose . “The company was founded with a n...

I had dinner with some self-described geeks the other night, two of whom are planning a local business conference on the business benefits of blogging. They’ve already lined up speakers and sponsors and are finalizing the arrangements for details like the room and the flyer and other promotional vehicles. In short, there’s still time to add a cause-related marketing ‘overlay’ to the event. Here then is an open letter to Jason Alba (Jessica’s cousin!) and Matthew Reinhold (who may be, for all I know, Judge Reinhold's cousin). Hi Guys: Thanks for the chance to jaw with you at geek dinner Thursday night. I felt like I got more than I contributed. But my specialty…cause-related marketing… is slightly esoteric even though it represents about 10 percent of the $13 billion sponsorship market. What is cause-related marketing? Just imagine the lid on a cup of Yoplait yogurt or the box top on a product from General Mills. When you clip that box top and send it in, a dime goes to local school...