Cause Marketing

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...