Cone Inc.’s blog 'Do You Stand for Something?' recently posted on the topic of cause marketing with celebrities. They cited two surveys… one of marketers and the other of consumers… to suggest that cause-related marketing with celebrities is a less than effective tactic. Yet still we see celebrities and causes tying the knot faster than Britney Spears on a weekend bender in Las Vegas. What's up with that? Certainly you have to parse out the surveys a little. Here’s what they wrote on the Cone blog : “New Research out this week surveyed marketers to explore the roles of celebrities in cause-marketing efforts, and the findings indicate that while these spokespeople often help raise awareness of a cause, they are not particularly effective in inspiring people to act. According to (the) survey, the majority of respondents (about 58%) indicate a celeb’s tie to a cause may motivate them to look into the cause, but not necessarily become involved. Cone’s own consumer research foun...
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