9 ways how cause marketing can help you   achieve your marketing objectives.                      Ritvvij Parrikh, Founder...
What we do?We provide businesses with tools and services tohelp differentiate brand, improve customerengagement and increa...
#1 – Steps to cause market                             TracksGiving
Steps to cause marketUnderstand your marketing objective                                      TracksGiving
Steps to cause market     Understand your marketing objectiveUnderstand your brand, offering, target audience             ...
Steps to cause market     Understand your marketing objectiveUnderstand your brand, offering, target audience             ...
Steps to cause market          Understand your marketing objective    Understand your brand, offering, target audience    ...
Steps to cause market              Understand your marketing objective        Understand your brand, offering, target audi...
Steps to cause market              Understand your marketing objective        Understand your brand, offering, target audi...
Steps to cause market              Understand your marketing objective        Understand your brand, offering, target audi...
Steps to cause market              Understand your marketing objective        Understand your brand, offering, target audi...
Steps to cause market         Understand your brand, offering, target audience                        Design a campaign   ...
#2 - 9 ways how cause marketing canhelp you achieve your marketing objectives                                         Trac...
Marketing Problem:  “I am compelled to compete on discounts!”                    - E-commerce siteLive campaign           ...
1. Take the discussion away fromdiscounts            Problem    E-commerce market is driven by discounts            Campai...
Marketing Problem:“Families find it too cheap to sell their baby’s products.  How to convince when money does not matter?”...
2. Invoke compassion to influencewhen money does not matter                       Donate baby products to PreCared and pro...
CARE India uses TracksGiving for its campaign with a bankWill be launched soon                                            ...
3. Differentiate a commoditizedproduct            Problem    Fixed Deposits are a highly commoditized product             ...
Marketing Problem:“I want to make my products to go viral among friends”                  - WYO (T shirt company)         ...
4. Transform customers intobrand ambassadors                              You buy 1 T-shirt and WYO                       ...
Marketing Problem:“My business is facing the classic Intel Inside problem.”     - Organic, fair-trade, cotton farmers asso...
5. Create awareness of hard-to-   market brands         Scan QR and read              Problem   The classic Intel Inside p...
Marketing Problem:“I want to reach a customer when he is hungry and surprise him.”                      - Little Burgers (...
6. Break ice with a smile to   acquire a new customerWho:      Fast Food Chain + Mid day meal programCampaign: Find people...
Marketing Problem:“I want to know what communication devices my customers are using.”                  - Offline electroni...
7. Know thy customer                             Donate Rs. 100/- for every order.TracksGiving will             Campaign  ...
Marketing Problem:“I want know my loyal fans. But I don’t get to see my customers.”                     - Magic in a Bottl...
8. Engage customers you dontmeet                               TracksGiving
Marketing Problem:“I want to my customers to be emotionally attached to the bank”                     - Sunshine bank (moc...
9. Create sense of ownershipthrough Gamification              If Ratan Tata can have his charity Foundation, why can’t I?•...
#3 - What is TracksGiving?                             TracksGiving
What it does?                     Campaign     Order management                   management for Workflow management      ...
Cause marketing AppsElectronic      Bank                            Payroll   Referral    Email       TwitterDonation     ...
#4 -   About us                  TracksGiving
Who are we?                              Full Time TeamVolunteers from Rocket Fuel, KPMG, MIT Media Labs, IIT-Bombay, Asho...
Awards and Recognition            Received investment - 2011            Semifinalists - 2012            Top 350 social ent...
Our friends at ThoughtWorksThe wonderful people at ThoughtWorks gave us a team of 15 for 1 month to                  devel...
Thank you!   Ritvvij Parrikh             info@tracksgiving.com             99879-1-25-26                                  ...
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9 ways how cause marketing can help you achieve your marketing objectives.

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Effective Cause Marketing coupled with technology can help businesses to differentiate brand, improve customer engagement and increase sales through the power of charity.

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9 ways how cause marketing can help you achieve your marketing objectives.

  1. 1. 9 ways how cause marketing can help you achieve your marketing objectives. Ritvvij Parrikh, Founder (TracksGiving) Presented at India Center for CSR on July 27, 2012 TracksGiving
  2. 2. What we do?We provide businesses with tools and services tohelp differentiate brand, improve customerengagement and increase sales through the powerof charity.For non-profits, this generates new funds,increases awareness about their mission andactivates new supporters. TracksGiving
  3. 3. #1 – Steps to cause market TracksGiving
  4. 4. Steps to cause marketUnderstand your marketing objective TracksGiving
  5. 5. Steps to cause market Understand your marketing objectiveUnderstand your brand, offering, target audience TracksGiving
  6. 6. Steps to cause market Understand your marketing objectiveUnderstand your brand, offering, target audience Design a campaign TracksGiving
  7. 7. Steps to cause market Understand your marketing objective Understand your brand, offering, target audience Design a campaignFind a cause that resonates with your brand and customer TracksGiving
  8. 8. Steps to cause market Understand your marketing objective Understand your brand, offering, target audience Design a campaign Find a cause that resonates with your brand and customerFind a credible NGO that resonates with brand, cause and location TracksGiving
  9. 9. Steps to cause market Understand your marketing objective Understand your brand, offering, target audience Design a campaign Find a cause that resonates with your brand and customerFind a credible NGO that resonates with brand, cause and location Negotiate an agreement with the charity and business TracksGiving
  10. 10. Steps to cause market Understand your marketing objective Understand your brand, offering, target audience Design a campaign Find a cause that resonates with your brand and customerFind a credible NGO that resonates with brand, cause and location Negotiate an agreement with the charity and business Software customization, if required TracksGiving
  11. 11. Steps to cause market Understand your marketing objective Understand your brand, offering, target audience Design a campaign Find a cause that resonates with your brand and customerFind a credible NGO that resonates with brand, cause and location Negotiate an agreement with the charity and business Software customization, if required Launch the campaign and monitor operations TracksGiving
  12. 12. Steps to cause market Understand your brand, offering, target audience Design a campaign Find a cause that resonates with your brand and customerFind a credible NGO that resonates with brand, cause and location Negotiate an agreement with the charity and business Software customization, if required Launch the campaign and monitor operationsHelp communicate last mile impact to customers and reiterate brand TracksGiving
  13. 13. #2 - 9 ways how cause marketing canhelp you achieve your marketing objectives TracksGiving
  14. 14. Marketing Problem: “I am compelled to compete on discounts!” - E-commerce siteLive campaign TracksGiving
  15. 15. 1. Take the discussion away fromdiscounts Problem E-commerce market is driven by discounts Campaign Donate 1%. Make customer donate another 1% Result 65% customers gave. TracksGiving
  16. 16. Marketing Problem:“Families find it too cheap to sell their baby’s products. How to convince when money does not matter?” - PreCared.com (used baby products business) Live campaign TracksGiving
  17. 17. 2. Invoke compassion to influencewhen money does not matter Donate baby products to PreCared and proceeds educate a Campaign child. First day of campaign, upper middle class families donated Result baby products to PreCared worth Rs. __. TracksGiving
  18. 18. CARE India uses TracksGiving for its campaign with a bankWill be launched soon TracksGiving
  19. 19. 3. Differentiate a commoditizedproduct Problem Fixed Deposits are a highly commoditized product A Fixed Deposit where customer can donate part of interest Campaign earned to a credible NGO TracksGiving
  20. 20. Marketing Problem:“I want to make my products to go viral among friends” - WYO (T shirt company) Will be launched soon TracksGiving
  21. 21. 4. Transform customers intobrand ambassadors You buy 1 T-shirt and WYO feeds 2 children for a day.You Campaign refer WYO to 6 friends and WYO feeds 6 children for a day. TracksGiving
  22. 22. Marketing Problem:“My business is facing the classic Intel Inside problem.” - Organic, fair-trade, cotton farmers association (Mock client) TracksGiving
  23. 23. 5. Create awareness of hard-to- market brands Scan QR and read Problem The classic Intel Inside problem story of farmer Premium Apparels business in Brand Europe using organic cotton Donate at POS and track to farmerEurope India TracksGiving
  24. 24. Marketing Problem:“I want to reach a customer when he is hungry and surprise him.” - Little Burgers (mock client) Under R&D TracksGiving
  25. 25. 6. Break ice with a smile to acquire a new customerWho: Fast Food Chain + Mid day meal programCampaign: Find people in Mumbai who are hungry through TwitterResult: Reach out to 100-200 people at less than Rs. 10 TracksGiving
  26. 26. Marketing Problem:“I want to know what communication devices my customers are using.” - Offline electronics retail store (mock client) Under R&D TracksGiving
  27. 27. 7. Know thy customer Donate Rs. 100/- for every order.TracksGiving will Campaign send out an email with charity report 1) Location (where in Mumbai?) 2) Device, Platform, Model What analytics? 3) How long did they read the email? 4) Are they brand evangelists? (forward) 5) Social Media profiles (FB, LinkedIn) TracksGiving
  28. 28. Marketing Problem:“I want know my loyal fans. But I don’t get to see my customers.” - Magic in a Bottle (mock client) Under R&D TracksGiving
  29. 29. 8. Engage customers you dontmeet TracksGiving
  30. 30. Marketing Problem:“I want to my customers to be emotionally attached to the bank” - Sunshine bank (mock client) Conceptualization TracksGiving
  31. 31. 9. Create sense of ownershipthrough Gamification If Ratan Tata can have his charity Foundation, why can’t I?• Bank has financial services like RD, FD, Saving interest, etc.• Create a new account: Personal Foundation Account• Money In : Deposit, Create FD, ask friends to give, etc.• Money Out: To foundation’s NGOs• No legal registration of trust, Express individuality, Launch competitions betweenvarious foundations, etc. TracksGiving
  32. 32. #3 - What is TracksGiving? TracksGiving
  33. 33. What it does? Campaign Order management management for Workflow management business Defined experience for customers Campaign Campaign Analytics Analytics for Email Tracking business Twitter TrackingTracksGiving Front-end Own the brand Integration for Own the experience Engine Business Transparently track donation Transparency Read reports for Individual Accessible from mobile devices Donation Accounting Management Sending Reports for charity Billing, Collections between parties Tax receipt automation TracksGiving
  34. 34. Cause marketing AppsElectronic Bank Payroll Referral Email TwitterDonation Integration Giving System Marketing Marketing Box Billing ... TracksGiving Engine TracksGiving
  35. 35. #4 - About us TracksGiving
  36. 36. Who are we? Full Time TeamVolunteers from Rocket Fuel, KPMG, MIT Media Labs, IIT-Bombay, Ashoka, etc. TracksGiving
  37. 37. Awards and Recognition Received investment - 2011 Semifinalists - 2012 Top 350 social enterprises from 3500 applications world wide Finalists - 2012 Shortlisted - 2012 (still to pitch for round 2) TracksGiving
  38. 38. Our friends at ThoughtWorksThe wonderful people at ThoughtWorks gave us a team of 15 for 1 month to develop open source software for us. TracksGiving
  39. 39. Thank you! Ritvvij Parrikh info@tracksgiving.com 99879-1-25-26 TracksGiving

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