Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cause Marketing - Moving to Win-Win-Win (NAMA 2009)


Published on

Step-by-step look at cause marketing including examples and a case study. The presentation is designed to introduce the agricultural marketing community to cause marketing concepts.

Published in: Business, Technology
  • Be the first to comment

Cause Marketing - Moving to Win-Win-Win (NAMA 2009)

  1. 1. Moving From Win-Win to Win-Win-Win with Cause Marketing Steve Drake President, Drake & Company April 17, 2009 © 2009 Drake & Company
  2. 2. Today’s Goals <ul><li>Demonstrate how cause marketing can achieve your overall marketing objectives. </li></ul><ul><li>Share cause marketing basics & practices </li></ul><ul><li>Use examples & a case study to increase understanding </li></ul>While growing rapidly in most sectors, “ag sector” shows limited use of cause marketing. As the “causeaholic,” my goal is to change that!
  3. 3. What? Cause Non-Profit Corporate Partners Association Partner <ul><ul><li>A for profit and a not-for-profit combining efforts for purpose, passion and profit. </li></ul></ul>$ Basics
  4. 4. Examples
  5. 5. Loads of Hope New Orleans, San Diego, Galveston, Waterloo: 30,000 loads to date Examples
  6. 6. Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! Examples
  7. 7. Bread Art Project <ul><li>Digital campaign </li></ul>Milling & Baking Industry Donated $50,000 to Feeding America + $1 per submission up to $50,000 Examples
  8. 8. Target & St. Jude 200,000 purchased; $300,000 to St. Jude Examples
  9. 9. Colgate & RIF $800,000 + 58,000 books since 2004 Examples
  10. 10. Be a <ul><li>Program: </li></ul><ul><li>$5 donation to USO operation </li></ul><ul><li>Per FMC booth visitor </li></ul>1,477 participants; $7,385; 296 USO care packages Examples
  11. 11. National Geographic Kids – Cotton Inc Guinness record by turning old jeans into home insulation Examples
  12. 12. Basics
  13. 13. Why? <ul><ul><li>85% of Americans more positive </li></ul></ul><ul><ul><li>79% would likely switch brands </li></ul></ul><ul><ul><li>79% want to work for a company that cares </li></ul></ul><ul><li>Increased Sales, Profits & Funding: </li></ul>Source: 2008 Cone/Duke University Behavioral Cause Study Basics
  14. 14. Why? Trying to reach Generation Y? Source: 2008 Cone/Duke University Behavioral Cause Study Basics
  15. 15. Benefits <ul><ul><li>Create awareness to advance your strategy </li></ul></ul><ul><ul><li>Increase customer loyalty and sales </li></ul></ul><ul><ul><li>Engage employees and stakeholders </li></ul></ul><ul><ul><li>For Companies: </li></ul></ul>Basics
  16. 16. Why? <ul><ul><li>Create awareness to advance your mission </li></ul></ul><ul><ul><li>Generate funding for your organization and/or cause </li></ul></ul><ul><ul><li>Create local advocates, engage members and donors </li></ul></ul><ul><ul><li>For Associations & Non-Profits: </li></ul></ul>Basics
  17. 17. Why? <ul><ul><li>Top “issues” for causes: </li></ul></ul><ul><ul><ul><li>education </li></ul></ul></ul><ul><ul><ul><li>economic development </li></ul></ul></ul><ul><ul><ul><li>health & disease </li></ul></ul></ul><ul><ul><ul><li>access to clean water </li></ul></ul></ul>Basics
  18. 18. Finding Partners? <ul><li>“ Frame” your search: </li></ul><ul><ul><li>“ Size” </li></ul></ul><ul><ul><li>“ Geographic scope” </li></ul></ul><ul><ul><li>“ Product” or “Service” </li></ul></ul><ul><ul><li>“ Philosophy” </li></ul></ul><ul><ul><li>Look for non-profits with a parallel cause </li></ul></ul><ul><ul><li>Look for charity / non-profit with a mission for which your customers would have a passion </li></ul></ul>Basics
  19. 19. How – Cause Types <ul><li>What “tools” can be used to implement the cause? </li></ul><ul><ul><li>Social / Public Service marketing </li></ul></ul><ul><ul><li>Purchase Plus </li></ul></ul><ul><ul><li>Product sales </li></ul></ul><ul><ul><li>Product licensing </li></ul></ul><ul><ul><li>Promotional campaign </li></ul></ul><ul><ul><li>Co-branded program </li></ul></ul><ul><ul><li>Co-branded events (runs, rides, auctions, golf, etc.) </li></ul></ul>Basics
  20. 20. Measurement & Metrics <ul><li>Use same measurement tools as other marketing: </li></ul><ul><li>Media impressions </li></ul><ul><li>Customer Loyalty Index </li></ul><ul><li>Sales </li></ul><ul><li>Numbers engaged in programs </li></ul><ul><li>Dollars generated </li></ul>Basics
  21. 21. Measurement & Evaluation Basics
  22. 22. Practice
  23. 23. Case Study
  24. 24. The Challenge Trees to troops Practice
  25. 25. Who? Cause: Military families Practice
  26. 26. The Program <ul><li>10,000 - 12,000 trees </li></ul><ul><li>Local media </li></ul>Coordination & Fund-raising 4,000 – 6,000 trees from consumers & retailers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 53 bases 17,000 families Practice
  27. 27. Power of Cause Marketing
  28. 28. 23.4 MILLION households said they saw, read or heard about Trees for Troops Reach & Impact 2008 Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 Practice
  29. 29. <ul><li>During the past holiday season, did you read, see, or hear anything about the Trees for Troops program though which Christmas trees were being donated to troops and their families and being delivered to military bases by FedEx? </li></ul>Reach & Impact Practice
  30. 30. <ul><li>50,554 military families received farm-grown Christmas trees </li></ul><ul><li>53 military locations </li></ul><ul><li>17 countries </li></ul><ul><li>international media coverage </li></ul>Summary Practice
  31. 31. Evaluating (CSF perspective) <ul><li>Delivered fresh, farm-grown trees to 50,554 families </li></ul><ul><li>Generate $1 million (cash & in-kind) per year </li></ul><ul><li>Create millions of media impressions </li></ul><ul><li>Reached 23 million U.S. households </li></ul><ul><li>Engaged 71% of organization’s members </li></ul><ul><li>Earned three national awards </li></ul><ul><li>Cost: 1,200 - 1,400 staff hours and $10,000 ± expenses </li></ul>What other program could generate this much local and national (positive) media coverage? Practice
  32. 32. Key Learnings <ul><li>Make it personal </li></ul><ul><li>Make it relevant </li></ul><ul><li>Make it transparent </li></ul><ul><li>If you are the charity, own “the brand” </li></ul><ul><li>Create partnerships / alliances </li></ul><ul><li>Seek other non-competing partners </li></ul><ul><li>Continuously refresh and update </li></ul>8) Share the passion Practice
  33. 33. 12 Steps to Cause Marketing <ul><li>Select cause </li></ul><ul><ul><li>Harmony (with mission) is key </li></ul></ul><ul><li>Make it personal </li></ul><ul><ul><li>For donors, members, employees </li></ul></ul><ul><li>Decide on partner(s) </li></ul><ul><ul><li>Big or small pond? </li></ul></ul><ul><li>Understand each other </li></ul><ul><ul><li>You own your brand </li></ul></ul><ul><li>Disclose special arrangements </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Who is doing the PR? </li></ul></ul><ul><li>Determine which form </li></ul><ul><ul><li>See list of types of cause programs </li></ul></ul><ul><li>Develop PR support plan </li></ul><ul><ul><li>Get recognized for doing good </li></ul></ul><ul><li>Establish metrics </li></ul><ul><ul><li>Measure your marketing </li></ul></ul><ul><li>Refresh & update </li></ul><ul><ul><li>Continuous improvement </li></ul></ul><ul><li>Be flexible </li></ul><ul><ul><li>Change on fly if needed </li></ul></ul><ul><li>Review & evaluate </li></ul><ul><ul><li>Set a date on when you will review and renew </li></ul></ul><ul><li>Take time to celebrate </li></ul><ul><ul><li>Build celebration into your campaign </li></ul></ul><ul><ul><li>Include volunteers, partners, staff, etc. </li></ul></ul>Basics
  34. 34. Resources : <ul><li>12 Steps to Successful Cause Marketing </li></ul><ul><li>Cone-Duke Research </li></ul><ul><li>2008 Cause Study, PR Week </li></ul><ul><li>Highlights & case studies </li></ul>
  35. 35. <ul><ul><ul><ul><ul><li>Contact Information: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Steve Drake </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>President, Drake & Company </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Phone: 636-449-5050 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blog: </li></ul></ul></ul></ul></ul>