Halo Marketing<br />The Who, What & Why<br />Of Cause Marketing<br />
What We’ll Talk About Today<br />The G-Generation Trend<br />Why Cause Marketing<br />The Givers<br />Marketing for a Caus...
3<br />Generosity Trend<br />First Spotted <br />in 2008<br />
4<br />First Identified in 2008Emerging Trend:  G-Generation<br />G for Generosity<br />Shift from “me” to “we”<br />Consu...
5<br />2010: The G-Generation<br />Giving is the new taking, <br />and sharing is the new giving! <br />Reputation Economy...
6<br />Why Cause Marketing?<br />
WHY? Americans want MORE cause marketing<br />83% of Americans wish more of the products, services and retailers they used...
Why? Cause  Marketing Differentiates Brands<br />41% buy for a cause - more than double since 1993 (20%).<br />1 in 5 cons...
Why? Consumers Want Companies to Act Locally<br />46% of Americans believe that companies should focus on issues that impa...
Why Give?<br />Consumers Prefer Transactional Cause Marketing<br />Shoppers prefer point-of-sale (81%) and cause-related p...
WHY: What Motivates?<br />
Who Gives<br />
Women are compassionate<br />Men are pragmatic.<br />
Who Gives?<br />Women give for emotional reasons – Anything connected to health<br />Men want to pay and run<br />
Who Gives?<br />#1 reason: Emotional cause that resonates with them personally<br />#2 Reason: Donation with every purchas...
Trying to reach women?<br />When targeting <br />	women . . .<br />evoke emotion.<br />Women are motivatedby relevancy & f...
Who Gives: Women<br />Women are motivated by causes <br />that hold an emotional and personal relevance<br />Health #1<br />
Who Gives?Moms & Mills<br />Moms - household shoppers  <br />Millennials - hipster shoppers of the moment; household consu...
Who Gives: Women<br />Women find<br />disease prevention <br />	particularly <br />	breast cancer awareness<br />the most ...
Men want<br />A rational appeal, <br />A clear benefit <br />No commitment<br />Drop a check & run<br />Guide them <br />	...
How?<br />To Work <br />A Good Cause<br />
How?<br />Decide what you want to accomplish? What is your goal?<br />Ask your customers what they care about.  Get them i...
How? Front Line<br />Frontline Employees are the Key to Cause Marketing Success<br />70% of Americans give more if an empl...
How?<br />When choosing between two brands that benefit a cause, 43% of women choose the brand that donates with every pur...
How? Hyper-Local is the Future of Cause Marketing<br />CauseWorld, Foursquare, Facebook Places and QR codes will change th...
How: Run a Charity Promotion<br />Use your blog, Twitter, Facebook, Foursquare, and in-store materials (use all of your co...
HOW: Hyannis Country GardenHoliday Open House<br />Goal: Boost sales before Christmas season <br />Partnered with five non...
HOW: Hyannis Country Garden’s <br />Goal:  Generate sales in August <br />Combined the normal end-of-season sales with a p...
Great   Doers!<br />
#1 Cause Marketing 2010 <br />Breast Cancer Awareness Month<br />Advocates pushed breast cancer awareness and support to t...
Top 10 Cause Marketing 2010 according to Ad Age<br />#2	Pepsi Refresh<br />2009, Pepsi passed on a Super Bowl to launch th...
Top 10 Cause Marketing 2010 according to Ad Age<br />#3	Dawn Saves Wildlife<br />Dawn parlayed its product message into a ...
Top 10 Cause Marketing 2010 according to Ad Age<br />#4	American ExpressDuring the most materialistic time of year, Small ...
What does this mean for you?<br />Evoke emotion in women<br />	Appeal to men’s rational side.<br />. <br />Lead to higher ...
What does this mean for you?<br />2. It’s always personal.<br /><ul><li>Men and women are most influenced by personal rele...
Ask customers what matters in their lives
Give customers a voice & ask them to take a stake in the cause. </li></ul>Pepsi Refresh Project invited people to submit a...
What does this mean for you?<br />3. Tie purchase directly<br />to the act of giving.<br />The more often a brand gives, t...
What does this mean for you?<br />4. Long-term giving pays off.<br />Just like building a brand, you must make a long-term...
What does this mean for you?<br />5. Lead with cause, not brand. <br />Cause relevance is the number-one influence in bran...
Green Causes<br />
Costa Farms: Orchids for Cancer<br />Lowe’s is donating 10% of the retail sales price of plants with the Plant for the Cur...
Proven Winner’s Pink Day<br />Garden centers across North America<br />Increase store traffic <br />Help raise money for a...
David Austin Roses ‘Purely Pink’<br />From the sale of each ‘Purely Pink’ English Rose<br />$1 goes to the Breast Cancer R...
Costa & O2 for YouGrassroots Education Campaign<br />This public service campaign highlights the many health benefits of i...
Organic Mechanics School Garden Program<br />
LocalGood Causes<br />46% of Americans believe companies should focus on issues<br />that impact local communities. <br />
American Beauties & National Wildlife Federation<br /><ul><li>Buying American Beauties brings life to the garden and helps...
Every American Beauties plant sold benefits the National Wildlife Federation (NWF) Certified Wildlife Habitat Program
25 cents, 50 cents or $1 is donated to NWF</li></li></ul><li>Plant A Row<br />Garden writers encourage their readers/liste...
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Halo marketing 2011

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The Who, What & Why
Of Cause Marketing

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Halo marketing 2011

  1. 1. Halo Marketing<br />The Who, What & Why<br />Of Cause Marketing<br />
  2. 2. What We’ll Talk About Today<br />The G-Generation Trend<br />Why Cause Marketing<br />The Givers<br />Marketing for a Cause<br />L&G Causes<br />
  3. 3. 3<br />Generosity Trend<br />First Spotted <br />in 2008<br />
  4. 4. 4<br />First Identified in 2008Emerging Trend: G-Generation<br />G for Generosity<br />Shift from “me” to “we”<br />Consumers are disgusted with greed and its current dire consequences for the economy<br />Coincides with an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers<br />Reputation Economy - sharing a passion and receiving recognition have replaced 'taking' as the new status symbol. <br />Giving is the new taking, and sharing is the new giving  <br />
  5. 5. 5<br />2010: The G-Generation<br />Giving is the new taking, <br />and sharing is the new giving! <br />Reputation Economy <br />Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol<br />Service Rocks! More people volunteering<br />Giving and donating is painless, if not automatic <br />Opportunity: Let customers co-donate and/or co-decide what causes to support. <br />Shift from “Me” <br />to “We”<br />
  6. 6. 6<br />Why Cause Marketing?<br />
  7. 7. WHY? Americans want MORE cause marketing<br />83% of Americans wish more of the products, services and retailers they used would support causes.<br />85% reward those companies with a positive image.<br />
  8. 8. Why? Cause  Marketing Differentiates Brands<br />41% buy for a cause - more than double since 1993 (20%).<br />1 in 5 consumers pay more<br />61 % will try the product even though they’ve never heard of it. <br />80% will switch when price and quality are equal.<br />
  9. 9. Why? Consumers Want Companies to Act Locally<br />46% of Americans believe that companies should focus on issues that impact local communities. <br />National is 37% <br />Global is 17%<br />
  10. 10. Why Give?<br />Consumers Prefer Transactional Cause Marketing<br />Shoppers prefer point-of-sale (81%) and cause-related products (75%). This is great news for local nonprofits and businesses as they both have an easy point of entry for causes and businesses of all sizes.<br />
  11. 11. WHY: What Motivates?<br />
  12. 12. Who Gives<br />
  13. 13. Women are compassionate<br />Men are pragmatic.<br />
  14. 14. Who Gives?<br />Women give for emotional reasons – Anything connected to health<br />Men want to pay and run<br />
  15. 15. Who Gives?<br />#1 reason: Emotional cause that resonates with them personally<br />#2 Reason: Donation with every purchase (43%)<br />Gives women instant gratification and constant feeling of doing good <br />Encourages repeat purchase and loyalty for a brand.<br />
  16. 16. Trying to reach women?<br />When targeting <br /> women . . .<br />evoke emotion.<br />Women are motivatedby relevancy & frequency of donating.<br />
  17. 17. Who Gives: Women<br />Women are motivated by causes <br />that hold an emotional and personal relevance<br />Health #1<br />
  18. 18. Who Gives?Moms & Mills<br />Moms - household shoppers <br />Millennials - hipster shoppers of the moment; household consumers of tomorrow. <br />Big fans of & heavily drawn to cause marketing <br />Key consumers for many businesses <br />Donors of today and tomorrow.<br />Rule Cause Marketing<br />& Are Ruled By It<br />
  19. 19. Who Gives: Women<br />Women find<br />disease prevention <br /> particularly <br /> breast cancer awareness<br />the most compelling<br />cause to support<br />Followed by . . . Social change<br />Faith based<br />Animal welfare <br />&<br />Child welfare<br />
  20. 20. Men want<br />A rational appeal, <br />A clear benefit <br />No commitment<br />Drop a check & run<br />Guide them <br /> to higher engagement. <br />Who Gives? Men<br />
  21. 21. How?<br />To Work <br />A Good Cause<br />
  22. 22. How?<br />Decide what you want to accomplish? What is your goal?<br />Ask your customers what they care about. Get them involved.<br />Make a plan and stick to it.<br />Put someone in charge.<br />Pick a cause that counts<br />Toot Your Own Horn<br />
  23. 23. How? Front Line<br />Frontline Employees are the Key to Cause Marketing Success<br />70% of Americans give more if an employee recommends it<br />Team critical to the success of point-of-sale and cause-related products. <br />Employee education and training in causes is key <br />Causes with a local presence have the edge.<br />
  24. 24. How?<br />When choosing between two brands that benefit a cause, 43% of women choose the brand that donates with every purchase <br /> over a brand that donates a set amount. <br />Men like to write checks or drop off donation. No emotional involvement.<br />
  25. 25. How? Hyper-Local is the Future of Cause Marketing<br />CauseWorld, Foursquare, Facebook Places and QR codes will change the in-store cause marketing experience for consumers. <br />Same tools and opportunities available to local nonprofits and businesses as they are to national causes and retailers.<br />Foursquare allows you to use the check-in feature to present a special savings opportunity to customers, which can then be tied to your donation. Let your “mayor” pick the cause of the month.<br />
  26. 26. How: Run a Charity Promotion<br />Use your blog, Twitter, Facebook, Foursquare, and in-store materials (use all of your communication platforms) to promote the Foursquare Check-in for Charity Promotion<br />Ask patrons to check-in at your retail location each time they come by<br />Create a Foursquare special tied to the check-in –> The goal being to encourage a purchase<br />Determine a percentage from each sale that will go to charity using the foursquare special coupon. Or make a flat donation For every purchase using the foursquare special, we’ll donate $2 to charity<br />Run the promotion for a set period of time <br />Make the donation and promote the post promotion success via your blog, Twitter, Facebook, etc. <br />
  27. 27. HOW: Hyannis Country GardenHoliday Open House<br />Goal: Boost sales before Christmas season <br />Partnered with five non-profits <br />Friday night through the following weekend<br />Customers picked a charity at checkout<br />The five non-profits sent flyers to their mailing lists.  <br />Local craftspeople invited to show and sell their work<br />And they invited their followers to the event. <br />A total of just over $2,000.00 raised for the non-profits. <br />
  28. 28. HOW: Hyannis Country Garden’s <br />Goal: Generate sales in August <br />Combined the normal end-of-season sales with a promotional event that attracted dog lovers. <br />We invited the MSPCA to have adoptable dogs on hand on Saturday, and for them to have a booth. <br />$5 Dog washing with all proceeds going to the local MSPCA. <br />And of course, offered free hot dogs.  <br />Dog parade that began with The Blessing of the Dogs.  <br />MSPCA and dog park people to promote this to their mailing list and followers. <br />Press releases got coverage because promoting non-profits. <br /> <br />
  29. 29. Great Doers!<br />
  30. 30. #1 Cause Marketing 2010 <br />Breast Cancer Awareness Month<br />Advocates pushed breast cancer awareness and support to the top of the growing heap of causes.<br />Most people immediately connect the signature pink with a breast cancer cause.<br />
  31. 31. Top 10 Cause Marketing 2010 according to Ad Age<br />#2 Pepsi Refresh<br />2009, Pepsi passed on a Super Bowl to launch this campaign. <br />People posted proposals for change<br />People voted on their ideas. <br />In 2010, <br />7,000 projects<br />Garnered 51 million votes . . . <br />287 ideas<br />from 203 cities in 42 states <br />$11.7 million<br />
  32. 32. Top 10 Cause Marketing 2010 according to Ad Age<br />#3 Dawn Saves Wildlife<br />Dawn parlayed its product message into a cause slogan that has endured for over two decades. <br />May not remember the part Dawn played in the Exxon Valdez oil spill, <br />but you know Dawn helped clean up the mess after the BP disaster<br />Dawn is tough on grease (oil) but gentle on hands and wildlife.<br />
  33. 33. Top 10 Cause Marketing 2010 according to Ad Age<br />#4 American ExpressDuring the most materialistic time of year, Small Business Saturday captured the minds and hearts of consumers and carved out a profit for small businesses during the biggest holiday selling season since before the recession.<br />#5 Pureit/Unilever SustainabilityUnilever aims to use Pureit to bring clean drinking water to 500 million people and make a profit. As ambitious as this goal is, it’s only part of their overall sustainability plan to halve environmental impact and double sales.<br />#6 BoxTops for EducationGeneral Mills continues to expand the scope of this long-running program each year. In 2010, it raised $49 million for U.S. schools.<br />#7 Target (5%)Target has been ahead of the cause marketing game for decades, donating 5% of its profits since 1946. Currently Target reports more than $3 million a week in donations from this program.<br />#8 Proctor & Gamble’s Children’s Safe Drinking WaterAlthough the program has been in existence for six years, in August 2010, P & G turned to social media to help their cause. Each click on a widget equals one day of purified water. In just five months it has generated 50,000 days of water toward a goal of 100,000.<br />#9 Prilosec’s Official Sponsor of Everything You Do Without HeartburnA smaller initiative than Pepsi Refresh, but along the same lines. 100 small ideas have been funded so far with budgets between $500 and $4000.<br />#10 Wal-Mart Fighting HungerWal-Mart pledged to give 2 billion dollars to food banks in funds, food or equipment by 2015.<br />
  34. 34. What does this mean for you?<br />Evoke emotion in women<br /> Appeal to men’s rational side.<br />. <br />Lead to higher engagement. <br />Pick your target then your strategy for cause-branding programs<br />Apply strategy to pick cause partnership and structure communication.<br />
  35. 35. What does this mean for you?<br />2. It’s always personal.<br /><ul><li>Men and women are most influenced by personal relevance.
  36. 36. Ask customers what matters in their lives
  37. 37. Give customers a voice & ask them to take a stake in the cause. </li></ul>Pepsi Refresh Project invited people to submit and vote on ideas that make the world a better place. <br />
  38. 38. What does this mean for you?<br />3. Tie purchase directly<br />to the act of giving.<br />The more often a brand gives, the more often shoppers buy<br />The Dove® Movement for Self-Esteem invites all women to help create a world where beauty is a source of confidence, not anxiety. <br />Each Dove purchase makes a donation to select charitable partners that provide inspiring self-esteem programming for girls. <br />This technique drives repeat purchase as well.<br />
  39. 39. What does this mean for you?<br />4. Long-term giving pays off.<br />Just like building a brand, you must make a long-term investment to build cause equity. <br />General Mills Box Tops for Education launched in 1996<br />
  40. 40. What does this mean for you?<br />5. Lead with cause, not brand. <br />Cause relevance is the number-one influence in brand reference. <br />Shoppers purchase most brands based on cause affiliation.<br />Anything “breast cancer-related” ranks number two on the top ten list.<br />
  41. 41. Green Causes<br />
  42. 42. Costa Farms: Orchids for Cancer<br />Lowe’s is donating 10% of the retail sales price of plants with the Plant for the Cure® tag <br />to Susan G. Komen for the Cure.Retail Price: $15<br />Donation: $1.50<br />Costa Farms Phalaenopsis<br />
  43. 43. Proven Winner’s Pink Day<br />Garden centers across North America<br />Increase store traffic <br />Help raise money for a great cause. <br />PW’s goal: raise $1 million for the Breast Cancer Research Foundation. <br />Take part in our Invincibelle Spirit Campaign<br />Make a difference for a cause that is important to YOUR customer base<br />
  44. 44. David Austin Roses ‘Purely Pink’<br />From the sale of each ‘Purely Pink’ English Rose<br />$1 goes to the Breast Cancer Research Foundation.<br />
  45. 45.
  46. 46. Costa & O2 for YouGrassroots Education Campaign<br />This public service campaign highlights the many health benefits of indoor plants both in the home and at work – from producing oxygen to purifying the indoor air of toxins.<br />
  47. 47. Organic Mechanics School Garden Program<br />
  48. 48. LocalGood Causes<br />46% of Americans believe companies should focus on issues<br />that impact local communities. <br />
  49. 49. American Beauties & National Wildlife Federation<br /><ul><li>Buying American Beauties brings life to the garden and helps a great cause.
  50. 50. Every American Beauties plant sold benefits the National Wildlife Federation (NWF) Certified Wildlife Habitat Program
  51. 51. 25 cents, 50 cents or $1 is donated to NWF</li></li></ul><li>Plant A Row<br />Garden writers encourage their readers/listeners/fans to plant an extra row of produce<br />Your GC sponsors events to become resource for growing<br />Host PAR/GW events<br />Publicity <br />
  52. 52. America in Bloom<br />Bring beauty to communities<br />Increase awareness of the benefits of plants to the environment, the community and to the quality of life.<br />Promote the development of ornamental horticulture.<br />Encourage the promotion of tourism <br />Create opportunities for citizen participation.<br />
  53. 53. 6th Annual Event<br />
  54. 54. Good Cause<br />www.GardenMediaGroup.com<br />buzz@gardenmediagroup.com<br />610-444-3040<br />

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