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

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Steve Drake
Steve Drake

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.

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Moving From Win-Win to Win-Win-Win with Cause Marketing Steve Drake President, Drake & Company April 17, 2009 © 2009 Drake & Company
Today’s Goals ,[object Object],[object Object],[object Object],While growing rapidly in most sectors, “ag sector” shows limited use of cause marketing. As the “causeaholic,” my goal is to change that!
What? Cause Non-Profit Corporate Partners Association Partner ,[object Object],$ Basics
Examples
Loads of Hope New Orleans, San Diego, Galveston, Waterloo: 30,000 loads to date Examples
Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! Examples
Bread Art Project ,[object Object],Milling & Baking Industry Donated $50,000 to Feeding America + $1 per submission up to $50,000 Examples
Target & St. Jude 200,000 purchased; $300,000 to St. Jude Examples
Colgate & RIF $800,000 + 58,000 books since 2004 Examples
Be a ,[object Object],[object Object],[object Object],1,477 participants; $7,385; 296 USO care packages Examples
National Geographic Kids – Cotton Inc Guinness record by turning old jeans into home insulation Examples
Basics
Why? ,[object Object],[object Object],[object Object],[object Object],Source: 2008 Cone/Duke University Behavioral Cause Study Basics
Why? Trying to reach Generation Y? Source: 2008 Cone/Duke University Behavioral Cause Study Basics
Benefits ,[object Object],[object Object],[object Object],[object Object],Basics
Why? ,[object Object],[object Object],[object Object],[object Object],Basics
Why? ,[object Object],[object Object],[object Object],[object Object],[object Object],Basics
Finding Partners? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics
How – Cause Types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics
Measurement & Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics
Measurement & Evaluation Basics
Practice
Case Study
The Challenge Trees to troops Practice
Who? Cause: Military families Practice
The Program ,[object Object],[object Object],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
Power of Cause Marketing http://www.msnbc.msn.com/id/3032619/#2821063
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
[object Object],Reach & Impact Practice
[object Object],[object Object],[object Object],[object Object],Summary Practice
Evaluating (CSF perspective) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What other program could generate this much local and national (positive) media coverage? Practice
Key Learnings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],8) Share the passion Practice
12 Steps to Cause Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics
Resources : ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

Editor's Notes

  1. Confession – Because a cause advocate by accident! Story re CSF – FedEx – T4T