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Halo Marketing The Who, What & Why Of Cause Marketing
| Date post: | 13-May-2015 |
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Halo Marketing
The Who, What & WhyOf Cause Marketing
What We’ll Talk About Today
• The G-Generation Trend
• Why Cause Marketing
• The Givers• Marketing for a
Cause• L&G Causes
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Generosity Trend
First Spotted
in 2008
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First Identified in 2008Emerging Trend: G-Generation
G for Generosity
Shift from “me” to “we”
Consumers are disgusted with greed and its current dire consequences for the economy
Coincides with an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers
Reputation Economy - sharing a passion and receiving recognition have replaced 'taking' as the new status symbol.
Giving is the new taking, and sharing is the new giving
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2010: The G-Generation
Reputation Economy
Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol
Service Rocks! More people volunteering
Giving and donating is painless, if not automatic
Opportunity: Let customers co-donate and/or co-decide what causes to support. Shift from “Me”
to “We”
Giving is the new taking, and sharing is the new giving!
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Why Cause Marketing?
83% of Americans wish more of the products, services and retailers they used would support causes.
85% reward those companies with a positive image.
WHY? Americans want MORE cause marketing
• 41% buy for a cause - more than double since 1993 (20%).
• 1 in 5 consumers pay more
• 61 % will try the product even though they’ve never heard of it.
• 80% will switch when price and quality are equal.
Why? Cause Marketing Differentiates Brands
• 46% of Americans believe that companies should focus on issues that impact local communities.
• National is 37% • Global is 17%
Why? Consumers Want Companies to Act Locally
• Consumers Prefer Transactional Cause Marketing
• 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.
Why Give?
Who Gives
Women are compassionate
Men are pragmatic.
• Women give for emotional reasons – Anything connected to health
• Men want to pay and run
Who Gives?
Who Gives?
#1 reason: Emotional cause that resonates with them personally
#2 Reason: Donation with every purchase (43%)
Gives women instant gratification and constant feeling of doing good
Encourages repeat purchase and loyalty for a brand.
Trying to reach women?
When targeting women . . .
evoke emotion.
Women are motivatedby relevancy & frequency of donating.
Women are motivated by causes
that hold an emotional and personal relevance
Health #1
Who Gives: Women
• Moms - household shoppers • Millennials - hipster shoppers of the
moment; household consumers of tomorrow.
• Big fans of & heavily drawn to cause marketing
• Key consumers for many businesses • Donors of today and tomorrow.
Rule Cause Marketing& Are Ruled By It
Who Gives?Moms & Mills
Women finddisease prevention
particularly breast cancer awareness
the most compellingcause to support
Followed by . . . Social changeFaith basedAnimal welfare &Child welfare
Who Gives: Women
Men wantA rational appeal, A clear benefit No commitmentDrop a check & run
Guide them to higher engagement.
Who Gives? Men
How?
To Work A Good Cause
How?1. Decide what you want to
accomplish? What is your goal?
2. Ask your customers what they care about. Get them involved.
3. Make a plan and stick to it.4. Put someone in charge.5. Pick a cause that counts6. Toot Your Own Horn
Frontline Employees are the Key to Cause Marketing Success
• 70% of Americans give more if an employee recommends it
• Team critical to the success of point-of-sale and cause-related products.
• Employee education and training in causes is key
• Causes with a local presence have the edge.
How? Front Line
When choosing between two brands that benefit a cause, 43% of women choose the brand that donates with every purchase
over a brand that donates a set amount.
Men like to write checks or drop off donation. No emotional involvement.
How?
CauseWorld, Foursquare, Facebook Places and QR codes will change the in-store cause marketing experience for consumers.
Same tools and opportunities available to local nonprofits and businesses as they are to national causes and retailers.
How? Hyper-Local is the Future of Cause Marketing
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.
How: Run a Charity Promotion1. 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
2. Ask patrons to check-in at your retail location each time they come by
3. Create a Foursquare special tied to the check-in –> The goal being to encourage a purchase
4. 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
5. Run the promotion for a set period of time 6. Make the donation and promote the post
promotion success via your blog, Twitter, Facebook, etc.
HOW: Hyannis Country GardenHoliday Open House
Goal: Boost sales before Christmas season
• Partnered with five non-profits • Friday night through the following
weekend• Customers picked a charity at
checkout• The five non-profits sent flyers to
their mailing lists. • Local craftspeople invited to show
and sell their work• And they invited their followers to
the event. • A total of just over $2,000.00 raised
for the non-profits.
HOW: Hyannis Country Garden’s Goal: Generate sales in August • Combined the normal end-of-season
sales with a promotional event that attracted dog lovers.
• We invited the MSPCA to have adoptable dogs on hand on Saturday, and for them to have a booth.
• $5 Dog washing with all proceeds going to the local MSPCA.
• And of course, offered free hot dogs. • Dog parade that began with The
Blessing of the Dogs. • MSPCA and dog park people to
promote this to their mailing list and followers.
• Press releases got coverage because promoting non-profits.
Great Doers!
Breast Cancer Awareness Month
Advocates pushed breast cancer awareness and support to the top of the growing heap of causes.
Most people immediately connect
the signature pink with a breast cancer cause.
#1 Cause Marketing 2010
Top 10 Cause Marketing 2010 according to Ad Age
#2 Pepsi Refresh2009, Pepsi passed on a Super
Bowl to launch this campaign.
People posted proposals for change
People voted on their ideas.
In 2010, • 7,000 projects• Garnered 51 million votes . . . • 287 ideas• from 203 cities in 42 states
$11.7 million
Top 10 Cause Marketing 2010 according to Ad Age
#3 Dawn Saves Wildlife
Dawn parlayed its product message into a cause slogan that has endured for over two decades.
May not remember the part Dawn played in the Exxon Valdez oil spill,
but you know Dawn helped clean up the mess after the BP disaster Dawn is tough on grease (oil) but
gentle on hands and wildlife.
#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.
#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.
#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.
#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.
#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.
#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.
#10 Wal-Mart Fighting HungerWal-Mart pledged to give 2 billion dollars to food banks in funds, food or equipment by 2015.
Top 10 Cause Marketing 2010 according to Ad Age
What does this mean for you?
• Lead to higher engagement.
• Pick your target then your strategy for cause-branding programs
• Apply strategy to pick cause partnership and structure communication.
1. Evoke emotion in womenAppeal to men’s rational side.
.
What does this mean for you?
2. It’s always personal.• Men and women are
most influenced by personal relevance.
• Ask customers what matters in their lives
• Give customers a voice & ask them to take a stake in the cause.
Pepsi Refresh Project invited people to submit and vote on ideas that make the
world a better place.
What does this mean for you?
• The more often a brand gives, the more often shoppers buy
• The Dove® Movement for Self-Esteem invites all women to help create a world where beauty is a source of confidence, not anxiety.
• Each Dove purchase makes a donation to select charitable partners that provide inspiring self-esteem programming for girls.
• This technique drives repeat purchase as well.
3. Tie purchase directly to the act of giving.
What does this mean for you?
• Just like building a brand, you must make a long-term investment to build cause equity.
• General Mills Box Tops for Education launched in 1996
4. Long-term giving pays off.
What does this mean for you?
• Cause relevance is the number-one influence in brand reference.
• Shoppers purchase most brands based on cause affiliation.
• Anything “breast cancer-related” ranks number two on the top ten list.
5. Lead with cause, not brand.
Green Causes
Costa Farms: Orchids for Cancer
Lowe’s is donating 10% of the retail sales price of plants with the Plant for the Cure® tag to Susan G. Komen for the Cure.
Retail Price: $15Donation: $1.50
Costa Farms Phalaenopsis
Proven Winner’s Pink Day
Garden centers across North America
Increase store traffic
Help raise money for a great cause.
PW’s goal: raise $1 million for the Breast Cancer Research Foundation.
Take part in our Invincibelle Spirit Campaign
Make a difference for a cause that is important to YOUR customer base
David Austin Roses ‘Purely Pink’
From the sale of each ‘Purely Pink’ English Rose
$1 goes to the Breast Cancer Research Foundation.
Costa & O2 for YouGrassroots Education Campaign
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.
Organic Mechanics School Garden Program
LocalGood Causes
46% of Americans believe companies should focus on issuesthat impact local communities.
American Beauties & National Wildlife Federation
• Buying American Beauties brings life to the garden and helps a great cause.
• 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
Plant A Row
• Garden writers encourage their readers/listeners/fans to plant an extra row of produce
• Your GC sponsors events to become resource for growing
• Host PAR/GW events• Publicity
America in Bloom• Bring beauty to communities• Increase awareness of the
benefits of plants to the environment, the community and to the quality of life.
• Promote the development of ornamental horticulture.
• Encourage the promotion of tourism
• Create opportunities for citizen participation.
6th Annual Event
