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Greetings!
"We're not about what's nice to do, we're about what's
smart to do." That's the marketing mantra I've
repeated over and over since starting the Cause
Marketing Forum seven years ago.
It's not that we don't place a priority on making this a
better world -- we do. But even before "sustainable"
was a popular phrase, we knew that company/cause
marketing alliances had to make economic
sense to weather good times and bad.
So now that the "R" word is making headlines, we feel
doubly driven to help you of do well by doing good.
In the months ahead, look for more news you can use,
more practical
advice, and more "proof" that well conceived and
executed programs produce financial and social
dividends.
David Hessekiel
President
| Cause Program is #1 Product Placement of 2007 |
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A donation of meat by Tyson Foods on "Extreme
Makeover: Home Edition" last fall achieved the
greatest impact on brand opinion of any product
placement in 2007, according to IAG Research.
The halo effect of this charitable product placement is
consistent with IAG's other research. "We see a clear
trend that when a brand is involved with a prosocial
cause it rubs off in a positive way," said IAG SVP of
Research & Product Development David Kaplan.
"Tyson's donation on 'Extreme Makeover: Home
Edition' clearly left a powerful and lasting impression
on viewers who recognize the show's unique ability to
tell a meaningful story and change lives for the better,"
Tyson's
Carolyn Rehbock told Progressive Grocer
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| Don't Undervalue Media Elements of Corporate Alliances |
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On average, broadcast and cable stations donated
only 17 seconds per hour to public service
announcements, according to a
recent study by the Kaiser Family Foundation.
Worse still 46% of all televised PSAs are shown
between midnight and 6 am.
The scarcity of prime time PSAs underscores
how important it is for causes to rely on more than
donated time to communicate important messages.
While cash is widely considered "king" among
nonprofit cause marketing executives, this study
illustrates the great value that can reside in the media
components of corporate alliances.
Recent examples of cause alliances with significant
media components include:
So don't forget, there's value for causes in making the
right impressions just as there's value for
companies in having a cause-related message.
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| Upcoming Cause Marketing Masters Teleclasses |
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- 2/13 -- Mike Indursky of Burt's Bees on "Setting
The Natural Standard"
- 3/20 -- Ed Barker of EarthWatch Institute
on "Building Stronger Partnerships"
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Register Now for CMF6 |
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Don't miss the tremendous talent we've
lined up to share cutting edge strategies and tactics at
the May 29 CMF Conference in Chicago.
Among the conference highlights:
-- Case studies from Dove, American Express &
Crate
and Barrel to name a few
-- Reaching the Conscious Consumer
research
-- New Approaches to Evaluating Nonprofits
-- Kurt Aschermann on "Getting from a Meeting to a
Deal"
-- Cone on Cause-Related New Media
Strategies
-- and much, much more!
PLUS, we've got exciting new pre- and post-
conference sessions for highly experienced cause
marketers and our ever popular 101-level workshops
for newcomers.
Read more and register!
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