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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 DrakePresident, Drake & CompanyApril 17, 2009
© 2009 Drake & Company
Today’s Goals
1) Demonstrate how cause marketing can achieve your overall marketing objectives.
2) Share cause marketing basics & practices3) Use examples & a case study to increase
understanding
While growing rapidly in most sectors, “ag sector” shows limited use of cause marketing.
As the “causeaholic,” my goal is to change that!
What?Basics
CauseNon-Profit
Corporate
Partners
AssociationPartner
A for profit and a not-for-profit combining efforts for purpose, passion and profit.
$
Examples
Loads of Hope
New Orleans, San Diego, Galveston, Waterloo: 30,000 loads to date
Examples
Sam’s, Aquafina & KABExamples
37 Million bottles; $300,000; 100,000 fleece jackets!
Bread Art Project
Digital campaign
Examples
Milling &Baking Industry
Donated $50,000 to Feeding America + $1 per submission up to $50,000
Target & St. JudeExamples
200,000 purchased; $300,000 to St. Jude
Colgate & RIFExamples
$800,000 + 58,000 books since 2004
Be a
Program:$5 donation to USO
operationPer FMC booth visitor
Examples
1,477 participants; $7,385; 296 USO care packages
National Geographic Kids – Cotton Inc
Examples
Guinness record by turning old jeans into home insulation
Basics
Why?
85% of Americans more positive
Basics
79% would likely switch brands79% want to work for a company that cares
Increased Sales, Profits & Funding:
Source: 2008 Cone/Duke University Behavioral Cause Study
Basics Why?
Trying to reach Generation Y?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Switch Brands Have Purchased Expect Donation
Overall Gen Y
Source: 2008 Cone/Duke University Behavioral Cause Study
BenefitsBasics
Create awareness to advance your strategyIncrease customer loyalty and salesEngage employees and stakeholders
For Companies:
Why?
Create awareness to advance your mission
Generate funding for your organization and/or cause
Create local advocates, engage members and donors
Basics
For Associations & Non-Profits:
Why?
Top “issues” for causes: educationeconomic development health & disease access to clean water
Basics
Finding Partners?Basics
“Frame” your search: “Size” “Geographic scope” “Product” or “Service”
“Philosophy”
Look for non-profits with a parallel cause
Look for charity / non-profit with a mission for which your customers would have a passion
How – Cause Types
What “tools” can be used to implement the cause?
Basics
Social / Public Service marketing
Purchase Plus
Product sales
Product licensing
Promotional campaign
Co-branded program
Co-branded events (runs, rides, auctions, golf, etc.)
Measurement & Metrics
Use same measurement tools as other marketing:
Media impressions Customer Loyalty Index Sales Numbers engaged in programs Dollars generated
Basics
Measurement & Evaluation
Basics
Practice
Case Study
The ChallengePractice
Trees to troops
Who?
Cause: Military families
Practice
Coordination & Fund-raising4,000 – 6,000 trees from
consumers & retailers
The Program
10,000 - 12,000 treesLocal media
FedEx:59,000+ miles+ 10,000 air miles+ volunteers
53 bases17,000 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 & ImpactPractice
2008 Trees for Troops
3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008
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?
14.7 13.7 14.2
23.3
0
5
10
15
20
25
2005 2006 2007 2008
Million Households
Households that Recalled Seeing, Hearing or Reading about Trees for
Troops
Practice Reach & Impact
50,554 military families received farm-grown Christmas trees
Practice
53 military locations17 countriesinternational media coverage
Summary
Evaluating (CSF perspective)
Delivered fresh, farm-grown trees to 50,554 families Generate $1 million (cash & in-kind) per year Create millions of media impressions Reached 23 million U.S. households Engaged 71% of organization’s members Earned three national awards Cost: 1,200 - 1,400 staff hours and $10,000± expenses
Practice
What other program could generate this much local and national (positive) media
coverage?
Key Learnings
1) Make it personal
Practice
2) Make it relevant3) Make it transparent4) If you are the charity, own “the brand”
5) Create partnerships / alliances
6) Seek other non-competing partners
7) Continuously refresh and update
8) Share the passion
12 Steps to Cause Marketing
1) Select cause Harmony (with mission) is key
2) Make it personal For donors, members,
employees
3) Decide on partner(s) Big or small pond?
4) Understand each other You own your brand
5) Disclose special arrangements Transparency Who is doing the PR?
6) Determine which form See list of types of cause
programs
7) Develop PR support plan Get recognized for doing good
8) Establish metrics Measure your marketing
9) Refresh & update Continuous improvement
10) Be flexible Change on fly if needed
11) Review & evaluate Set a date on when you will
review and renew
12) Take time to celebrate Build celebration into your
campaign Include volunteers, partners,
staff, etc.
Basics
Resources: 12 Steps to Successful Cause Marketing
http://blog.drakeco.com/2008_06_01_archive.html
Cone-Duke Research http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20081001005317&newsLang=en
2008 Cause Study, PR Week http://barkleyus.com/articles/show/43-pr_week_cause_survey_2008#
Highlights & case studies http://www.causeaholic.com
Contact Information:
Steve DrakePresident, Drake & CompanyPhone: 636-449-5050 E-mail: [email protected]: http://twitter.com/causeaholicWebsite: www.drakeco.com Blog: http://www.causeaholic.com
