Posts Tagged ‘(RED)’

How to Market for a Good Cause

Monday, March 23rd, 2009

 

cause1Clearly, partnering with a cause in any way (from in-kind sponsorship to cause marketing) is a win-win for all involved So, how do you implement this up-and-coming marketing model?  Here are a few tips about how you can market for a good cause.

1 Choose a Cause that is Relevant and Meaningful to your Business

Avon’s  choice to promote female health and combat breast cancer was an obvious one.  In choosing a cause that directly affects their target demographic, Avon was able to motivate and mobilize their consumers to buy products associated with an issue close to thei

r hearts.

 

2. Develop a detailed plan with measurable goals

The (RED) (link to (RED) blog) business model, mission, and core values were developed with a clear set of goals and evaluation tactics in mind.  By creating a solid business model with quantifiable and repeatable metrics for success, PRODUCT (RED) has been able to report results to further their credibility and support for their cause.

 

3. Integrate your Cause Marketing Efforts with Other Business Efforts

HIV/AIDS in Africa is the core of the PRODUCT (RED) business model.  Every action they undertake is for the sole purpose of promoting their cause.  While your business doesn’t have to go to these lengths, integrating your cause in other areas of business is a great way to spread the word about your brand and its socially responsible behavior.

 

4. Vary your involvement. Put your cause in a variety of places

Avon has not only created a line of Pink Ribbon branded products, but has also hosted events, opened a registry tribute, and even established a Breast Cancer Center at a leading hospital.  In placing their message in a variety of places, Avon has increased the visibility of their cause and brand, further establishing credibility and motivating future purchases. 

 

5. Be grateful to those involved.

Everyone who is involved in your cause marketing campaign truly believes in the good work that you are carrying out. Be grateful for their support since it takes a lot of effort to bring a great cause to life.


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Marketing for a Good Cause

Friday, March 20th, 2009

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What is Cause Marketing?

 In previous Perks blogs, we have outlined strong examples of cause marketing, like the Avon Breast Cancer Crusade  and PRODUCT (RED). But what exactly is cause marketing? Cause marketing is defined as a partnership between a for-profit business and non-profit or

ganization in which a decided-upon percent of each sale of a specially branded product or service is used to benefit a social or community cause.

 

American Express Statue of Liberty Restoration and The Birth of Cause Marketing 

 In 1983, American Express coined the term “cause related marketing” in their campaign to restore the Statue of Liberty.  Each time an American Express card was used, or when a new member signed up, a small donation was made to the Statue of Liberty restoration project. In just three months, $1.7 million was raised for the cause and the use of American Express cards rose 27%, with the new application rate up 45%. Thus, cause marketing was born.

 Why Choose Cause Marketing?

Cause marketing has ample benefits; not only for the cause, but also for the business involved. Cause marketing:

 –Creates loyal customers and employees

According to a Cause Evolution Survey conducted by Cone, about 87% of consumers state that they would switch brands if another brand was liked to a social cause. Additionally, about 90% of employees show strong loyalty to a brand that supports a cause. 

 –Increases sales

A similar study conducted  in 2008 showed a 74% increase in the actual purchase of Brand X shampoo when they connected with a cause, with 47% of participants who chose the brand for the sole reason that a cause related message was on the bottle.

–Increases visibility and positive media coverage of a brand

By utilizing cause related marketing, your business will see an increase in positive media coverage. Partnering with a nonprofit will also increase your visibility and help your brand stand out from the competition.

 

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Avon and the Marketing of Breast Cancer

Wednesday, March 18th, 2009

 

avonwalk_logo1Like the PRODUCT (RED) campaign,  the Avon Breast Cancer Crusade is a cause marketing model that has met great success by using innovative strategies to advocate for a relevant cause.  Avon  a leading provider of women’s health and beauty products started their crusade against breast cancer in 1992 and has remained one of the most powerful examples of cause marketing today.

 Since its inception, the campaign has raised over $585 million in funds that have been disbursed over 50 countries.  These funds help programs with initiatives in:

lidsl1 By selling Pink Ribbon branded products, hosting yearly breast cancer walks in cities around the world, and establishing registry tribute funds , the Avon Breast Cancer Crusade has stayed at the forefront of the battle against breast cancer.

Avon de-mystifies the disbursement of its funds (and thus builds consumer trust and brand loyalty) by allowing users to search for its grants by year and geographic location and making financial reports readily available on its website.

 Avon has also established the Avon Foundation Breast Cancer Center at Johns Hopkins,a leading hospital for breast cancer research and treatment that offers a variety of programs, including a volunteer team of breast cancer survivors to support and educate current patients.

The Avon Breast Cancer Crusade chose to brand its products with the Pink Ribbon that has become synonymous with breast cancer. The Pink Ribbon was created in 1991 by the Susan G. Komen foundation in partnership with Yoplait’s Lids for Life cause marketing campaign.  By teaming up with a well-known cause and branding their cause with a color (like PRODUCT (RED)) Avon has created a  positive association that consumers are familiar with.  Using innovative and strategic marketing tactics to mobilize and educate about a cause that directly affects their target demographic, Avon has been able to make a world of difference in the fight against breast cancer.

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Do the (RED) Thing

Monday, February 23rd, 2009


I planned on blogging today about brainstorm execution and how to take the ideas created in a brainstorm and put them into action. But, as I was going about my research I came across something that captured my attention and truly touched my heart: an open letter from Bono regarding his PRODUCT(RED) campaign published in the latest issue of “Elle” magazine.

For those of you who may be unfamiliar, The PRODUCT(RED) campaign is a cause marketing business model that takes a portion of the proceeds from each sale of a (RED) branded item and contributes to the Global Fund. The Global Fund is an organization that is on the frontline of the battle against AIDS, tuberculosis and malaria in developing countries (primarily in Africa). The Global Fun combats these diseases with community development initiatives. In order to receive aid from the Global Fund, the community must not only demonstrate need, but also a results-driven approach to solving problems within the community. In order to maintain assistance (as grants are given on an annual basis), the community must demonstrate that their model is effectively solving these problems and that Global Fund resources are crucial to the sustainability of their project.


(RED) outlines their business model by using a problem-solution method. Basically, the problem is AIDS in Africa and the lack of resources to educate those at risk and to treat those who have already contracted the disease. The solution lies in our hands, and in our wallets. By purchasing (RED) branded products we are actually making a difference by placing antiretroviral medication (ARV), the lifeline of HIV patients, into the hands of those living with HIV in Africa for about forty cents a day (per patient). Doctors have titled the complete turnaround due to these ARV’s the Lazarus Effect, since the patients often close to death have been given new life.

However, as consumers and good samaritans, we often want to see tangible results or impact of our good deeds. The minds behind PRODUCT(RED) have thought of that and have placed both results pages and success stories on their website.

One of the major setbacks of cause marketing in general is that is requires a lot of trust on the part of the consumer. Consumers must believe that their money is being used responsibly and, unfortunately, every now and then a scandal will come along that will waver our trust in the motivations of these companies. Well, (RED) has solved that problem by explaining on their website the ways in which our money helps those who need it most.

By partnering with well-established brands such as Gap, American Express, Apple, and Starbucks, consumers are able to purchase their favorite products while making a positive contribution to an incredible cause. As father and founder of (RED) and lead singer of U2 Bono says in his Elle magazine letter, times are tight and giving is hard. But, by purchasing the (RED) brand of your favorite products, you can enjoy your favorite items and truly make a positive impact by “doing the (RED) thing.”

To learn more about how you can help, visit: www.joinred.com

Check out these powerful Global Fund photo essays from countries ravaged by AIDS, tuberculosis and malaria at:
http://www.theglobalfund.org/en/accesstolife/

Images provided by: www.joinred.com

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