Halo marketing 2011
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This document discusses cause marketing trends and strategies. It notes the rise of the "G-Generation" who values generosity and giving back. Cause marketing can differentiate brands and consumers prefer when purchases directly support causes. Women are motivated by emotional, personal causes like health, while men prefer rational appeals. Picking the right cause and structuring communications around personal relevance is key. Tying donations to each purchase can drive repeat buying. Long-term cause marketing investments can build strong brand equity over time.
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Halo marketing 2011
- 1. Halo MarketingThe Who, What & WhyOf Cause Marketing
- 2. What We’ll Talk About TodayThe G-Generation TrendWhy Cause MarketingThe GiversMarketing for a CauseL&G Causes
- 3. 3Generosity TrendFirst Spotted in 2008
- 4. 4First Identified in 2008Emerging Trend: G-GenerationG for GenerosityShift from “me” to “we”Consumers are disgusted with greed and its current dire consequences for the economyCoincides with an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbersReputation 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
- 5. 52010: The G-GenerationGiving is the new taking, and sharing is the new giving! Reputation Economy Sharing a passion and receiving recognition has replaced 'taking' as the new status symbolService Rocks! More people volunteeringGiving 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”
- 7. WHY? Americans want MORE cause marketing83% of Americans wish more of the products, services and retailers they used would support causes.85% reward those companies with a positive image.
- 8. Why? Cause Marketing Differentiates Brands41% buy for a cause - more than double since 1993 (20%).1 in 5 consumers pay more61 % will try the product even though they’ve never heard of it. 80% will switch when price and quality are equal.
- 9. Why? Consumers Want Companies to Act Locally46% of Americans believe that companies should focus on issues that impact local communities. National is 37% Global is 17%
- 10. Why Give?Consumers Prefer Transactional Cause MarketingShoppers 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.
- 12. Who Gives
- 13. Women are compassionateMen are pragmatic.
- 14. Who Gives?Women give for emotional reasons – Anything connected to healthMen want to pay and run
- 15. 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.
- 16. Trying to reach women?When targeting women . . .evoke emotion.Women are motivatedby relevancy & frequency of donating.
- 17. Who Gives: WomenWomen are motivated by causes that hold an emotional and personal relevanceHealth #1
- 18. Who Gives?Moms & MillsMoms - 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
- 19. Who Gives: WomenWomen finddisease prevention particularly breast cancer awarenessthe most compellingcause to supportFollowed by . . . Social changeFaith basedAnimal welfare &Child welfare
- 20. Men wantA rational appeal, A clear benefit No commitmentDrop a check & runGuide them to higher engagement. Who Gives? Men
- 21. How?To Work A Good Cause
- 22. How?Decide what you want to accomplish? What is your goal?Ask your customers what they care about. Get them involved.Make a plan and stick to it.Put someone in charge.Pick a cause that countsToot Your Own Horn
- 23. How? Front LineFrontline Employees are the Key to Cause Marketing Success70% of Americans give more if an employee recommends itTeam 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.
- 24. How?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.
- 25. How? Hyper-Local is the Future of Cause MarketingCauseWorld, 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.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.
- 26. How: Run a Charity PromotionUse your blog, Twitter, Facebook, Foursquare, and in-store materials (use all of your communication platforms) to promote the Foursquare Check-in for Charity PromotionAsk patrons to check-in at your retail location each time they come byCreate a Foursquare special tied to the check-in –> The goal being to encourage a purchaseDetermine 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 charityRun the promotion for a set period of time Make the donation and promote the post promotion success via your blog, Twitter, Facebook, etc.
- 27. HOW: Hyannis Country GardenHoliday Open HouseGoal: Boost sales before Christmas season Partnered with five non-profits Friday night through the following weekendCustomers picked a charity at checkoutThe five non-profits sent flyers to their mailing lists. Local craftspeople invited to show and sell their workAnd they invited their followers to the event. A total of just over $2,000.00 raised for the non-profits.
- 28. 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.
- 29. Great Doers!
- 30. #1 Cause Marketing 2010 Breast Cancer Awareness MonthAdvocates 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.
- 31. 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 changePeople voted on their ideas. In 2010, 7,000 projectsGarnered 51 million votes . . . 287 ideasfrom 203 cities in 42 states $11.7 million
- 32. Top 10 Cause Marketing 2010 according to Ad Age#3 Dawn Saves WildlifeDawn 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 disasterDawn is tough on grease (oil) but gentle on hands and wildlife.
- 33. Top 10 Cause Marketing 2010 according to Ad Age#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.
- 34. What does this mean for you?Evoke emotion in women Appeal to men’s rational side.. Lead to higher engagement. Pick your target then your strategy for cause-branding programsApply strategy to pick cause partnership and structure communication.
- 35. What does this mean for you?2. It’s always personal.Men and women are most influenced by personal relevance.
- 36. Ask customers what matters in their lives
- 37. 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.
- 38. What does this mean for you?3. Tie purchase directlyto the act of giving.The more often a brand gives, the more often shoppers buyThe 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.
- 39. What does this mean for you?4. Long-term giving pays off.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
- 40. What does this mean for you?5. Lead with cause, not brand. 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.
- 41. Green Causes
- 42. Costa Farms: Orchids for CancerLowe’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: $1.50Costa Farms Phalaenopsis
- 43. Proven Winner’s Pink DayGarden centers across North AmericaIncrease 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 CampaignMake a difference for a cause that is important to YOUR customer base
- 44. David Austin Roses ‘Purely Pink’From the sale of each ‘Purely Pink’ English Rose$1 goes to the Breast Cancer Research Foundation.
- 46. Costa & O2 for YouGrassroots Education CampaignThis 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.
- 47. Organic Mechanics School Garden Program
- 48. LocalGood Causes46% of Americans believe companies should focus on issuesthat impact local communities.
- 49. American Beauties & National Wildlife FederationBuying American Beauties brings life to the garden and helps a great cause.
- 50. Every American Beauties plant sold benefits the National Wildlife Federation (NWF) Certified Wildlife Habitat Program
- 51. 25 cents, 50 cents or $1 is donated to NWFPlant A RowGarden writers encourage their readers/listeners/fans to plant an extra row of produceYour GC sponsors events to become resource for growingHost PAR/GW eventsPublicity
- 52. America in BloomBring beauty to communitiesIncrease 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.
- 53. 6th Annual Event
- 54. Good Causewww.GardenMediaGroup.combuzz@gardenmediagroup.com610-444-3040
Editor's Notes
- #16: Empathy versus pragmatism.Women are known to be better than men at showing compassion for others. Women are motivated most by causes that hold an emotional and personal relevance, such as breast cancer prevention.