OCTOBER 18 – NOVEMBER 1, 2012 EDITION
A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
CAUSE MARKETING PROTECTING CONSUMERS HELPING CHARITIES
New York Attorney General Schneiderman has issued Five Best Practices for Transparent Cause Marketing and its states that “companies and charities are urged to adopt these practices in their cause marketing campaigns.” This is super interesting, something cause marketing professionals should be aware of and potentially significant for the cause marketing landscape even if you are not a ‘New Yawk-er’.
CAUSE MARKETING MATURES INTO MEANINGFUL MARKETING
“And the terms they are-a-changin’” Ok for those of you who may not be, ahem, ‘seasoned’ enough to be Bob Dylan fans you may miss this particular play on words. BUT you should certainly be aware of the ‘term jostling’ taking place in the cause marking space these days. This is all good in my humble opinion because it shows that cause marketing is evolving. This IEG article on “Meaningful Marketing” highlights specific integrated partnerships as well as the factors driving the “meaningful marketing momentum”. Hmmmm momentum what a great term!
WHY PEPSI CANNED THE REFRESH PROJECT
Convincing (hindsight) insights from Cone’s Craig Bida on the “sunsetting”* of the Pepsi Refresh Project. Included are Bida’s 5 reasons the campaign was “flawed”, the influence the campaign had on crowd sourcing as well as why the shift away from the Refresh Project was smart from a branding perspective.
IN STORM RELIEF, BRANDS ARE FIRST RESPONDERS
While there will be lots more to come on cause marketing efforts around hurricane Sandy, this article points out an interesting component of support – NOT waiting to help. Detailed are retailers who took steps to make a local impact in advance of the storm hitting. This clearly shows the integration of the idea that corporations must give back to communities into corporate culture – that cause marketing is much more than an afterthought.
*in the spirit of full disclosure I must give credit for the term “sunsetting” to Campbell’s Dave Stangis which he used during the VolunteerMatch webinar “What’s the Difference? Exploring the Convergence of Cause Marketing & CSR”.
