Pepsi announced in late 2009 that it would sit out the Super Bowl. Instead, they focus on a new cause-oriented marketing campaign early next year. This campaign is a long term term, multi-millon-dollar grant program for charitable causes selected by consumers.
According to Steve Drake, Cause Marketing happens when a not-for-profit and a for-profit partner for purpose, passion and profit. This is a trend we can all get behind, right?
Steve Drake, President of Drake & Company in collaboration with The Center for Association Leadership put together this tremendous deck on the power of Cause Marketing.
Why should you consider Cause Marketing:
85% of Americans have a more positive image of a product or company when it supports a cause.
91% wanted companies to show them how they are supporting causes
79% want to work for a company that cares how it impacts society
Please share your thoughts. By making a stand on SuperBowl ads, has Pepsi ignited a positive new trend?
To participate in a local Cause Marketing campaign, join us at the Florida Direct Marketing Association Kickoff event on January 28th, 2009. The event features Bob Burg, teaching the principles of his best-selling book, The Go-Giver. In the spirit of the event, and on-topic, the FDMA will be donating proceeds to the Broward Partnership for the Homeless. To register, visit the Florida Direct Marketing Association website.
Filed under: C-Suite, CEO, CMO, Here's Why This Matters, Marketing Tagged: | C-Suite, CFO, CMO, Here's Why This Matters, Leadership, Social Media for Business
[...] The 4Q earnings call is right around the corner. The CEO wants to make sure investors and the general public know how much the company cares. The CMO can make the CEO a hero with cause marketing campaigns. By the way, it’s the right thing to do and the time is now. For more on Cause Marketing, check out this month’s post Get Caught Doing Good. [...]