filter by tag: marketing

February 3, 2012 at 10:15 AM by Research & Insights

There's no question social media has become the great equalizer of our time – amplifying the messages of individuals, small organizations, grassroots movements and activist minorities that otherwise may not have had a voice. Through social media, people have banded together to create calls to action, solve for tough social problems and help direct corporate philanthropy. Yet even in today's wired world, sometimes there is still no replacement for the power of advertising – crowdsourced, of course.

 

 

LoudSauce is the first crowdsourced media buying platform, which helps small social ventures, nonprofits or individuals amplify their messages in a way that was once reserved for bigger brands with even bigger budgets. By rallying supporters through an online crowd funding platform, LoudSauce raises enough funds to purchase TV, billboard, radio, print or online ads that were originally out of reach for smaller organizations. In one case, 259 individuals joined forces to help a local nonprofit, Uniting NC, fund three digital billboards in North Carolina to promote religious and cultural tolerance across the state. In another example, censored Canadian environmental artist Franke James found support in just 55 funders, who raised funds to line bus shelters with ads, seen by over 1 million Ottawans, to raise awareness for her plight.

With this innovative fusion of social media crowdsourcing and traditional media advertising, no longer are Facebook and Twitter the only marketing channels at the disposal of smaller causes. These groups too can put a "CMO" to work for their cause – a crowdsourced marketing opportunity.

Tags: marketing cause donations crowdfunding crowdsourcing

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July 15, 2011 at 12:08 PM by Research & Insights

When it comes to marketing your cause, are you thinking outside the box (or in it)?

It’s time to think beyond the print ad and webpage and do something a little more eye-catching to make sure your cause program gets attention. With limited budgets and an even more fragmented consumer attention span, cause campaigns are getting creative. This month, Twitter feeds were abuzz about a billboard. Nothing new, you say? Well, what about a live, plant-covered billboard that absorbs air pollution as it promotes the World Wildlife Federation and Coca-Cola? More than 46,000 pounds of carbon dioxide is certainly nothing to cough at. In Ohio, Charter One and the Ohio Association of Second Harvest Foodbanks are betting consumers won’t miss a billboard with “nothing” on it. The organizations teamed up to raise awareness that many families have nothing to eat with a series of billboards with only the word “nothing” written on them in big bold letters.

 

 

Another cause campaign is thinking a little more inside the box. That box just happens to be a pop-up store on the beach. H&M recently created a beach-themed pop-up shop where 25 percent of all sales proceeds go to support WaterAid. The company placed the shop – you guessed it –on the seashore of Scheveningen, a popular seaside resort in The Hague. Speaking of water, Denver Water, a Colorado utility, is coming up with fresh ways to utilize public space to convey a message. The utility recently launched a campaign to show just how much water a running toilet can waste with bright orange barrels piled high in downtown Denver. Other Denver residents found benches reduced to one quarter the normal size and emblazoned with the tag, “Use only what you need.” Finally, a charity book sale in Greenville, South Carolina came up with another clever use of public space with stairs that became larger-than-life books and parking garage windows that were transformed into giant bookshelves. The public space was donated by the city, and the book drive is now deemed the country’s most successful.

Can’t-miss-it advertising and marketing is not the dominion of corporate brands alone. It just takes a little thinking outside the box – or billboard, bench or bookshelf – to make an eye-catching statement for your cause.

Tags: marketing campaigns nonprofit advertising cause

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July 7, 2011 at 4:27 PM by Cone Communications

A recent dining experience at an (unnamed) Boston restaurant left me with more than an unsatisfied tummy.

At the restaurant, I quickly noticed the menu (and the restaurant’s website) loudly broadcasted messages about both the food and wine being produced using “ecologically sustainable methods.” When our waiter came to take our drink orders, I asked him what it meant exactly that the wine choices were produced using such methods. The waiter returned my question with a blank stare and, after an agonizing 10 seconds, responded, “I have absolutely no idea.”

 

As a communicator, what’s most concerning to me about this encounter is not only the blatant “greenwashing.” Rather, it’s that this incident demonstrates how words like “sustainable” – which are meant to evoke leadership and responsibility – have simply lost their meaning. The waiter did not seem the least concerned by my skepticism or his ineffective response. This suggests the restaurant may have been operating under the assumption that its patrons would just take at face value words like “ecological.” After all, these are some of the more commonplace environmental phrases in the English language today.

But these expressions have become so overused, that they are now oversimplified. As a result, it’s not enough for organizations simply to parrot these phrases; instead, they must:

1) Be prepared to defend their words. Words can only go so far. Organizations need to back up these words with action – or evidence of action – in order to engender stakeholder trust. Spouting values must not replace living values.

2) Prepare employees to be credible ambassadors of their core messages. The above example underscores the importance of ensuring that employees both understand and can effectively communicate organizational messages. Front-line employees serve as the face of an organization, and how they represent that organization influences stakeholder perceptions.

In an ideal world, organizations would take full responsibility for their words and how they use them. But in reality, organizations often need an extra push. The FTC Green Guides are a good step in urging organizations to use discretion in environmental marketing claims. But what these organizations really need is a shove. So, much of the onus is on us as consumers – and communicators – to encourage responsible behavior. We need to continue to ask smart, challenging questions that compel organizations to take responsibility not only for their deeds, but also for their words. What’s more, we need to hold smaller organizations like this restaurant establishment equally as accountable for their environmental claims as we do the “big dogs” of corporate America.

 

I, for one, will likely not be dining at this particular restaurant again. Both its “sustainable” wine and communications left much to be desired.

- Jamie Josephson, Senior Account Executive

Tags: restaurants marketing greenwashing wine sustainable

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March 25, 2011 at 1:15 PM by Research & Insights

Three years after Cone conducted its 2008 Green Gap Survey, the latest look at Americans’ perceptions of environmental marketing claims proves not much has changed. Sadly, consumers are still confused and overwhelmed, according to the 2011 Cone Green Gap Trend Tracker.

The data reveal many consumers misinterpret common phrases used in environmental marketing – thinking terms such as “green” or “environmentally friendly” indicate a positive impact on the environment (41%) – giving products a greater halo than they may deserve. Despite their misinterpretations, consumers don’t take environmental claims lightly. Most say they will punish a company by boycotting a product (71%) or even a company’s entire suite of products (37%) if they find an environmental claim to be misleading.

A recent controversy at risk of consumer backlash is the case of S.C. Johnson’s “Greenlist” label on its Windex and Shout products. A civil lawsuit raised questions about consumer deception, saying the Greenlist label implied third-party verification, when in reality it is a self-imposed label and rating system. Although the 2011 Cone Green Gap Trend Tracker found that a majority of consumers (51%) interpret an environmental “certification” on-pack to mean it has been verified by a credible third party, the Greenlist case proves this is not always an accurate assumption.

There is hope for marketers taking an authentic look at their companies’ environmental impacts – a majority of consumers (75%) say a company does not need to be environmentally perfect, as long as it is honest and transparent about its efforts. But consumers do want companies to help them better understand the environmental terms they use (75%), even by providing detailed information on-pack so they can make informed shopping decisions at the point of purchase (79%).

Americans today are interested in environmentally responsible products, yet they clearly need more information to make the right decisions. Generic claims will no longer cut it among discerning consumers; therefore, corporate claims must be accurate and properly aligned with consumer perceptions. Companies must be transparent to garner trust or risk facing the consequences.

The full 2011 Cone Green Gap Trend Tracker is free to download on the Cone website.

 

 

Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB 

Tags: corporateresponsibility transparency environment sustainability marketing labels research cone

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November 23, 2010 at 12:46 PM by Craig Bida

Can you find the cause in this picture? Look hard – it’s in there somewhere, hidden among price-per-gallon signs, no smoking instructions and hot dog ads…

 

 

In case you didn’t find it, here’s the answer: It’s Citgo’s Fueling Good, a program through which Citgo gives away a year's supply of fuel and a case of motor oil to a deserving nonprofit, helping them by paying for transportation to deliver their mission (a recent winner was a Maine animal shelter).  

 

This advertisement for the program, viewed in context of real-life gas pump clutter, highlights a critical challenge for cause marketing that has nothing to do with cause and everything to do with marketing: A need to focus on fundamentals to break through myriad commercial messages that target us every day.

 

In this example, the drama in the Fueling Good advertising – created here by prominent positioning of the iconic, typographically bold one-way sign – is misdirected. It doesn’t focus on the program’s core benefit of doing good in local communities. Smaller print invites the reader to learn more by going to a website, but how many people would read – let alone act – on that?  

 

We live in an era of high expectations, with over 90 percent of Americans expecting companies to tell them directly how they are changing the world via improved products, services and operations. The lesson is simple: Act and communicate. No matter how bold or world-changing the efforts you are making, if you aren’t communicating them in a clear, compelling way, no one will know. Even worse for your brand, people might think you aren’t doing anything.  

Tags: marketing causemarketing communications

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October 15, 2010 at 12:47 PM by Research & Insights

Social marketing, which aims to capture attention and initiate behavior change, is most effective when it evokes emotion and feelings. But what if it’s the feeling of your stomach turning? While effective social marketing is often “edgy” (e.g., showing body bags to curb youth smoking), two recent campaigns demonstrate how shock-factor can range from the effective to the offensive.

A PSA for the 10:10 global campaign, a program focused on encouraging participants to cut carbon emissions by 10 percent each year, caused outrage with the extreme measures it took to show what happens when people opt not to take action to fight climate change. Particularly offensive was a segment in the “No Pressure” video in which a teacher blows up students who refuse to take part in cutting emissions. The gory video prompted Sony U.K. to distance itself from the organization by dropping all support for the climate change campaign. In response, the video director issued a public apology for the offensive imagery.


Less graphic, yet similarly stomach-churning is the New York City Health Department’s latest campaign against sugar-sweetened drinks. The print and video ads depicting sugary drinks as glasses filled with globs of greasy fat are enough to catch eyeballs and make stomachs spin. Knowing that nearly six out of 10 adults and four out of 10 kids in New York are overweight or obese, the Department aims to discourage residents from a daily soda habit, which can add 10 pounds of fat in a year. Though some have applauded the NYC Health Department for its efforts to curb obesity, several are left with a bad taste in their mouths.


The NYC Health Department strikes a balance between attention-grabbing and gut-grabbing, but the 10:10 campaign tipped the shock-factor scale over the edge. The climate change PSA’s lack of sensitivity ultimately cost the 10:10 campaign a major corporate sponsor and a huge amount of credibility among peers. It will stand as a warning for other organizations looking to get a message out in an eye-catching way – it may get you attention, but is it the right kind? There is a fine line between communicating an issue and taking a message too far.


Tags: environment marketing campaigns trends health

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July 19, 2010 at 1:51 PM by Cone Communications

The YMCA of the USA’s announcement that it will now be known as “the Y” has received widespread coverage, including the requisite quote from the Village People. (Let’s get this out of the way: The Village People said they will continue to perform their hit song with the full four letters.) The launch of the new brand, the organization’s first in more than 40 years, was developed to better reflect the work it does and more clearly organize its programming, according to a June 12 YMCA of the USA press release.

The Y’s refreshed brand represents a new day for the organization. The new name aligns with how most people refer to it, and this alignment will help the Y become “warmer, more genuine” and “more welcoming,” according to Kate Coleman, the organization’s senior vice president and chief marketing officer quoted in a New York Times article.

But does “the Y” really do a better job of representing an organization that has traditionally been known as the neighborhood “swim and gym”? Other nonprofits have changed their names (Christian Children’s Fund became Child Fund in 2008) and refreshed their brands (Girl Scouts of the USA launched its new brand strategy July 7). These updates have been, at least in part, an effort to broaden donor appeal, boost membership and compete for corporate dollars in the increasingly marketing-savvy nonprofit industry.

For other organizations, updating the external brand – perhaps adding a new visual cue or making a change to the name – is only part of the story. In the Y’s case, the new brand also includes a reorganization of programs and services, so that everything they offer rolls up to one of three focus areas: youth development, healthy living and social responsibility. This realignment will help the Y concisely define what it stands for, a critical piece of organizational DNA and yet also a daunting challenge to identify for nonprofits, like the Y, who seem to do everything.

 

 - Kate Dyer, Account Executive

Tags: marketing nonprofitcausebranding campaigns nonprofitpowerbrand100

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April 6, 2010 at 11:32 AM by Chris Mann

Cause sponsorships are a great way to enhance your existing cause branding platform, drive sales of specific cause products or introduce your marketing and sales teams to the power of cause through a medium they’re more familiar with. Here are some tips on how to make sure you are getting the most out of your cause sponsorships (or any sponsorship for that matter):

 

1. Make a commitment – Consistency and frequency are the keys to making your presence stick in people’s minds, so choose your cause sponsorship carefully and plan for a long-term commitment if possible. Think through why you are signing the sponsorship and envision how it could look one, three and five years out. Does the cause align with what your brand stands for or is it just a short-term vehicle to reach your target consumer? Is the property sustainable and do they have a solid growth plan? Are they interested in helping you reach your goals? Are you committed to helping them reach theirs? These are all questions you should be able to answer.
   
   
2. Put yourself in their shoes – Before you plan any activation, go see the sponsorship property in person. Talk to participants, fellow sponsors and event organizers. Even better, sign up as a participant yourself to get the full experience. Think about how you can add value for the event and its participants first and your brand/company second. Participants will be much more interested in what you have to say once you show them that you understand and want to add to their experience.
   
   
3. Show some love to the small & local – If your sponsorship is with a national organization or event series, make sure you have something for their local affiliates/chapters/offices. Oftentimes, the local staff doesn’t see the dollars you give to the national organization and have their own local sponsors to take care of. Find ways to offer volunteers, money and product on the local level to earn their support. You’ll get better communication and cooperation in return.
   
   
4. Activate for the behaviors you want – Word of mouth and referrals are more powerful than any other form of advertising or marketing. Plan your activation to encourage participants to use your product on-site in fun and visible ways. Find ways to specially recognize and thank participants who are already loyal customers. Reward them and they will reward you.
   
   
5. Help everyone share in the experience – Educate and involve your employees and customers about your sponsorship in advance and give them ways to get involved. Use all of your internal and external vehicles to talk about the cause sponsorship and offer direction on how to learn more, participate, donate, volunteer and spread the word.

Follow the above tips and you’ll be on your way to a sponsorship that helps your brand stand out, engages your customers and makes a real difference.

 

 

- Chris Mann, Account Director

Tags: marketing employees causebranding nonprofitcausebranding sponsorship

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February 10, 2010 at 12:08 PM by Cone Communications

I recently participated on a panel organized by the Corporate Volunteer Council of Greater Boston. The topic was “Telling Your Story, How and When to Showcase Volunteer and Philanthropic Programs.” At Cone, we believe telling your story is a critical piece to ensure your cause-related efforts are most effective in making both business and social impacts.

 

 

Here are 10 best practices for pitching your cause efforts to the media:

1. Don’t Be Shy! – These days both consumers and employees expect companies to “stand for something” and those expectations continue to rise. Even during the current economic downturn, 52% of Americans have the same expectations for companies to support causes, while 26% believe companies should be doing even more. And consumers want to know what companies are doing – 91% of Americans believe that companies should communicate their cause efforts. So be proud of the great work your company is doing and find newsworthy ways to tell your story!
   

 

2. Be Authentic – While you’ll want to find the right angle to pitch your story, you always want to make sure you are being authentic and transparent. Consumers are savvy and look for companies that “walk the talk.” Make sure that your story is credible and be willing (and prepared) to share the details of your efforts.
   

 

3. Identify Your Objectives – Getting your story published should not be your end goal. Hopefully there is a strategy behind your efforts. Understand what you are trying to accomplish by telling your story. Do you want to be seen as a good corporate citizen by the local community? Are you looking to get in front of potential employees or existing stakeholders? Are you trying to recognize the efforts of your current staff? Identifying your objectives will help you focus your efforts and determine the best channel(s) for reaching your target audience(s).
   

 

4. Consider All Your Channels – The local news media is just one of many communications channels available to you. Take some time to brainstorm potential channels and then identify those most appropriate for reaching your target audience. If you are looking to reach an external audience, think beyond traditional channels to include social media, blogs, etc. You may also engage your nonprofit partner to release its own announcement and add a layer of credibility to your story. If you are looking to reach an internal audience, consider leveraging your employee newsletter, intranet, staff meetings, etc. Be creative and give these channels the same thought and care you do to external communications.
   

 

5. Make It Their Story – Keep in mind who you are pitching your story to and why it matters to them. Find a way to make it their story. For example, you might pitch your most recent volunteer effort to revamp a local computer clubhouse to a reporter covering the tech beat, focusing on how your company is addressing the digital divide.
   

 

6. Focus On A Trend – Try to align your story with a broader trend. The recession continues to be the biggest story of late, so positioning your story in light of the recent economic downturn may help it get some traction. Or, even better, identify a new trend and pitch an exclusive. Journalists love the opportunity to be the first to cover a story. At the same time, take care not to capitalize on something in the news simply to be timely. Ensure there is a relevant and appropriate connection to your cause. Leveraging the recent tragedy in Haiti to tell your own story, for example, could be viewed as insensitive.
   

 

7. Show Impact – Highlight the measureable, positive impact your company is making. This may include the number of employees engaged or the number of youth served. Whatever it is, demonstrating the positive effect you are having on society will illustrate the importance of your efforts and make it more newsworthy.
   

 

8. Tug On Some Heart Strings – While data are important, making your story emotionally compelling will be most effective in getting your message across. Tell the personal side of your story, whether it be from a volunteer, beneficiary, or even employee, perspective.
   

 

9. Use Visuals – Provide images, from pictures or videos, to help bolster your story and highlight your emotional human tales. A picture really can be worth a thousand words!
   

 

10. Continue To Do Great Work! – At the end of the day, it’s the powerful work you are doing to support a cause that is most important. Continue to find creative ways to leverage all your assets to benefit both business and society, and your story will tell itself.

- Erica Vogelei, Account Director

 

Tags: causebranding nonprofitcausebranding marketing

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September 28, 2009 at 4:48 PM by Research & Insights

Voting for the 2009 Getting Attention Nonprofit Tagline Awards is now under way, and you can help determine the best of the best. According to founder Nancy Schwartz, voting will:

• Sharpen your understanding of what does and doesn’t work in nonprofit communications.
• Inform and inspire your organization’s messaging.
• Give you the chance to register for the free 2009 Nonprofit Tagline Report, with 2,500 tagline examples.

 

What are you waiting for? Be heard by casting your vote for 13 different categories, and then register to receive the free report, including the 2009 winners. Polls close on Wednesday, September 30 at midnight, so don’t delay!

 

Tags: nonprofitcausebranding marketing nonprofit awards

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June 12, 2009 at 12:20 PM by Research & Insights

In 2008, the U.S. Federal Trade Commission (FTC) began a series of public workshops to review its “Guides for the Use of Environmental Marketing Claims.” Initial sessions focused on carbon offsets, product packaging (for which Cone shared findings from its 2008 Green Gap Survey) and buildings and textiles. But since then, momentum seemed to slow.

 

Until this week, that is, when rhetoric turned to action as the FTC cracked down on Kmart and two other companies for making deceptive biodegradability claims. Kmart claimed that its American Fare private label brand of paper plates was biodegradable. The FTC challenged the retailer not because it questioned whether the paper plates actually decompose, but instead because of the way Americans typically dispose of their trash- in landfills where the plates have little hope of degrading. In essence, the FTC is indicating that it is not just about the inherent accuracy of the claim, but whether consumers can realistically act upon it.

At the same time, the House subcommittee on commerce, trade and consumer protection held a hearing entitled “It’s Too Easy Being Green.” In testimony, James Kohm of the FTC’s Bureau of Consumer Protection explained:

“Competition based on green claims drives businesses to greater innovation, which ultimately benefits consumers by increasing the availability of the types of green products and services they desire. For the marketplace to thrive, however, companies must compete on the basis of legitimate advertising claims and consumers must be able to rely on those claims.”

Kmart may be under fire today, but as the FTC continues to investigate instances of greenwashing, we can expect that more companies will follow.

 

Cone VP Liz Gorman expands upon the Kmart case in her post.

 

 

For much more news on this topic, please see our weekly newsletter. Click to subscribe to Cone's newsletter.

Tags: FTC corporateresponsibility marketing

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May 22, 2009 at 11:36 AM by Research & Insights

The Humane Society of the United States is showing a softer side for one of its former animal cruelty targets. The nonprofit organization has partnered with football sensation turned convicted dogfighting offender Michael Vick to become its anti-dogfighting campaign spokesperson. Wait - what?

 

That’s right, the very organization that rallied against Vick and helped put him behind bars in 2007 announced he will become the face of its campaign. The incentive for Vick is fairly clear. Looking to repair his damaged reputation following his fall from the sporting spotlight, he likely sees aligning with the cause as a direct route back into the public’s favor.

 

 

For The Humane Society, however, the choice to engage a man prosecuted for animal cruelty is harder to grasp. But the organization is using the outcry to its benefit. The aftermath of the scandal actually gave The Humane Society and other animal organizations a unique opportunity to draw upon public attention and address the issue of animal fighting. As his sentence comes to an end, the organization believes working with Vick will provide a direct line of communication to the urban youth it is trying to reach with its anti-dogfighting message. Vick himself grew up exposed to dogfighting and claims he didn’t question its immorality when he became an adult. Perhaps like drunk driving offenders or former drug abusers who take to the speaking circuit to share their “lessons learned,” Vick may supply an authentic voice to the campaign the organization couldn’t achieve with another spokesperson.

 

Partnering with celebrities, as we’ve discussed in previous articles, is always a perilous venture, but joining with one so blatantly in conflict with your organization’s mission is nothing short of treacherous. The Humane Society is taking the controversial decision in stride, claiming it will “reserve judgment until he demonstrates that he's part of the solution rather than a further part of the problem.” Time will tell how the public, Humane Society supporters and animal rights advocates react to this unlikely partnership. Frank, ongoing communication from the organization will be critical.

 

Tags: currentevents advocacy marketing campaigns engagement celebrityengagement

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May 15, 2009 at 2:23 PM by Research & Insights

Want to really engage consumers in your cause efforts? Then give them a voice. Target, well-regarded for its philanthropic commitments, relinquished some control this week as it launched “Bullseye Gives,” a campaign allowing consumers to decide how to give away Target’s money. The company will divide a $3 million donation among its 10 charity partners, determined by consumer votes on the Target Facebook page.

 

 

Consumer-centric philanthropy campaigns like this are not new, but they are clearly resonating. In the past year, American Express, Western Union* and Trip Advisor have all launched similar consumer-driven online contests, powerful because they offer unique benefits to all parties.

 

First, online contests’ user-friendly, low- to no-cost tools provide companies a channel to connect with consumers on a more personal level than traditional checkbook philanthropy (in turn, perhaps breeding greater trust, engagement and loyalty). It allows consumers to select a cause of importance to them, which, according to Cone’s research, is the leading factor (84%) they say will influence their support of a company’s social efforts. And, as The New York Times says, such campaigns are “adding yet another weapon to charities’ fund-raising arsenal” while also building awareness. Most importantly, it helps level the playing field for both consumers and nonprofits who all have an equal voice in influencing the outcome. Bullseye.

 

 

For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.

 

*Cone Client

Tags: engagement campaigns fundraising causebranding newmedia philanthropy marketing donation

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April 17, 2009 at 1:25 PM by Research & Insights

Tide may be going back to cause marketing basics, but it has also upped the ante considerably for consumer packaged goods cause promotions in the grocery aisle. The detergent brand recently announced that, at least for a limited time, it will give its bottle a complete overhaul, including a special yellow cap and imagery to support its cause marketing program, “Loads of Hope.” This is the most radical change to its packaging in its 60-year history, and it is the next evolution in Tide’s cause marketing program which helps families affected by natural disasters.

Cause marketing efforts are proliferating online, but it is nice to see that on-pack and in-store messaging has not lost its luster. It is a proven way for companies to connect to consumers at point-of-sale and to reward them with an effective dual benefit: a do-good feeling even as they shop for everyday staples.

 

Other cause marketing fundamentals that are resonating as consumers weather today’s tough economic climate:

• Coupons (example: Jiffy Lube’s* “Maintenance Partners for Life” program with the American Heart Association*)
• Turn-key engagement opportunities (example: Betty Crocker’s* “Stirring Up Wishes” program)
• Tangible impact (example: Disney’s buy-a-ticket, plant-a-tree promotion)
• Basic needs, with a twist (example: Campbell’s “Help Grow Your Own Soup” program)

*Cone clients

 

Tags: economy causebranding marketing campaigns

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April 2, 2009 at 4:05 PM by Cone Communications

 

 

Anyone who’s ever heard, “Mom, I gotta go,” knows that Charmin’s sponsorship of SitOrSquat.com is touching lives and improving life. But I must admit it may not be as meaningful a way as P&G does with Live, Learn and Thrive and its Children’s Safe Drinking Water program. Whether you prefer your Charmin strong or just soft, it sure is getting attention! The level of interest waged by this sponsorship shows how sometimes a little bit of levity can bring a lot of positive attention. This online application is certainly bringing Charmin top of mind at this very human moment of truth.

 

Now, if we could only link the brand to a worthwhile cause…something that fits with their equity…hmmm…what about helping prevent diarrhea…seriously…diarrhea from contaminated drinking water is a leading cause of death among the developing world’s children. If we could tie the two, Charmin and helping children in need live without diarrhea by drinking clean water, while also helping your children find a place to sit or squat -- now that could be a winning proposition.

SitOrSquat.com is not perfect though. When I put in my own zip code, the only public loo was posted as Scotty’s Service Station, but the location it pointed to was my friend Patty’s home on the end of a dead end street! Patty has a great loo, but don’t go knocking on her door asking to sit or squat!

 

 

Alana Schmitt Burns, Vice President

 

Tags: newmedia causebranding marketing campaigns

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March 13, 2009 at 1:29 PM by Research & Insights

A new report confirms short-term price cuts do little to breed customer trust or loyalty. In fact, the Yankelovich poll says, they can actually be damaging to your brand. Seventy percent of respondents said that price cuts probably mean the brand is overpriced to begin with or the company is just trying to move old product. “People are suspicious if you significantly discount your brand,” explained J. Walker Smith, president of Yankelovich Monitor. “If you make significant changes in your value proposition it can confuse them. You have to give them reasons to buy stuff as opposed to just lowering prices as a knee jerk reaction to the economy.”

 

 

But how can companies appeal to penny-pinching consumers who, at the same time, are seeking greater value? Forbes reports on several alternative ways companies are helping recession-weary Americans get back on their feet:

• FedEx, hoping to help those affected by layoffs, offered to print 25 free resumes for customers looking for a new job
• Hyundai offered to buy back cars purchased before a layoff
• The New Jersey Nets offered free tickets to unemployed fans who posted their resume to the team’s online job site
• JetBlue is refunding tickets for customers who lose their jobs after booking flights
• CitiMortgage (subsidiary of CitiGroup) offers three months of reduced mortgage payments for newly laid-off borrowers
• Various restaurants are running “Pink Slip” promotions, including Laiola Restaurant in San Francisco who offered a free meal to anyone who was recently laid off

Rather than slashing prices across the board, these companies are zeroing in on opportunities to show they care and to make life a little easier for consumers. For their effort, they will reap the reward of having a loyal customer base once the market turns around. Consumers who take advantage of companies’ generosity in their time of need are likely to return when they do have money to spend.

Have you seen other examples of companies stepping up? Tell us about it!

Tags: marketing research corporateresponsibility economy campaigns

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November 11, 2008 at 10:53 am by Cone Communications

A year ago, at a dinner with some very talented senior communications professionals, we went around the table and stated who would run for President.  Hillary and Rudy.  We were all so convinced.

 

Mind you, many of these talented pros had technological knowledge deep in their blood.  Yet Obama was not mentioned by one.

 

When he beat Hillary, I knew he might just win. Yes not deeply experienced in our established political system, yet he was a community organizer.  He knew the streets, and knew how to listen, organize and build a base from which to gain results.  He knew the grassroots and how powerful roots can spread and grow to amazing heights. 

 

 

I am truly awed by Barack. I believe he is the 'real deal'  or perhaps WYSIWYG (What You See Is What You Get). A very consistent, level-headed, authentic leader who knows how to reengage millions and empower those who never, ever felt power. He beat an imperial political system with an open-source, people-powered, technologically-based operation. Yes, he has a broad and wonderfully diverse political base. He also has a database of millions that he will use to govern. 

 

For those of you who aren't in his database, the simple message he sent on the night he won was so touching and right.....at 1:21am  he said:  We just made history. And I dont want you to forget how we did it....I want to thank all of you who gave your time, talent and passion to this campaign....We have lots of work to do to get our country back on track and I'll be in touch soon about what comes next....But I want to very clear about one thing.....All of this happened because of you.

 

                                   Thank you, Barack.

 

We will have change. And we need it so desperately. He saw what was wrong with this country.....as the New York Times stated, 'the utter failure of government to protect its citizens.'

 

We have elected a man with great character. We have elected a man that truly embodies the spirit of what has made this country great: the American dream. We have been given reasons to hope again. We have given the world a refreshed view of our ability to be inclusive, bold and caring.

 

We have been wise to elect Obama at a time when our challenges are so great and when our collective energy, wisdom, and humanity will be called on to forge new social, economic and environmental systems. For our country and our world to thrive, we will need each other more than ever.

 

Perhaps the thank you should be in return: Thank you, Barack. 

-Carol Cone

                                        

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November 7, 2008 at 12:57 pm by Research & Insights

What do Obama and Western Union have in common?

Both have successfully tapped into the power of Millennials in their recent campaigns.  Our research shows that an astounding 88% of 18-24 year olds use social networks, and both “brands” have been able to engage this growing market. Marketers are finding social media to be a valuable platform for promoting their cause, and young Americans are increasingly accepting of being marketed to online.

Many have attributed the success of president-elect Barack Obama’s election campaign to his ability to utilize new media platforms in his campaign. He was able to rely on his Internet presence for much of his record-breaking fundraising, and Advertising Age even deemed him “Marketer of the Year” for 2008. The use of social media made his campaign widely accessible and empowered voters to have a voice in the election, especially younger voters who are comfortable navigating this realm of communication. But it is not only future presidential hopefuls who can take a tip from Mr. Obama; the engagement of youth activists is increasingly important, and social media is the way to capture their attention. 

 
Photo Credit: www.Gearlive.com

Western Union, a Cone client, mobilized its cause campaign via Facebook with the launch of its Our World Gives application , which encourages users to vote for one of eight nonprofit organizations to receive a $50,000 donation from the Western Union Foundation.  To date, the application has attracted over 40,000 voters in its attempt to gain awareness among younger and social media-savvy individuals.

As Millennials surpass baby boomers as the largest generation in the United States, the need to engage via online and social media will become increasingly important, and organizations must be prepared to act.  Whether for-profit or not-for-profit, all organizations must take a tip from social media innovators such as Barack Obama and Western Union.  It is no longer enough to be present online, as younger consumers are looking for higher engagement and more power to voice their opinions and show what they stand for.

Tags: Obama WesternUnion newmedia marketing

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September 26, 2008 at 11:47 am by Cone Communications

In “Shock and Awe Makes an Impression,” The Nonprofit Times highlights a handful of cause-related awareness campaigns that have employed edgy messages to break through the clutter.  Organizations such as the United Way of Greater Milwaukee and the Montana Meth Project are startling their audiences into attention with thought-provoking campaigns; however, several other recent news items indicate that provocative campaigns do not always make the right impression.

 

Cause marketing blogger Paul Jones shared his disdain in a recent post over two breast cancer-related cause programs whose “decidedly mischievous approach” struck him as slightly distasteful.  In July, a Virgin Mobile campaign, “Strip2Clothe,” drew such heat that the company, known for its unconventional messages, revised the program to the somewhat more awkward “Blank2Clothe” to appease critics.  Most recently, The Chronicle of Philanthropy discussed a breast cancer charity TV ad which is making some viewers “uneasy,” while others find it “tasteless.”   

 

 

If these accounts are any indication, there is a very delicate line between being original and being offensive.  Organizations must weigh the costs and benefits of embarking on such a program and carefully consider the audience they want to reach, the people they intend to serve, the nature of the issue and existing messages and sentiment within the marketplace.  Yet, there is something to be said for emboldened organizations that push boundaries.  Although provocative campaigns and messages naturally come with risk, the greatest threat often lies in not breaking through at all.   

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September 19, 2008 at 12:06 pm by Cone Communications

New research this week from Duke University found marketers are putting less emphasis on cause- and green-related marketing as priorities due to their pessimism over the economy.  According to the survey, “marketing that is ‘beneficial for society’ or that minimizes the impact on the environment” ranked slightly below three other more pressing priorities, including developing consumer insights, sharing marketing knowledge and preparing for crises. 

 

 

It is not unrealistic to think that consumers may too have other priorities as a bewildering combination of increased prices, decreased sizes and reformulated products line their supermarket shelves.  Yet, even in the best of economic times, cause still competes with traditional shopper values such as price, quality and convenience, so while the consumer value proposition may becoming more acute, it certainly has not shifted entirely.  Cause continues to be a value-add that differentiates companies and brands and, as a quote in Ad Age explains, cause marketing “is still what will get the news.  ...  Your coupon isn’t something reporters or the ‘Today’ show are going to want to talk about.”  We believe consumers are likely to agree.  Upcoming research from Cone finds that Americans have higher expectations than ever before for companies’ cause-related efforts and are very likely to buy.  Stay tuned.

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August 22, 2008 at 1:14 pm by Cone Communications

What's the correlation between burning hawks and disappearing honeybees? Believe it or not, they are both the intended beneficiaries of cause-related marketing initiatives currently in the marketplace. Many organizations are looking beyond health, education and the environment to identify new issues to support that will allow them to stand out amidst the cause clutter, and we may have just uncovered the most far-flung:  A new effort by a California wine company aims to prevent avian electrocutions and deaths as a result of collisions with power lines. Ten percent from the sales of the new 'Burning Hawk' wine label will go to as of yet unidentified groups addressing this issue, which, according to research, costs the state an estimated $34 million a year and kills 174 million birds.

 

Contrast this with Häagen-Dazs' relatively new 'Help the Honeybees' cause program. More than just a cutesy campaign, Häagen-Dazs is facing a real business issue as honeybee populations mysteriously disappear. Bee pollination is essential for the ingredients in roughly 40 percent of the ice cream maker's natural flavors (think strawberries or almonds), and a decreasing bee population threatens flavor variety and risks increased costs that will be passed on to the consumer. Häagen-Dazs has developed a multi-faceted consumer-facing program to raise attention for this niche, though legitimate, business and social issue, which includes cause (a portion of sales from certain flavors will go toward honeybee and sustainable pollination research), a panel of credibility experts and partnerships, educational components, community and employee involvement, advocacy, in-kind donations and extensive marketing both on- and offline. In fact, the company's somewhat bizarre viral bee video has been captivating viewers online to a tune of more than 2 million views in its first two weeks.

 

No doubt, 'Burning Hawk' is addressing an interesting cause, and one that may well attract curious consumers to the label, but it's clearly a stretch to say this issue is strategic or aligned with the business. As more small businesses enter the cause-related space and seek attention amidst dozens of other well-meaning companies doing the same, they would do well to observe the best practices of companies such as Häagen-Dazs, which has brought a seemingly obscure, but pressing business issue to light.

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August 18, 2008 at 3:07 pm by Cone Communications

Consistent with Cone’s findings from our millennial cause research , companies continue to improve their approaches to engaging this socially and environmentally conscious generation. 

In the news this week alone, we see that companies are carefully crafting messages to reach millennials in their roles as employees, citizens and consumers.  As employees, many companies are overhauling recruitment materials and pitches to highlight their community service and environmental initiatives to attract the interest of top young talent.  And as consumers and citizens, companies such as Patagonia are aligning their cause-related messages to tap the energy of the presidential campaign.  In Patagonia’s case, the company is striving to educate millennials about politicians’ records on environmental issues and encouraging them to “Vote the Environment.” 

Despite the millennial generation’s penchant for making a difference, consumerism has not escaped it.  This generation is drawn to “mass brand experiences” which appeal to their communal, pro-social nature, and according to the 2008 College Explorer study, this year’s college class (age 18-30) brings with it a record $237 billion in consumer spending, an increase of 20 percent since 2007.  It’s a ripe field for responsible brands. 

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July 23, 2008 at 9:33 am by Cone Communications

Clip books, impression numbers, web hits: who believes them?  Maybe no one, according to a study reported on by Ad Age .  Such metrics are commonly used as indicators of ROI, but, according to survey findings, “the problem is that CFOs don't seem to buy the CMOs' claims” and meanwhile, “marketers don’t believe their numbers either.”

 

One example: “Only one in 10 marketer respondents said they could forecast the effect of a 10% cut in spending.”  Why?  Most approach marketing as an art, rather than a science.  Sure, who wouldn’t want to know the relative value of a radio spot vs. a TV campaign vs. a guerrilla marketing effort?  But, there are so many variables: how to separate out the power of the message itself, the state of the economy, or the impacts of other campaigns running at the same time?  Hard stuff.  As a result, many simply default to familiar strategies and metrics, making adjustments around the edges based on logic or intuition.

 

Indeed, “perfect” ROI evaluations can be demanding and costly.  But opportunities abound for “good enough” approaches that are practical to implement, more likely to earn respect from executive management and actually provide useful marketing insights.  A few examples:

 

• Simple tracking.   Charting discrete marketing efforts against contemporaneous sales can, over time, reveal valuable trend information to guide decision making and estimation.

• Replace “reach” with “customer value.”   When considering a marketing investment, weigh the cost against the value of the desired sales outcome.  Even if this requires highly speculative assumptions about response rates, engaging in “what-if” scenarios can be a powerful tool for revealing weaknesses of traditional strategies.

• Targeted testing.   Tracking trends and modeling what-if scenarios will often reveal key questions worth spending some additional resources to answer.  Designing “surgical strike” pilot studies or sampling efforts will limit their cost and complement your tracking and modeling efforts.

 

-Farron Levy, CEO of True Impact, a firm that specializes in 'triple-bottom-line' measurement

 

Visit our website for information about Cone's method for evaluating ROI, the Social/Business Return Indicator .

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July 21, 2008 at 9:04 am by Research & Insights

A very powerful and innovative example of how companies can leverage their unique assets to solve pressing social issues was highlighted this week in The New York Times (login required) when an anthropologist living in Africa contacted some of the world’s leading corporations and asked them to help save lives.  But this wasn’t a traditional request- Dr. Val Curtis was not seeking financial support or product donations.  Instead, she wanted to learn how to manipulate people’s behavior.

 

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March 31, 2008 at 4:14 pm by Cone Communications

So why are cause branding, strategic and focused philanthropy and corporate responsibility so important these days???

 

For a very long time, governments have been the primary regulator of corporations and social issues (at least they’ve tried to be around issues).  As long as companies “played by the rules” as defined by laws and regulations, and if they provided, at a good price, quality products or services that met the demands of the rational consumer, business was successful and profitable.  That just isn’t the case today.  One of the reasons the market is different today is because the regulator of companies has shifted from governments and institutions to individuals and consumers.

 

Today, governments struggle how best to regulate: (a) multi-national companies; (b) products and brands that speak to the international marketplace and community of people; and (c) social issues facing our global society that stretch beyond the borders of any one country.

 

So what is the primary regulator today? – The Marketplace!  In other words, every one of us is more powerful today than ever before because every decision and action we make impacts the marketplace. 

So what’s the big deal, right?

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February 4, 2008 at 2:25 pm by Cone Communications

There are no tigers in Africa. And we don't have lions walking in the streets of our towns in South Africa. And it doesn't always rain in England. And Germans do have a sense of humor. And the baseball World Series really does include the best teams in the world. Okay, maybe the last three pushed it a bit too far, but ad people get it so very wrong when they try to paint a global picture, or, when they try to grab the "mysterious Africa" in their ads. I don't mind them trying to put an African face to it. Hey, I was born in Africa and appreciate it when people use the images of Africa to inspire others, but, really people, just get the basic facts right when you do include Africa or when you try to include an African story in your ad.

One ad that was so bad I blocked the company name from my mind was up in Back Bay Station in Boston for a few months. (I know it was a financial company.) It tried to tell the story that they can turn the tables on conventional thinking and conventional actions - a good pitch. One specific ad had a Kenyan Masai (or Maasai) warrior run across the Serengeti. Being chased by a tiger. The ad is trying to tell us that sometimes the tables are turned, and that they can help you turn the financial tables. BUT the Masai is well known for hunting LIONS for entry into manhood. LIONS people. NOT tigers. THERE ARE NO TIGERS IN AFRICA. Can someone hunt down the ad guy who had this moment of "brilliance" please? And then feed him to the tigers. Wherever they might be - try Asia for a start...

Sometimes it is simple mistakes.  This is especially true when the product comes from Africa. Nothing wrong with that, except when you associate the wrong part of Africa with the product. For example, Teavana recently opened a store in the Prudential Center, Boston. (Or, I walked past the store almost every day for the last year and never noticed it.) I really like the shop. Good and healthy teas from everywhere around the world. Problem - they have a rooibos tea from Africa. Well, to be more specific, all rooibos tea comes from a small area about 100 kilometers from Cape Town, right at the bottom of Africa. I know this because I come from that area, and my brother-in-law still farms with the stuff. The logo that Teavana uses is an elephant. You know, elephants are all over Africa. Hmm, not really. No elephants at all in that area. None, nada, zilch, zero. Never had any elephant, never will. But it doesn't stop there. The elephant they use is not an African elephant; it is an Indian elephant. The smaller ears gave it away, you see. Teavana's slogan is "Opening the Doors to Health, Wisdom, & Happiness." I am not happy and therefore not healthy. No wisdom to be found in its messy rooibos logo, either. I think I need a nice glass of authentic English champagne now.

--Henk Campher

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January 11, 2008 at 3:27 pm by Research & Insights

Amidst the proliferation of green communication in the marketplace and growing skepticism among consumers about the authenticity of such messages, the Federal Trade Commission recently began a series of hearings to review its environmental marketing guidelines, the “Green Guides,” last updated in 1998.  On Tuesday, the FTC held its first hearing in the series, focusing on carbon offsets. 

A recent survey by the WPP Group found consumer spending on green products will hit an estimated $500 billion this year, so updating and potentially redefining what it means to be green will benefit not only conscious consumers seeking to minimize their environmental impact through their purchases, but could also be valuable to companies.  Another survey , this one by TerraChoice, examined more than 1,700 green marketing claims and found all but one of them to be “either demonstrably false or that risk misleading intended audiences.”  Companies whose green messages are authenticated by credible business practices will stand out among their competitors in the sea of green ambiguity. 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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October 6, 2007 at 6:14 pm by Cone Communications

Last week, iMedia , a trade publisher and event producer serving interactive media and marketing industries, ran a cover story that I wrote about how cause marketing/branding can help corporations in their efforts to engage audiences online.  Here is the beginning of the story:

How a "cause" can help your marketing bottom line

Cause marketing allows a company to align its core values with a consumer passion and positively impact a societal need.

If you're in charge of marketing for a company, then you spend most of your time looking for some tiny advantage, something to generate buzz and differentiate your offering from the crowd of other marketers.

The audience, meanwhile, cares little about who is doing the marketing or even what technologies you use. They're looking online for the most relevant story or entertaining clip, the website that can answer a question they have or the product that meets a specific need.

While your objective is to build a relationship with your audience, have them remember your brand and talk about you with their friends, they want to find the best information, experiences and stuff quickly so they can move on to something else. 

But how will you stand out? What will drive the transaction that you want?

More and more, your bag of marketing tricks includes sophisticated social media elements, such as blogs, podcasts, video and social networks. But a company can stand apart in a relatively low-tech way as well by aligning with a cause.

You can read the rest of the article here .  Let me know what you think.

 

- Brian Reich

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October 1, 2007 at 10:28 am by Cone Communications

It has been a big week for nonprofit organizations looking to use social media to promote their causes.  On Thursday, at the Clinton Global Initiative, YouTube announced the YouTube Nonprofit Program , a way to make it even easier for people to find, watch and engage with nonprofit video content online.

The program works like this: nonprofit organizations in the United States that register will receive their own free nonprofit-specific YouTube channel where they can upload footage of their work, public service announcements, calls to action and the like.  Organizations will also be able to collect donations with no processing costs using a newly launched version of Google Checkout designed specially for nonprofits. At launch, there will be 13 organizations participating in the YouTube Nonprofit Program including the American Cancer Society, Autism Speaks, ED in ’08, Friends of the Earth, March of Dimes and The ONE Campaign.

Google is not the only big social media player to offer special opportunities for nonprofits to engage with their audience online -- MySpace launched its Impact , Facebook has been offering special development opportunities for groups for months, and Yahoo! and MSN both have dedicated sections.  Of course, there are also dozens of social networks ( Zaadz , Rethos , DoSomething , Care2 , etc.) dedicated to social change and new tools emerging every day.

The platform itself is not the exciting thing - and nonprofits should be careful not to think of the opportunity to launch a profile on YouTube as the solution.  Video presents a powerful opportunity for nonprofit organizations to share their stories, create personal connections with the issues that they address around the globe... and inspire real people to take action.  To be successful, you still need to spend the time and effort to do it right.  I'll use this space in the coming weeks/months to outline some ways they can do that.

But for now, I applaud YouTube for its announcement and for using the Clinton Global Initiative as the platform from which to deliver it -- and I look forward to watching the online landscape continue to change and create new opportunities for nonprofits.

-Brian Reich, Director of New Media

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