“Cause-related marketing as we know it, is dead. It is no longer enough to slap a ribbon on a product. Americans seek deeper involvement in social issues and expect brands and companies to provide various means of engagement” ~ Carol Cone
Carol Cone “is a requested expert around the globe on CSR, cause branding and corporate citizenship. In 2007 PRWeek called her ‘arguably the most powerful and visible figure in the world of cause branding.'”
If this is the voice saying cause-related marketing as we know it is dead, then we should all sit up and pay attention. In the first decades of cause-related marketing, a perfunctory association with a cause was enough. Not so any more. If you’re considering getting involved with a cause, looking for a cause to support or re-thinking existing marketing or partnerships, now might be the time to consider upping the ante.
- Why are you involved or do you want to be involved?
- How deep an alignment are you interested in?
- How much does this cause resonate with your target market and your employees or team members?
- List 10 ways you could provide engagement with this cause.
- Can/should you build your cause-related marketing around a theme (water, children, health, etc.) rather than a single organization? Would choice help your engagement or hurt your focus?