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« Cause Marketing vs. Corporate Responsibility | Top 10 Ways to Fail at Cause Marketing »
July 5, 2007
Solution to Cause Marketing Burnout? Be Authentic
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
From Bono to American Idol everybody wants to support a cause. That recent surge in cause marketing means it's getting harder to stand out from the crowd. It also means customers are getting tired and overwhelmed.
A recent study by industry pioneer Carol Cone of Cone Inc. as reported in Business Week found that cause marketing numbers are dropping:
- Bought a product in the previous 12 months after learning of the maker's commitment to a cause: 36% in 2007, down from 43% in 2004.
- Willingly paid more for a product that supports a cause: 14% in 2007, down from 28% in 2004.
- Told a family member or friend about a product or company committed to a cause: 30% in 2007, down from 43% in 2004.
So is cause marketing on the way out? Not hardly. But as with any marketing, you can't do it half-heartedly and expect great results. We've always said that the only way to do cause marketing is authentically--not because it's the in thing. And it just so happens that authenticity is one of the cornerstones of our Personality Storyguide™ process. (link via Selfish Giving via Marketing for Good)
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