- Tue, May 24 2011
- Filed under: Cause-related marketing
Marketers spend billions of dollars each year trying to understand consumers all over the world. They then spend over a trillion dollars trying to influence these same consumers through the various tools in the marketing arsenal.
Unfortunately for marketers, it’s harder and harder to do both.
Few consumers want to take the time to take a research survey; many skip the ads on their DVR or are distracted with multi-tasking. They are increasingly resistant to the interruption of conventional marketing, and they are adept at filtering the messages they receive. Marketers are being ignored.
“The people formerly known as the audience,” as Jay Rosen calls them, are not passive consumers awaiting messages; they are often participants in the message, and the rise of social media provides them growing control in the marketplace.
So what is a commercial marketer to do to forge connections in this inhospitable environment? Cause-related marketing is often the answer. When I started out in my work at Network for Good six years ago, the only people at companies who would talk to me were the corporate responsibility folks. Now it’s always the marketing departments.
So how do companies engage with nonprofits in a constructive way that produces not only profit but a true win-win for both parties?
Today, I’m giving a talk at the American Marketing Association of Washington, DC, on this very topic.
The key points?
1. Marketing is being turned on its head. Old school broadcast messaging is dead.
2. A growing number of conscious consumers want participation with their brands and the causes - to produce benefit for themselves but also to their communities.
3. Companies and nonprofits need to partner in an authentic way to produce an ROI for the brand AND a positive social impact. Tips for doing so are in the presentation.
Want more? Check out my colleague Kate Olsen’s blog, Companies for Good.