How to Recognize Opportunity (and Make It Sustainable)
KNOCK! KNOCK!
We often hear, “Follow your passion” as the universal prescription for happiness and success. But we say “Follow your opportunity, passionately” as a more plausible road to success. Opportunities abound! The key is to find a way to take advantage of them using your passion. So...
Don’t Hurt Your Brand Image with Single-Use Containers
LOOK WHO’S AT THE TOP THE HEAP!
When you brand single-use containers, you are signing your own garbage. These “brand impressions” last long after the marketing process ends. But does the pollution of the beaches and the oceans benefit your brand image? Or does it broadcast that your brand condones the proliferation of...
Brand Builders Save Money with Worthy Cause Marketing
A DIFFERENT FORM OF ADVERTISING
Deductions for charitable giving will be significantly reduced in the coming years. Does this mean that the worthy causes that are the recipients of philanthropy will have to get by on less? How can companies afford to support non-profits given this situation? Even without the existing...
Build Your Brand by Partnering with Non-Profits
ONCE IN A BLUE MOON
The Blue Partnership Blue Moon Brewing Company, part of Miller-Coors, has partnered with the non-profit League to Save Lake Tahoe. The co-promotion takes many forms and is a comprehensive co-branding program. It includes in-store display pieces, on-line videos, beach clean-ups, and even a sweepstakes for a...
Increase Your Brand Awareness with Goodwill toward Your Community
PUTTING THE “WORTHY” INTO “CAUSE MARKETING”
The Ubiquity of Cause Marketing Today the term “cause marketing” has become an overused buzzword. Like “green washing,” much of the substance seems to be lost in the term. Some companies deliver “cause marketing” with a check and a “good luck with that.” Then they are...
Joining Forces with Cause Marketing Forum
Early Support for Marginalized Groups Results in Customer Loyalty
A PITCH OR A MOVEMENT?
Today, if you are in business, you have to stand for something beyond your product or service. This relatively new concept is being hastened by the wave of transparency possible through the Internet. In the past, producers were so worried about losing customers that they avoided...
Worthy Cause Marketing is more than a Check for a Sponsorship
"GOOD LUCK WITH THAT!" VS. "HOW CAN WE HELP?"
With big companies and big non-profits, we often see checks being written for sponsorship rights. This often buys the right to use the non-profits logo on the companies’ products and collateral marketing materials. While many non-profits are reliant on these sponsorships annually, their members need more...
Cause Marketing is Not Just for Big Business
GIVE YOUR CUSTOMERS A SOCIAL REASON TO BUY YOUR PRODUCT
In 1986, when we started the Barefoot Cellars brand, we were faced with the same problem that vexes most consumer product companies: How to get the word out with limited funds. A commercial advertising campaign was simply out of the question. As a new company, we...
Worthy Cause Marketing Today
