Nov 11 2008
Cause Marketing Done Right
Really enjoyed this great read by Paul Dunay. His post focuses on how to hit a homerun with cause marketing. He made a great choice in electing to single out Lee as a shining example of a brand that really gets it.
Some of the highlights for success:
- Empower participants
- Embrace the transparency
- Communicate regularly
- Tag everything
- Ensure consistency in the look and feel
- Do your homework do not “pitch” bloggers
- Be prepared for commentary
I worked on lee in the mid-90s when I was at Fallon. At that time, we were trying to help them find their “center.” After going in a variety of directions, including bringing back Buddy Lee, they really seem to have it their stride. These are GREAT principles to embrace the next time you consider a cause marketing strategy.
