Cause-Marketing: The New Kid on the Block

Social media is constantly changing and has become a key piece in organization's marketing mix. Not only can you connect with your friends but you can buy and sell things in virtual stores, look for jobs, recruit employees—you name it.  More and more organizations are taking to the social media airwaves to spread the word about charities, goodwill, and the causes they care about. 

People and companies like an audience and want their friends, fans, coworkers, and fellow employees to see they are doing good things.  Some of the more popular social media vehicles for doing this and reaching the masses are Facebook and Twitter.  Companies who have a more business-to-business focus may use LinkedIn as another social media tool to spread the word. 

Some of the more popular cause-campaign types, according to Mashable are:

1.       Like for Donation

2.       Simple-Action for Donation

3.       Interactive-Action for Donation

4.       Voting campaigns 

Dominating the cause-marketing vehicles over the past several years is ‘Like for Donation’.  The simple call-to-action format makes this one the most user-friendly. 

Simple-Action-for-Donation campaigns include contests or sweepstakes and are often fueled by third party applications.

In an attempt to increase user interest and make consumer activity more appealing, applications have been created and used.  Interactive-Action for Donation formats help cause-marketers drive user donations and actions.  Many of these applications have been changed and adapted for the use of online fundraising. 

Companies offer a cash or in-kind prize to causes that gather the most votes or other targeted online actions are types of Voting Campaigns.  Voting campaigns have been successful in attracting attention, awareness, and have received a lot of media attention because of the large amounts of money that is donated. 

Social media will continue to explode with new ways to reach target audiences, engage users, and adapt to social needs and wants.  The opportunities are endless for what can be done, who can be reached, and the messages that can be delivered. 

Groupthink lacks creativity and risk

The article indicates that when we work in a group of people that think alike we miss opportunities in advertising that could make a difference. We form our own jargon; make up words and phrases that take forever to explain to the outsiders.

Creativity cannot prosper in an environment where thinking different or having a nonconforming opinion is looked down upon. When we form ideas, there is bound to be several bad ideas but it’s the good ones you will always remember.

We need to be more risk takers and implement creativity into our work. Form your own ideas and do not always follow the crowd.

As Albert Einstein put it, "We can't solve problems by using the same kind of thinking we used when we created them."

Waite said, “We are dwelling in a time where the risk-taking, research-oriented advertising campaign is taking a backseat to techies who are attempting to guarantee eyeballs based on algorithms. Yes, your ad or brand will be seen, but there is no creativity behind it. It's bland, and it's based on online behavior rather than life (which research proves can be different). “

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12312

School Advertising

School fundraising has taken a dramatic turn. We no longer have to take our children’s fundraiser for over prices foods or expensive house ware items to work with us. In an attempt to bring advertising to the schools, they are now promoting companies to sponsor athletic events, organizations, and activities. I find this situation amazing. When I was in school we did not have to reach to this level for the school systems.

This could be a great experience for the kids to be involved with. If the school would migrate this into a curriculum, it could be real life experience for the kids and possibly pursue education further into that market.

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12285

NFL to Launch a new Magazine with Dauphin Media Group. Wait, Who?!?!

With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.

Body Language

Everything we have learned in class up to this point has dealt with print media.  So how does body language fit in with print ads and brochures?  It is a matter of visual cues and cultural differences.  Many gestures that are commonly used in U.S. ads have very different and sometimes offensive meanings in other countries. Brad Phillips mentions one such difference in interpretation involving the peace sign.  Who would think the use of the peace sign could derail their ad campaign?  When developing brochures and print ads, screening photos for such gestures will keep marketers from making embarrassing or disastrous design decisions.  Phillips also explains that facial expressions do not have the same impact on the viewer’s interpretation of advertisements in various cultures. In western cultures facial expressions are very important when communicating ideas.  However, in eastern cultures people try to display consistent facial expressions.  In these cultures subtle changes in tone and inflection take the place of facial expressions.  Ads filled with smiling faces may have less impact on the viewer in Asian countries.      

http://www.mrmediatraining.com/index.php/2011/11/15/body-language-isnt-equal-cultural-differences-matter/

The Truth Hurts?

The truth can be quite painful, when it is actually the truth. Despite the pain and suffering it may cause, however, it is an integral part of marketing and advertising. Although the lines have been blurred between fact and fiction in recent years with exaggerations from advertisers, there is still a legal, compelling stature making it illegal to lie- or even mislead with the truth.

The federal Trade Commission Act is one piece of protection implemented by Congress to protect the American people from these untruths so often visible in advertising. (The Poznak Law Firm further outlines more of the regulations in its Basics in False Advertising.)

A recent campaign ad, released by the republican presidential nominee Mitt Romney, may be latest target for legal actions with regards to false advertising. The first TV ad from his campaign, dissected in an article on Adage, has "pulled a blatant fast one (on the public)." Discrepancy occurred when Romney used a clip from then candidate Obama's speech in which he stated that we "need to quit talking about the economy." Mr. Obama did in fact say this. However, he clearly stated it as a quote from republican presidential nominee John McCain in one of his earlier speeches.

Campaigns get ugly. The attacks get vicious, but we must be able to observe these advertisements and commercials knowing they hold some level of truth and integrity. The First Amendment was granted to give us freedom of speech, however, if it is only lies and falsehoods being displayed, how are we as the public any better off or any more protected? The statutes enacted by Congress were done so to give us freedom, freedom to watch an ad or read a magazine knowing that what we are consuming is factual and credible, not filled with deceptions and distortions. Unfortunately, it looks as if Mr. Romney is going to have to recant the title of his book and offer the American people a very large apology.

Word-of-mouth marketing

Jonathan Kay, the ambassador of buzz at Grasshopper, and award-winning virtual phone system for small businesses, created a buzz department. He generated more than 500 mentions of Grasshopper in premier media outlets such as The Wall Street Journal, the Associated Press, TechCrunch, Mashable, Forbes, Inc. magazine and Fast Company. More than a third of the Grasshopper signups come from word-of-mouth referrals.

Mr. Kay uses guerrilla marketing, PR, business development, community management and word-of-mouth marketing. The buzz department builds and cultivates valuable relationships through high-level engagement and simple things, like listening and actually caring.

The basic idea is to reach the important few, creating an army of brand loyalist. He indicates social media is a learned skill and not difficult to teach. Actively talking and listening to customers is your best marketing strategy. He states if you show you care to the few, they will endorse your product by word-of-mouth to their friends and so on. Leaving a positive impression will bring dividends to your company.

http://www.openforum.com/articles/the-art-of-creating-buzz?intlink=us-openf-nav-gallery