A while back, marketing took a shift toward product placement. The idea was to place a product contextually within a movie or television show as an alternate to a traditional advertisement. This shift was highly successful for brands.
I work with a group called The Taproot Foundation, which provides pro-bono marketing services for non-profits. I foster dogs. I carry extra protein bars on the subway to hand out rather than money when asked on the subway. I give a gift bag with peanut butter, crackers and a sweet snack to the homeless man who lives out of his car. I try to be kind to everyone I know and meet.
A friend introduced me to a professional organization called, Engage for Good. I was unfamiliar with cause marketing, yet an immediate fan. Cause marketing takes product placement to a new level. Brands engage with non-profit groups as partners not only to reach consumers, but to allow their marketing dollars to have a positive impact.
As an independent contractor, I did not have the means to attend the conference. Fortunately, the organizer encouraged volunteers rather than hiring staff through an event planner. The result was a much more dedicated and engaged staff.
I buy my eyeglasses from Warby Parker. Not only are the eyeglasses fashionable, they also are sociably responsible. Tom's Shoes may have been the first brand to capture the social conscious buyer, however there are major brands taking initiatives to tie their marketing dollars to causes aligned with their brand audience,
Disney is highly criticized for the Princess persona. Did you know that they have made efforts to empower young girls?
This is just one example of how commercial brands are realizing that partnerships with non-profits benefit their brands. Engage for Good created a list of award-wining brands. I have short list below. Buy smart. Buy good. Engage with brands associated with your cause.
Forbes Magazine recognized caused marketing a while back. Engage for Good created Halo Awards for brands.
MM'M Good. Campbell's Soup is a classic example of an all-American brand. They shifted their focus from writing checks to participating in causes.
Team Rubicon reminds us that giving and cause-focus are not exclusively democratic. This amazing organization taps into the skills of our retired military and assists in rebuilding communities after natural disasters, providing assistance for communities as well as jobs for our retired military. My father is retired Navy, while you can always count on him for taking the nationalistic view, you can also also catch him dressed as Santa for children in a hospital or at a home for adults with special needs.
We all have a friend who is selling Rodan & Fields. I had a new found trust in this brand after learning of their foundation, and their campaign to Go Naked.
This is the best direction for marketing. Consumers feel better about their purchases. Marketers feel better about their message. In the end, there is a better relationship between goods and purpose,