It's Super Bowl weekend and the game is on. Well, the game isn't until Sunday. I am referring to the cause marketing campaigns of Pepsi and Coca~Cola.Pepsi, one of the longest and largest advertising supporters of the Super Bowl is sitting on the side-line of sort this year with advertising in a traditional way and has chosen to use its advertising dollars for a $20 million dollar cause marketing campaign the "Pepsi Refresh Project." Pepsi will make contributions to community projects through consumers votes.
Then, Coke guessing since Pepsi is sitting out, jumped on the board and is taking advantage of the opportunity through its Open Happiness theme on Facebook, giving Facebook fans an sneek peek at its upcoming Super Bowl ads. Each time a Facebook fan passes a virtual Coke along to a friend, a $1 donation by Coke to Boys & Girls Clubs of America is triggered. Coke will also have two animated billboards during the Super Bowl to direct viewers to Live Positively to boost donations to the Boys & Girls Clubs and the Red Cross’s work in Haiti.
Both cause marketing campaigns are good. It's good for product lovers, the companies, the causes and those who benefit from the causes programs and services. Everyone wins.
But cause marketing can have losers as an end result. Here are some tips how to avoid having your cause marketing campaign end up with either people or causes sitting on the side-lines (not in the game) or having losers (direct loss from the campaign):
1. Don't 'Rush'. [Pun here is intended as it is Super Bowl weekend] Take time for proper planning before you execute (another pun) your cause marketing campaign. Slapping together a Point-of-Sale or Percentage-of-Sale campaign can come across sloppy and that you really are not committed to the cause.
2. A 'Blitz' can cause a Blunder. Making your campaign all about 'getting the sale' (sacking the quarterback) is not what it's about. Cause marketing will not make you rich and your tactic needs to be a balance or mix of both message, awareness, and the sale.
3. Pick the Right 'Spot' to Launch Your Campaign. Just as in football the official decides the line of scrimmage, 'spot', before the next football play, your business needs to know when throughout the year is the best time for you to launch a cause campaign. It may depend on the issues surrounding the cause and/or your business's cycle.
4. Personal Fouls will Cost You a Big Penalty. Your campaign must be on the up-and-up. It cannot be successful if you have intentions (agendas are fouls) other than making a difference. So, if your message is not authentic and clear to the customers or the campaign lacks transparency, this will cause you a big penalty in the end leaving you with no fans.
You know you have scored a 'Touchdown' when both your business and the nonprofit has reaped positive benefits from the cause campaign. It's a win when both win.
Every punt (oops, I meant pun) was intentional. I hope you find the importance through the humor.
GO SAINTS!
