Authenticity vs. Practicality: Chicken or the egg?

So...your company is considering a new cause marketing program (good idea...) Some initial questions that might come up could include the following:

• How do I start a cause marketing partnership?
• How do I choose which cause(s) to support?
• How do I contact them and what do I say?
• How do I start working with the cause?
• How do I decide which online resources to utilize?
• How do I start planning a kick-off event for the campaign?
• How do I measure the progress of the marketing campaign?
• How do I repeat these processes with other causes or for additional campaigns?

All valid questions, and all areas in which CMP helps businesses increase traffic and drive revenues by way of relationships with causes of interest to them and their customers.

Having said that, the questions to focus on today are the last two (in bold), as they address fundamental questions about cause marketing:

1. Does it work and how do I know it's working?
2. Does my business and my BRAND look bad if we only use cause marketing for one campaign?

The answer to Question 1 is YES, IT WORKS, and to know how it is working - just like any other marketing - you need to measure it. Ways in which to measure a cause marketing campaing include but are not limited to:

• Growth of Facebook "Friend" Base during a given campaign
• Growth of Twitter "Follower" Base during a given campaign
• Growth of LinkedIn "Connection" Base during a given campaign
• Foot Traffic during a given campaign
• Web Site Traffic during a given campaign
• Microsite Traffic during a given campaign
• Event Specific Traffic during a campaign
• Premiums redeemed (free/paid merchandise promotiong the campaign)
• Sales by day (kick-off event day vs. "average" day)
• Sales by type (gift cards, products, services, etc.)
• Number of cause-related surveys completed (online)
• Number of cause-related surveys completed (offline)
• Total donations to cause-related partners during a given campaign
• Total media mentions during a given campaign
• Other metrics TBD

Question 2 speaks to the title of this entry, and the one of the core philosophies of cause marketing: how committed does a brand have to be to a given cause (how much, how long, etc.) for the engagement to be "genuine" in the eyes of their consumers - and for the engagement to actually affect a measurable change in regards to the cause itself?

The alternate argument is that the "good will" and any associated exposure and donations generated for a given cause is merely a "bi-product" of what is a less-than-symbiotic relationship exploited by the business partner as a creative (yet) practical marketing solution.

The ANSWER to Question 2 is that there is more than one answer:

1. Time is on your side. Countless studies (performed recently by reputable universities and agencies) show the overwhelming majority of consumers defer to brands with cause marketing commitments. Having said that - if the commitment is so finite in duration that the consumer isn't allowed time to discover, engage, approve and commit - don't expect favorable results.
   
   
2. Something is better than nothing - especially during a recession. Brands and causes may be served well to recalibrate their priorities in regards to how much exposure, traffic and revenue constitute a "victory" these days. Many cause marketing programs cost LITTLE to NOTHING to implement and generate more immediate, impactful ROI than more costly, more TRADITIONAL strategies and tactics. Learn it. Live it. PROFit.
   Get it???
   
   
3. The only constant is change - and sometimes that's a good thing. Maybe a campaign just doesn't work. Not the end of the world. Maybe customers are partial to more than one cause. Maybe it rains on the day of your event. The ability to switch-up relationships, course-correct campaigns and (ultimately) create additional relationships and ensuing programs is a GOOD thing and a likely means to a more favorable end.
   
   
4. Variety is the spice of life - and an ingredient for a profitable recipe. Try a Facebook campaign. Try a bounce back campaign. Try a kickoff event or a finale event. If your commitment is genuine, customers will know. Work through tactics that fit your business and your cause-related partnership the best - perfect them - and then repeat them.

In closing, authenticity (commitment) and practicality (ROI) can and do coexist, and it is the process of facilitating their co-existence that makes a cause marketing program work. For more information on how to engage in cause marketing, please e-mail me at marc@causemp.com.

Marc Portugal