Advertising is not the most reputable business to be in. In terms of respect for professions, ad people are pretty close to the bottom – just above lawyers. It’s little wonder. Much of what we do is attempt to persuade people to buy things they neither need or even want. We can be pretty good at it too. But occasionally we get the opportunity to do something worthwhile. Something that in some small way will make a difference in someone’s life.
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Published on 04.03.2010 by Daryl Woods
Category Advertising
Woody Allen once said, “Eighty percent of success is showing up.” Advertising works in much the same way. Show up in popular media and you stand a chance that people will recall your product when they’re making a purchasing decision. For successful brands, this image building strategy is often enough to sustain and increase sales without a specific call to action. It’s a long term approach and it’s costly. Most of the marketers I deal with are looking for a more targeted approach.
This series will explore advertising messages that employ specific strategies for success.
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I love cause marketing assignments. It’s heartening to know the people I’m working with care enough about a cause to contribute to it. It’s empowering to think that what I do will have an impact.
Cause marketing is win-win. Not only does the cause benefit but typically, sales of products involved in a well-executed cause campaign will increase during the promotion period. Many consumers faced with a choice between competing products opt to purchase a brand that donates to a cause. Even when it isn’t their usual brand. The donating company also enjoys positive brand perception because they’ve demonstrated social responsibility.
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