Making Cause-Related Marketing Easier
If you’re interested in cause-related marketing, check out Paul Jones’ blog. It’s a thorough how-to for getting your cause noticed.
There are lots of interesting accounts of cause-related efforts on this site. For example, did you know that ubiquitous and seemingly useless Staples “Easy Button” actually has a purpose? According to Jones, the product, in English and Spanish versions (the “Facil Button”), costs $4.98 and proceeds from the sale of the product benefit Boys and Girls Clubs of America up to $1 million a year.
Jones also offers some interesting criticism of the campaign. For example, Staples doesn’t communicate the donation very clearly, even on its point-of-purchase displays. How about, “Buy this useless piece of plastic and donate to needy kids?” Whew, that was easy!