Our newest cause marketing program is Phantom Gourmet Meal Deals. It teams up a popular Boston TV and radio show with two of our best cause marketing partners, iParty and Ocean State Job Lots.
Here are the highlights.
The program starts this week! At least at iParty stores. It will begin at OSJL stores in July. Both programs will run for two to four weeks. Proceeds support our Food Pantry, which last year fed 75,000 people.
This is our first coupon book. It was surprisingly economical, especially compared to a die-cut pinup with coupons. The coupon book will sell for a buck and includes lots of valuable coupons from area restaurants and businesses.
We broke an old rule. We produced register signs. If you’ve been through the Six Figure Cause Marketing program you know that signs, posters, pins–not to mention belt buckles, hats and temporary tattoos–are just props for cashiers to hide behind so they don’t have to ask the all important question: “Would you like to donate a dollar to help _________?” However, we printed register signs at the request of Phantom Gourmet, who was confident they would further promote the campaign. We felt the signs presented little risk of undermining the program as these two seasoned partners wouldn’t use them as a crutch.
Phantom Gourmet added some great value to the program. Phantom Gourmet is a hit TV and radio franchise here in Boston. They will promote the “Meal Deals” program and our partners on their various media properties. This keeps our partners happy and PG welcomes the added exposure they get in iParty and Ocean State Job Lot stores.
If you live in New England be on the lookout for “Meal Deals” at iParty and Ocean State Job Lot stores!
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This looks like a great campaign. As a consumer I would definitely donate a dollar considering I'd get back more in savings.
So when you launch a new program like this what are some of your challenges? Do you want to get the word out to the public, or do you focus on the point of sale?
Thanks for commenting, Sandra.
We really focus on the point-of-sale, which is the marketing. The most important ingredient to cause marketing success is that person behind the register. If you can get them to ask the question, that determines your success more than anything else.
You can hang on the posters you want. Include register signs and stacks of pinups beside the cashier, but if they don't ask that question, it all doesn't matter!
The savings is a value-add for the consumer and helps us add value for our partners in the form of cross-promotion. So it really has a two-fold benefit!
Joe
[...] growing shift of women to mobile offers and coupons is important for cause marketers like me who rely on in-store programs and the women that support [...]
[...] You can read all about the details behind the “Meal Deals” program here. [...]