Comments on: Can Companies Use Cause-Related Marketing to Help Haiti?

By: joewaters

joewaters — Thu, 28 Jan 2010 17:57:55 +0000

I think you're absolutely right, Linda. Only with a huge commitment up front can you then use your storefront as a rainmaker for Haiti. People will just questions your sincerity too much. Thanks for visiting.

By: Linda

Linda — Thu, 28 Jan 2010 17:50:05 +0000

I think consumers are looking for ways to show they care. By buying products and knowing that a % of the sale goes to a very worthy cause, consumers can make a small change that in aggregate can make a big difference. I agree that this can only be done in ADDITION to a generous contribution on the part of the company regardless of purchases (eg $1million philanthropic contribution + cause marketing).

By: eclent (Eric Lent)

eclent (Eric Lent) — Thu, 28 Jan 2010 04:30:12 +0000

RT @surveyforgood: Can Companies Use Cause-Related Marketing to Help Haiti? http://tinyurl.com/y8lfogc

By: surveyforgood (CMO Council)

surveyforgood (CMO Council) — Thu, 28 Jan 2010 04:14:22 +0000

Can Companies Use Cause-Related Marketing to Help Haiti? http://tinyurl.com/y8lfogc

By: joewaters

joewaters — Fri, 22 Jan 2010 15:17:57 +0000

Good point, John, on both fronts.

I definitely should have listened to you on not showing Deb my blog.

By: @johnhaydon

@johnhaydon — Fri, 22 Jan 2010 03:35:56 +0000

Joe – I think cause marketing is needed for Haiti. And percent of sale is a good approach. But Haiti will need help for years to come – and that's where percent of sale and licensing can be brought into the fold.

You know better not to show Deb your blog. Remember we already talked about that?

By: joewaters

joewaters — Thu, 21 Jan 2010 17:50:05 +0000

Gee, James. I knew Sue Anne would sell me up the river…but you too?

Actually, what you're saying is a great idea. It's also cause marketing and percentage of sale. But in this case 100% of the proceeds would go to Haiti. It's brilliant.

The company helps out an urgent need, the customer is incentivized and rewarded, and there is no lingering aftertaste that the company didn't do the right thing. I like it.

Now following your wisdom on Twitter.

By: James Sutandyo

James Sutandyo — Thu, 21 Jan 2010 10:21:48 +0000

I'm siding with your wife =)

I'm of the opinion that a huge need (Haiti) requires equally huge sacrifice (by Starbucks). For example, Mobile Giving Foundation releasing all of their fees for text-to-give, or ad agencies donating ad space to World Vision.

I feel that Starbucks would have been better off having a flash sale of sorts, where coffee between the hours of 8:00AM and 8:15AM would benefit Haiti 100%. This could potentially bring a slew of supporters to stores, creating community and proving that Starbucks is a place where people come together. This could have potentially driven even more value to Starbucks albeit not so much in the $$$ value itself.

I just don't see percenage-giving being that effective at proving to the customer that the company is putting philanthropy first. Unless the percentage is 100%.

By: Tweets that mention Selfish Giving » Can Companies Use Cause-Related Marketing to Help Haiti? -- Topsy.com

Thu, 21 Jan 2010 09:35:43 +0000

[...] This post was mentioned on Twitter by changefeed and Noland Hoshino, Melissa Radin. Melissa Radin said: Joe Waters Blog Can Companies Use Cause-Related Marketing to Help Haiti? http://ow.ly/16nQKo [...]

By: joewaters

joewaters — Wed, 20 Jan 2010 22:17:38 +0000

You had to go and agree with my wife didn't ya? Now I have a whole night of "I told you so."

Thanks for the comment, girl.