7 Keys to Marketing Genius: Sincere Causes
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
If the above sounds like crass commercialism, it could sound the same way to consumers. That’s why causes must be sincere. If the company and its employees are not truly behind the cause, then the campaign could backfire. Many people have been critical of the plethora of products that have partnered with various breast cancer charities. They have been questioned as to whether they are trying to help women or sell products.
I believe this is especially the case when companies are asking consumers to mail in yogurt lids and admonishing them to “help lick breast cancer.” In my mind, there are a lot of things wrong with this tagline, but I will let you use your imagination as to why. Filling out a rebate form is bad, but mailing in sticky lids is even worse. There are few things more difficult to send in than a yogurt lid. If you do cause related marketing, do it for the right reasons and with sincerity, or it will have a negative impact on your image.