The above video interview is from the ANA Brand Conference in NYC.
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Cause marketing has come of age. What was once considered a strategy that would be nice to do has become an integral part of the engagement between brands and their consumers. Non-profit organizations have become savvy in the ways of cause marketing and are ready to talk with brands about potential partnerships every day. As for consumers, they now assume that the brands they buy are also adding something good to the world.
In its simplest forms, cause marketing is a collaboration between a brand, a non-profit and interested individuals. The collaboration results in new awareness for the cause as well as donations and consumer engagement in the cause. The brand gains recognition for giving back and the consumer feels good about being able to do something good. The real winner is the community at large which is the ultimate beneficiary from cause programs.
Mike Swenson is President of Barkley PR/Cause and in the above video he talks more about cause and specifically the work Barkley is doing with Sonic Drive-In and their Limeades for Learning cause program.
