Cause Marketing

In order to build buzz around its Give a Day, Get a Disney Day program, in which volunteers who spent eight hours working in their communities receive a free day at a Disney park, the iconic family brand took to the country’s highways to “drum up” some support.

Outdoor equipment company Coleman is helping New York City Mayor Michael Bloomberg achieve his goal of planting one million new trees in New York over the next 10 years and in the process is hoping that consumers will perceive the brand as more than just equipment for campers.

“We are all about encouraging people to get outdoors ” Ann Walden director of p.r. told Buzz. “Not everybody can go camping so we’re encouraging backpacking tailgating neighborhood parties going to the park. We want our name associated with a variety of outdoor events.”
 

EVENT MARKETERS have heard all the myths. Events can’t generate the revenue needed to cover their costs. Events are just for brand building maybe product launches—output investments that don’t contribute much to the bottom line. But what if one of the toughest money making models—nonprofits—could find significant fundraising success in the form of an event program? Nonprofits base their reputation on keeping overhead percentages as low as possible so if they can find success through events who can’t?

Brand marketers build brand awareness—and goodwill—by sponsoring the actual event volunteers

Imagine walking down the street and hearing that your hair looks good or that your jacket is cool. No we’re not talking about those irritating wolf whistles that guys have foisted on the fairer sex since the dawn of time. We’re talking about expressions of cheer and goodwill spread by two Purdue University students Cameron Brown and Brett Westcott who on Wednesdays since 2008 have been standing outside the chemistry building on the West Lafayette IN campus with a “Free Compliments” sign and singing the praises of passersby.