Is Social Cause Marketing another selling craze ; or an chance to rethink how you connect with your clients?
A Discussion on Marketing Campaigns non designed for net income.
Presented by Group C
Submitted Movember 8. 2012
The Movember Story [ movie ]
The Movember thought was established by Travis Garone and Luke Slattery of Melbourne Australia while discoursing repeating tendencies and chew overing “where the Mo had gone” . and joked of conveying it back. The two couples. inspired by a friend’s female parent who was fund-raising for chest malignant neoplastic disease. decided to turn Mo’s to run and raise consciousness about men’s wellness and prostate malignant neoplastic disease. They choose to advance within the month of November renaming it Movember. Travis and Luke established regulations and guidelines. which are still in topographic point today. These regulations are as follows:
1. Once registered for Movember. each Mo Bro must get down the 1st of Movember with a clean shaved face.
2. For the full month of Movember each Mo Bro must turn and prepare a mustache.
3. There is to be no connection of the Mo to your side Burnss ( That is considered a face fungus )
4. There is to be no connection of the handlebars to your mentum ( That is considered a goatee )
5. Each Mo Bro must carry on himself like a true gentleman.
The first twelvemonth. the two couples found 30 cats adult male plenty to turn a Mo and agreed to bear down $ 10 to make so. These work forces grew their mustaches with such enthusiasm. that they decided to formalise the construct in 2004 and developed the Movember web site. After researching male wellness issues. they decided to raise financess for Prostate Cancer with the first official contribution being made to the Prostate Cancer Foundation of Australia ( PCFA ) . That twelvemonth 450 Mo Bros and Mo Sistas raised AUD $ 54. 000.
Since so Movember is now being participated in 13 states with 854. 288 participants ( registered on the web site ) while raising C $ 127. 7 million globally during the 2011 run. an addition of C $ 48. 9 million over the old twelvemonth. From those Numberss. Canada specifically raised C $ 42. 3 million through 246. 427 registered Participants.
Movember has become a world-wide motion working to alter the attitude work forces have about their wellness. Through their actions. public and private conversation is started about the frequently neglected subject of men’s wellness and huge consciousness is raised on the subject around the universe. Mo Bros efficaciously become walking. speaking. hoardings for the 30 yearss of November raising consciousness for men’s wellness.
Where the Money Goes
Canada entirely raised C $ 41. 9 million. of those financess 77. 7 % was donated to Prostate Cancer Canada. 8. 6 % was committed to Global Action Plan. 3. 3 % to Movember’s consciousness and instruction plan. 5. 9 % to disposal and fundraising costs. and eventually 4. 5 % retained to cover future runs to guarantee Movember’s continuity. ( See Appendix 3 ) As of November 5. 2012. there are 16. 519 Canadian registrants who have already raised $ 332. 090. and those Numberss continue to turn.
Movember’s Global Strategy
Movember is the largest planetary event dedicated to men’s wellness and raises consciousness and financess to assist happen a remedy for prostate and testicular malignant neoplastic disease. Since the beginnings in Melbourne Australia in 2003. Movember has become a planetary motion animating more than 1. 9 Million Mo Bros and Mo Sistas to take part with formal runs in Australia. New Zealand. the US. Canada. the UK. South Africa. Ireland. Finland. the Netherlands. Spain. Denmark. Norway. Belgium and the Czech Republic.
Large stairss have been taken towards altering attitudes and wonts associating to men’s wellness around the universe but there is still much to be done to catch up with the women’s wellness motion. Via the mustache. Movember aims to carry through its vision of holding an ageless impact on the face of men’s wellness by go oning to trip conversation and dispersed consciousness of men’s wellness each twelvemonth.
What has helped to ease the globalisation of the Movember motion is their advanced usage of societal media. It has been one of the most complete administrations to of all time leverage societal media to accomplish its strategic ends. Movember has adopted an increasing figure of societal media channels. non merely used for maintaining participants engaged but to besides acquire its message out to an infinite figure of people. globally. The range of societal media is huge. Here are some of the reeling statistics from the 2011 one-year study. • 13M newssheet electronic mails sent
• 110M range via Twitter and 0. 2M of its participants used Chirrup
• 0. 55M participants used Facebook making 1. 900M people on Facebook
• 27M overall run web site visits
• 0. 11M Movember App downloads on phones
• 0. 67M exposures uploaded on Movember web site
• 0. 31M Movember pictures watched during the 2011 run
All of the fundraising for Movember is done online and participants can portion links to their “Mo Space” via Facebook. Twitter and electronic mail to call a few. Movember partnered with Facebook and worked closely with their applied scientists to let participants to reassign updates and exposures from their “Mo Space” seamlessly. This partnership formed in 2011 and resulted in 29 % of the traffic on the Movember web site snaping through straight from Facebook. This may hold been the most successful runs on Facebook in relation to the sum of money transacted.
Movember’s invention has non gone unnoticed and as a consequence they are now working with Cancer research organisations around the universe to assist them leverage societal media more efficaciously.
Movember’s Value Proposition
A value proposition is a promise of value to be delivered and a belief from the client that value will be experienced. A strong value proposition will travel a long manner to assisting a concern win in its mark market. You may be believing that a charitable organisation does non hold a mark market or a client so what are we acquiring at? The Movember clients are the participant and the givers ; their mark market is – good – everyone. Movember strives to be inclusive and avoids strong association to any one specific client section. This gives it a really wide entreaty and is what has helped in exponentially turning engagement in a short period of clip.
Movember’s alone construct. their usage of engineering and its trade name are what drive its value proposition. The chief constituents of Movember’s value proposition are as follows:
1. Raising money for a good cause.
2. Fun. simple to be a portion of and provides a sense of crust 3. Supply the chance to turn a mustache and hold it be socially acceptable. 4. Sense of belonging to a community or squad.
5. Very convenient to take part in.
6. The majority of financess raised are given to causes.
This value proposition sets itself apart from most charities ; peculiarly in the facet of merriment and singularity. Other charities’ runs are based on emotion and sometimes fear in order to acquire contributions. They could take a page or two out of the Movember playbook if they wish to bring forth the same entreaty.
Movember’s timing was faultless with the coming and detonation of societal media. Their extended usage of engineering and societal media is highly convenient for participants. provides a digital community in which to belong and it immensely reduces the costs that it would usually take to put to death this degree of fund-raising. Ad costs are significantly lower every bit good as communicating to participants and payment aggregations. This is why such a high proportion of the financess raised travel directly to the causes.
While Movember’s trade name is brash and merriment. it is still really serious about men’s wellness. The focal point on the trade name is important ; particularly for a charity. The Movember trade name must be consistent across all interactions with participants and givers every bit good as all types of media. Protecting the trade name is at the head for Movember. It will non partake in partnerships with companies or merchandises that are inconsistent with the trade name or with the end of bettering men’s wellness. A premier illustration of this is Coca-Cola. Who wouldn’t want to spouse with one of the most extremely recognized trade names in the universe? Movember – that’s who. Because of the high sugar content and links to fleshiness. you will ne’er see a mustache on a can of Coca-Cola. The grass-roots attack in new markets has proven successful for Movember. They don’t seek out famous persons to advance their cause. They don’t have to as these persons have become participants of their ain agreement. The inclusiveness of the Movember promotional scheme allows every participant to be viewed as the embassadors and the stars. With this grassroots attack. Movember tends to do echt connexions in assorted communities. This warrants a greater sense of battle and credence.
Partnerships besides play a function in the Movember value proposition. The organisation has developed a strong web of spouses and corporate patrons every bit good as concern spouses ; each of whom is acquiring behind the motion and alining their trade name with the cause and are profiting by linking with their clients in a meaningful manner.
Marketing Health of Men and Women – The Campaign’s Strategic Goals
Movember is a run that efficaciously draws attending to men’s wellness and the fact that preventive wellness cheques should be made a precedence. Movember was designed as a competition which entreaties to the traits of the male encephalon ; additive and competitory. The competition begins with the contestant holding a clean shaved face and go known as Mo Bros. They have the month of November to turn their mustache while at the same clip raising money and consciousness for men’s wellness issues which is the chief run strategic end.
With the financess raised from Movember. there are a figure of strategic ends: 1 ) Survivorship which provides information and support for work forces and their households affected by prostate malignant neoplastic disease. 2 ) Awareness and instruction to do work forces aware of the hazards of prostate malignant neoplastic disease and the importance of early sensing. 3 ) Prostate malignant neoplastic disease research to assist better diagnose. proving and intervention. 4 ) Male mental wellness consciousness which hopes to cut down the stigma. addition consciousness. better intervention and spread out the apprehension of this issue. 5 ) Influencing alteration in men’s wellness by doing work forces cognizant of the importance in regular medical examinations and the get the better ofing the frights of possible results.
While Movember is geared towards men’s wellness it is besides aimed at leveraging the female influence ; girlfriends. married womans and female parents. These adult females are known as Mo Sistas. These Mo Sistas inspire work forces to acquire involved. become cognizant and more proactive in their wellness attention.
Leveraging the linguistic communication of competition among work forces. the female influencers. the merriment factor and the convenience of a short specific clip committedness makes the Movember run of marketing wellness of work forces and adult females really great chance for effectual Cause Marketing.
Cause Marketing- How Brands Get Noticed With Movember
Cause Marketing is marketing that involves the coaction of a for net income concern and a non net income organisation. either as direct patrons. or indirectly by giving contributions. The Brand of the for-profit concern additions exposure and attracts good vibraphones by patronizing events and creates promotion.
Movember’s turning success can be attributed to the fact that the motion has formed into an established foundation and a legitimate trade name. Another ground is the figure of trade names that are acquiring behind the motion as spouses and patrons or by giving contributions. This is the Cause Marketing attack. The trade names will patronize Movember events and create promotion around the motion all the piece presenting purpose into their trade names. Aligning with a cause that matches the brand’s values and ends is an effectual manner to pull and maintain clients. There are some good known trade names that are capitalising on Movember through the usage of societal media and events.
Schick is administering free merchandises on campuses during a transverse state circuits while at the same time prosecuting the most involved demographic in the Movember run.
Speedstick is utilizing a series of pictures and advertizements having mishaps of a gawky Mo’man.
Trade names are capitalising on Movember with usage of Facebook and Twitter alternatively of hoardings and Television musca volitanss because of the lower costs. For illustration Mercedes. an official patron. is utilizing Facebook. pressing users to “like” it for contributions.
Proctor and Gamble’s mascot. Mr. Clean is besides involved with Movember. His Facebook image shows him with a little mustache and with every “like” it grows a small thicker.
There are besides nomadic apps that will digitally enforce nose-neighbours on people’s faces for a little fee. The app Lashkar-e-Taibas you try on a choice of 30 mustaches and portion the consequences on societal networking sites with returns traveling to Movember.
TOMS Shoes is offering limited edition moustachioed footwear with all returns traveling to straight to the cause.
Trade names are recognizing that set uping a trade name intent and increasing the popularity of your Facebook page is a win-win maneuver. It increases consciousness and besides inspires others to move. The wages is a strengthening of your trade name and increased entreaty.
Cause Marketing gives sellers a utile tool beyond the traditional advertisement mix to distinguish their trade name from the competition. It lands them in the sphere of corporate duty which can greatly beef up their trade name individuality.
Corporate Social Responsibility – It’s All About Marketing
Society. today. is interested in the ethical determinations made by corporations and the impact these determinations have on society. Consumers will take into consideration whether a corporation pollutes the environment. moves production to a foreign state. engages in the usage of child labor. or patterns equal rights for male and female workers. among other things. before taking them to make concern with.
Corporate societal duty is a procedure with the purpose to encompass duty for the company’s actions and promote a positive impact through its activities on the environment. employees. clients. and other members of the populace. There are many ways a corporation can accomplish the image of corporate societal duty. one of which is philanthropic gift.
Movember is a perfect chance for corporations seeking ways to increase their public image. and perchance gross revenues. through the usage of Cause Marketing.
Procter & A ; Gamble is in the best topographic point to derive promotion through the sponsorship of the Movember motion. Gillette’s merchandises include razor blades. shaving pick. and other personal hygiene merchandises. Gillette has used the head covering of corporate societal duty to make farther consciousness and testing of their merchandises.
Gillette. in a show of support for the Movember motion. has launched the eMO’gency Styler Tour. The circuit will see 3 major US metropoliss offering complimentary curbside all right tuning and styling services utilizing one of Gillette merchandises. This action non merely creates consciousness of the Movember run and different men’s wellness issues. it besides creates positive promotion and consciousness for Gillette.
Because the Movember motion is a charitable foundation they have the advantage of pulling different patrons and givers by appealing to a corporation’s new found demand to pattern corporate societal duty.
How Does This Discussion Link to Module 10
Module 10 discusses how advertising aims are a scheme determination. Clearly defined aims are required for every advertisement run. The aims will assist specify what type of advertisement tantrums best every bit good as taking the best medium and how to present the message. The medium should back up the aims and be accessible by the mark audience. If you are talking to a planetary audience. the medium picks may be limited and making your mark audience will turn out disputing if non clearly thought out and planned.
Not all selling runs are designed for net income. Non-profit organisations must besides make effectual meaningful selling runs that will vibrate with their mark market. Because of the Movember run. the consciousness of prostate malignant neoplastic disease and men’s wellness has grown to historic high degrees. Movember clearly defines their run aims and schemes. While they aren’t selling a merchandise they have to animate a demand for back uping the cause. Their value proposition has helped to carry through this but that message has to be communicated through a medium. Movember has chosen to utilize the cyberspace and societal media to pass on their message in add-on to
easing their fundraising. By taking this medium they have been able to successfully turn and prolong globalisation of their motion. There are really few bounds to the cyberspace and societal media. It is a medium that is available to everyone around the Earth. Movember’s message is besides highly contributing to one planetary transcript push. This coupled with the usage of societal media greatly controls the costs of the Movember run. Social media is meant for sharing and this can interpret into a greater leaning for a brand’s message to be shared. Movember has a major advantage compared to for-profit companies and that is due to the charitable nature of their run. There is a high willingness for participants to portion ensuing in a far reaching message.
Because of this advantage. for-profit concerns have aligned themselves with Movember in an attempt to advance their organization’s image. repute and thoughts. These concerns have recognized the importance of institutional advertisement and Cause Marketing. The aim of this type of advertisement develops goodwill with current and prospective clients. While it may non ensue in immediate gross additions ; if aligned decently. it will ensue in long term gross and net income additions. Companies such as Schick and Speedstick have efficaciously established a connexion between their trade name and the Movember trade name and both trade names are profiting from the alliance. Movember benefits from the deep pockets of the spouse companies and the spouses can make meaningful communications that will hold a permanent impact on the consumer. In this new epoch of societal duty. Cause Marketing has become the norm.
So Remember if you moustache a question…don’t shave it for subsequently! ( Discussion Questions )
1 ) As a selling director what relevancy do you see in the usage of Cause Marketing for a trade name?
2 ) What are three things you would make as a selling director to guarantee an effectual societal media run?
3 ) Being socially responsible means an organisation shows concern for the people and environment in which it transacts concern. As a selling director would you prosecute a socially responsible docket from a selling point of view to link with your clients?
4 ) As the selling director for Movember what would you urge altering in the run scheme to obtain even more female battle?
hypertext transfer protocol: //ca. movember. com/uploads/files/2012/MO_FoundingFathers_history. pdf hypertext transfer protocol: //ca. movember. com/about/mo-milestones/
hypertext transfer protocol: //ca. movember. com/uploads/files/2012/Rules_NA. pdf
hypertext transfer protocol: //ca. movember. com/mospace/network/BMOC
hypertext transfer protocol: //ca. movember. com/about/vision-goals/
Case survey on Innovative Use of Social Media – Gradischnig. Lewin. Marinho. Agrawal. Isaac hypertext transfer protocol: //www. mpdailyfix. com/marketing-health-of-men-women-and-mustaches/
hypertext transfer protocol: //ca. movember. com/about/
hypertext transfer protocol: //www. bcama. com/events/events-archives/2009-events/movember-the-global-brand-strategy hypertext transfer protocol: //en. wikipedia. org/wiki/Corporate_social_responsibility hypertext transfer protocol: //www. triplepundit. com/2012/11/four-steps-growing-sales-corporate-social-responsibility/ hypertext transfer protocol: //www. pphe. com/corporate-responsibility/
hypertext transfer protocol: //sparksheet. com/cause-marketing-in-the-digital-age/
hypertext transfer protocol: //www. prnewswire. com/news-releases/westjets-got-more-planned-for-movember-176992991. html hypertext transfer protocol: //www. youtube. com/watch? v=YdgGX-d0W1U & amp ; list=UUubOJL-
OS1UnYpsZVKboAxw & A ; index=1 & A ; feature=plpp_video
hypertext transfer protocol: //www. youtube. com/watch? v=-I-ds5NPejI & A ; feature=BFa & A ; list=UUubOJL-OS1UnYpsZVKboAxw hypertext transfer protocol: //www. cgi. com/en/corporate-social-responsibility/cgi-movember-campaign hypertext transfer protocol: //smartblog. wordpress. com/tag/cause-brand-alignment/
hypertext transfer protocol: //www. aol. ie/about/corporate-social-responsibility/
hypertext transfer protocol: //www. cnbc. com/id/49696782/Gillette_Wants_You_to_Master_Your_Mo_Enlists_Style_Icon_Andre_3000_Benjamin_Men_Growing_Moustaches_this_Movember_Are_Provided_eMO_gency_Support_and_Toolsto_Help_Them_Embark_on_their_Charitable_Journey hypertext transfer protocol: //www. forbes. com/2009/11/20/corporate-social-responsibility-leadership-citizenship-marketing. html hypertext transfer protocol: //www. harley-promos. ca/movember/ [ movie ]