Katie's Krops offers lesson in cause marketing
04:44 AM 08/15/12
For cause marketing to work, a produce supplier needs to pick a cause that is important to them , and they need to be passionate about it.
Goodwin reminded suppliers interested in cause marketing that the most effective marketing is done at the retail level, so keep the focus there. When the story is told in the media, the suppliers take a back seat.
“It’s all the retailer’s story,” Goodwin said.
With the Take a Bite Out of Hunger program, retailers are encouraged to build bigger displays to earn bigger donations to regional food banks. Again, the contribution to the food bank is the retailer’s story.
Keep in mind opportunities to localize a story, and look for opportunities to talk about it, Goodwin said. For instance, with Katie’s Krops there is an opportunity for media interest when grants applications are announce, when grants are awarded and when crops are harvested and donated, he said.
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