A while back I did a post on Keen Footwear referencing CEO James Curleigh’s “If you build it…” Field-of-Dreams philosophy of innovation. Here’s the excerpt:
So often you hear marketers say, “Find out what your customers want and deliver it.” Curleigh doesn’t buy into this philosophy as a leading business principle. “Who knew they wanted a sandal with a toe?” Keen had a vision, created a product, took it to market and asked people to join in the movement. And it worked. Keen explained to consumers what it was like to walk a Hybrid Life in Keen Shoes. Their message spoke to those that both enjoyed the outdoors and resonated with the call to create, play and care.
You could say the same about Twitter or pretty much any of the shiny objects in Joe Water’s most recent post. True innovation starts with a vision, not necessarily a focus group (although as we discussed last week, it’s always good to engage stakeholders early and often).
This is one of the things I like most about cause marketing and cause branding. In order for it to be effective and credible it must start with a deeper purpose. It must compel us to action through inspiration, not manipulation.
Choose Inspiration Over Manipulation
Simon Sinek’s message Start with Why (must see) explains that marketing without this vision, this purpose, this cause does indeed work - through manipulation – but it does not breed loyalty or trust. Put in a cause marketing context, we may be guilted into donating at the register or buying the cause branded product, but we walk away feeling…icky, taken advantage of.
Conversely, if we start with a deeper purpose, a Why, we attract those who are inspired by our message. These are the people whose attention we want. Why? Because when inspired, people move into action. They’re more likely to buy our products, tell their friends, write a positive review, participate, donate, volunteer, advocate.
The Cause Partnership Multiplier Effect
And we know from a cause partnership perspective, this halo of inspiration has a multiplier effect…it rubs off on our partners (provided we’ve chosen the right ones) because they resonate with our core values, our vision, our cause. And this is not a one-way street from non-profit to company. In the case of cause crusaders like Keen and the many up-and-coming social enterprises, it can work in reverse or flow in both directions.
Sometimes businesses or non-profit organizations hesitate to enter into a cause marketing campaign because they worry that it’s either a) not what their customers want or b) will be perceived as inauthentic. If the campaign manipulates through cause-tinted tactics, they would be right. However, if it seeks to inspire instead of manipulate fueled by vision and cause, it may just start a movement.
That’s my two cents – what about you?
Image credit to Talke Photography.
Continue the conversation! Join me on Twitter.
I think you’re right, that’s what I think!
I think too many companies wait around for the perfect cause marketing program instead of jumping in and testing the waters. The problem with cause marketing is that there is no Granimal program out there.
Most companies would be served by just what you say: if they approach cause marketing with inspiration and sincerity, they could just start a good thing.
Like my brother tells his students: “You have a wonderful future ahead of you. I suggest you get going.”
Joe
@joewaters
I’m so glad you raised this point, Joe, and the encouragement to jump in and give a cause marketing campaign a try, provided you’re doing it from a place of integrity.
And, in a roundabout way, that was my entire point. Undertaking a new venture will probably always feel scary and unknown. Too often we wonder excessively how others will perceive us and what the reaction might be. To a certain extent, I think when inspiration hits, you need to jump in and get moving.
Thanks for helping to clarify this post!
I couldn’t agree more. That is my approach – to help companies pinpoint where that integrity is, what their core giving values are, the changes they’d truly like to see made in the world, and then translate that into a cause marketing or corporate philanthropy plan. The impact of giving (and living) from a place of integrity is so huge for business, for causes, for donors, and even innocent bystanders observing the process. When it’s done from a place of truth, it’s tremendous, and people can’t help but buy in!
I love the “innocent bystanders” comment, Jessica. That is so true, isn’t it? And sometimes those innocent bystanders may even be moved to action.
What are some of the challenges you see in making this happen? Joe talked above about our hesitancy to jump in if all the stars don’t align like we feel they should. Thoughts?