People will support your company if they really know you're doing
the right thing. That's what a successful corporate image is about
for the future. And the world is watching and talking about you if
you do the right thing. That's the best advertising you can hope for!
There is no limit to the potential profits of social entrepreneurs. "Many of today's entrepreneurs are building their businesses...on the idea of fulfilling a new kind of social contract," writes Ann Charles, "one in which organizations voluntarily take responsibility for the 'triple bottom line': people, planet, and profits." This opens the door to some exciting new possibilities.
Since we can't contribute our way to a solution of our social problems, what if we could consume our way to it? What if our growing demand for food, clothing, shelter, and energy generated a growing cash flow to help the poor, homeless, malnourished people among us? This is the vision of social entrepreneurs. It's the story of hope that T3 corporations communicate through their cause marketing.
When consumers see that a company invests its time, talent and treasure to meet a massive human need, they want to become part of its story. They want to patronize its product and services to strengthen its societal impact. Cause marketing plays a vital role in this process. It identifies consumers most interested in a particular cause, and connects them with an organization devoted to that cause.
WHAT EXACTLY IS T3 CAUSE MARKETING?
GIVING TIME, TALENT & TREASURE
PAIRING YOUR BUSINESS WITH A GOOD CAUSE!
American Express coined the term "cause marketing" in 1983 to describe its campaign to restore the Statue of Liberty. For this monumental project, the company pledged a penny for every transaction and a dollar for every new American Express account that was opened during a four-month period. AE customers loved this patriotic campaign and promoted it by word of mouth, raising $1.75 million to give the American icon a new luster.
Since then, thousands of companies have undertaken some form of cause marketing. Edelman, the world's largest public-relations firm, reports that two-thirds of consumers believe it's no longer enough for corporations to merely give money away...they must integrate good causes into their day-to-day business. Successful cause marketers see significant increase in sales and profits when they champion the causes of their customers.
T3 corporations are especially proficient at cause marketing because their people live and breathe the causes they support. Indeed, companies exist to meet specific needs they have targeted.At the same time they provide goods and services that enable people to thrive, they generate millions in profits to expand that support in the future.
HARNESS THE POWER OF CAUSE CAPITALISM
the new marketing of the 21st century
Peter Hirsch, Social Entrepreneur
After graduating at the top of his class from Yeshiva University Cardozo
School of Law in New York City where he was an Editor of The Law Review,
Peter went to work with one of the nation’s premier law firms, Cravath, Swaine
and Moore. In 1992, Peter left the firm to work full time in sales and motivational
training and corporate consulting. Peter has consulted for many Fortune 500
companies and sales organizations, developing commission structures, policies
and procedures, communication systems and sales strategies. Additionally,
through political and business relationships, Peter has helped a number of
corporations establish markets throughout Latin America, Europe and Asia.
A passionate Social Entrepreneur, Peter is also a sought after inspirational speaker, delivering talks and trainings, ranging from keynote speeches, to full weekend trainings, to sales and motivational talks before audiences of up to 80,000 people. Over 1,000,000 lives have been impacted by Peter’s messages on “Success by Design, not Delusion,” “From Success to Significance,” “Living the Significant Life,” “From Motivation to Mobilization,” “Communication for Transformation,” “Whose Retirement is it Anyway,” and “The Seven Secrets of the Money-Masters.” His first four books, Living with Passion, Success by Design, The Seven Secrets of the Money Masters and Living the Significant Life have sold millions of copies in dozens of languages around the world.
Peter received his doctorate in ministry in 2001 and has developed leadership and mentoring programs for business leaders and pastors in dozens of nations throughout Africa, Asia and South America.
Peter and Bob are the cofounders of Global Cause Marketing, Inc. Learn more about the authors and their company at www.globalcausemarketing.com.
"Peter and Bob have opened the door for thousands of people to enter into success. They will inspire you to live every day with passion as you embrace your purpose."
-- Dr. John C. Maxwell, Founder, The INJOY Group
Bob Gordon
His campaigns have won many awards and have proven to be highly effective for clients. He has worked in nearly every phase in the advertising business, from creative director owning his own creative service company, upmarket, producer, film director and cinematographer. He created the first international commercials for brand Heineken. Sales rose as much as 40% after the launch of the campaign. Gordon produced the most successful launch of a new product in history with the launch of Diet Coke. He was tapped by Eastman Kodak to do the definitive film showcasing motion picture film. His work for brand Visa was chosen and is displayed in the permanent collection of advertising in the Museum of Modern Art in New York City.
Gordon brings a lifetime of work in all areas of traditional advertising to the table. He has seen the good, bad and ugly in the world of advertising. He helps us look into what the future holds for marketing based on what he has learned from the past. He discusses how companies can future-proof their corporate image to insure their legacy.
HOW DOES CAUSE MARKETING WORK?
PRODUCT SALES PAIRED WITH CHARITABLE GIVING
EVERY COMPANY WANTS TO DO THE SAME THING.
Build a good strong name, sell lots of goods or services and future proof the company.
Future proofing your company means building a company name that allows you to immediately put a new product on the shelves and have people buy it because they trust the name.
NIKETM HAS DONE THEIR JOB WELL!
They built the name with lots of great image ads, however very few actually focus on a specific shoe or product. While Nike has done it with big ad spending another shoe company has done it without the big media buys:
TOMS, THE START UP SHOE COMPANY
who basically took Asian workers' soft shoes and put them on the feet of men and women in some of the most trendy and fashionable neighborhoods in America, selling them for $40 and up a pair. We hear this about Toms all the time: "I don't wear these shoes because they look beautiful or they are the best things for my feet. I wear them because I like what the company is about." Basically consumers feel good about the fact that they have a pair or Toms on their feet. Why? Because the shoes are a symbol of good social conscience and people are proud to display the symbol.
Toms' tiny ad campaign has been based on their corporate giving program -
a pair of shoes to a kid who would otherwise not have shoes -
for every pair you buy!
One for one.
SO, HOW DO YOU GET STARTED
WITH COMPASSIONATE CONSUMPTION?
CREATE A CORPORATE PLEDGE!
Let's pursue the vision a bit farther. It's reasonable to assume that companies using the "Compassionate Consumption" label would subscribe to certain standards, so that the public knows what they stand for. Here's what a "Compassionate Consumption" pledge might say:
- We give radically, live passionately, and create lives of impact, influence, success, and significance for every one of our employees and clients, as well as their clients and customers.
- We will help ordinary people make an extraordinary impact on their world. Whenever possible, we enable needy people to address their own needs, rather than making them dependent on financial aid.
- We focus on T3 principles in the conduct of our business. We teach our employees, customers, and investors to give their Time, Talent, and Treasure to improve the communities we serve.
These concise statements reveal that T3 marketers have a world view completely different from that of their competitors.
"The Principles Global Cause Marketing teaches will help you get the most out of life. It is my privilege to count Peter and Bob as friends and I can share with you that they live these principles daily and with passion."
-- Vicente Fox, President of Mexico, 2000-2006
Corporate Social responsibility works when it is deeply ingrained in the culture and highly connected to the strategy of a company. This is not easy to do, but pays huge rewards for both the company, and society over the long term. Cause Capitalism provides a game-plan for any company -- whether big or small - to make this happen.
-- Matt Flannery, Co-founder and CEO, Kiva
"The powerful principles Peter Hirsch and Bob Gordon teach have worked for thousands of people, and we have every reason to believe they can work for you as well. As a matter of fact, in my own life, when I adopted many of these principles which they discuss with such passion, every facet of my own life was impacted and enriched."
-- Zig Ziglar, Author, See You at the Top
Born in Providence Rhode Island the son of an advertising, radio and television
executive. After graduating from the University of Miami Law School, Bob
returned to his family roots and started from the bottom up in the advertising and
film business. During his 38 years in the industry, Bob created and or filmed as a
director/cinematographer many leading international global advertising campaigns
for clients including Nike, Pepsi, Coke, Siemens, Heineken, SC Johnson, Chevy,
Ford, Chrysler, Mountain Dew, Djarum, US Army, Chevron-Texaco, Exxon, Mobile,
Bell, to name a few.
