On Cause-Related Marketing
Copyright Jack Mixner. 714 449 1040. www.mixnerstrategy.com
Middle market companies normally leave community objectives behind and focus instead on finance or marketing instead. If they do address the community, they do it with corporate donations.
Aldo, the shoe maker, is doing something different. Teaming with celebrities, it is raising money for AIDS while increasing its own recognition within its target communities (see the YouthAIDS website, below). "Aldo's primary product is no longer a shoe but an idea: the combination of being healthy and being cool (Roberts, page 5.)"
The strategy, called "below-the-line" integrated marketing, includes such alternatives to mass marketing as promotions and events that create buzz and intrigue, particularly among young people (Roberts, page 2.)
Strategic Implication
Mass marketing is very expensive for middle market companies. Targeting marketing efforts like Aldo has increases marketing effectiveness.
References
Roberts, Kate. Marketers for Life. The same techniques that sold cigarettes are slowing the spread of AIDS. strategy+business. Winter 2006. http://www.strategy-business.com/press/article/06401?gko=fa6b7-1876-20605208