Anne Landman's Collection
Let 'Em Run: Concept
Abstract
This document provides an example of "cause marketing," a public relations tool and business strategy that links the purchase of a product to fundraising for a worthwhile charity, project, or cause. The cause evokes strong emotions in the target while providing the triple benefits of increasing sales, improving corporate image and benefiting a charity.
In this document, Philip Morris proposes a program called "Let 'em Run," a project to "help alleviate the plight of wild horses in the west." The actual plight the horses are suffering is not stated in the document, but the goals of the program do not involve them. Rather, the goals are to "generate awareness of the cause and Marlboro's involvement in the cause," to "begin word of mouth conversations among our smokers" and to "connect with our young adult smokers." The program would allow PM to "connect with the smoker by creating affinity with the brand and by providing those that are interested with a way to participate themselves."
Such a cause marketing program would also benefit PM by providing a continuing communication channel to its customers, and would help increase the spread of its feel-good corporate efforts by prompting smokers to bring friends to cause-related events:
"--Develop a follow-up communication stream that updates smokers on the progress [of the Let 'em Run" program]" --Create an event that mobilizes smokers to get others involved (i.e.: walk-a-thon)." This document shows Philip Morris contemplating linking its dangerous product to a positive emotional cause, and leveraging that emotion to stimulate sales among its younger targets.
Cause marketing is becoming increasingly common. Another example is the department store chain that offers to donate 1 or 2% of its sales of cosmetics to fight breast cancer. This effectively leverages women's strong emotions about breast cancer to increase sales of cosmetics.
Fields
- Quotes
Let 'em Run: Concept
Objective: Utilize cause marketing in a way that --Is relevant to Marlboro --Connectis with young adult smokers
CAUSE: Let 'em Run Helps alleviate the plight of Wild Horses in the West
Let 'em Run: Our Role Donor or Owner?
Recommendation: Donor, with smaller horse representation on Marlboro Ranch --Donate resources to support existing foundations or sanctuaries that need funding in order to increase capacity.
Rational- Donor:
--Fewer barriers to entry or exit --This is their core competency --Less potential for external conflict (vs. buying land) --Logical "toe in the water" on conservancy
Concerns:
--Less ownership and control --Finding the right benfactor
Let 'em Run: Communication
--Our goal is to generate awareness of the cause and Marlboro's involvement in this cause.
--Our goal is to connect with the smoker by creating affinity with the brand and by providing those that are interested with a way to participate themselves.
Let 'em Run: the Execution
Recommendation: Program that is genuine and authentic, not overly promotional
LOGO: Link to all appropriate vehicles
Contest: Essay about why you connect with this cause. Opportunity to have an expense paid trip to volunteer at a horse sanctuary.
Pin: Give out pins for smokers to wear to demonstrate support of cause. Begin word of mouth conversations among our smokers...
Let 'em Run: Ongoing Relationship
--Develop a follow-up communication stream that updates smokers on the progress
--Create an event that mobilizes smokers to get others involved (i.e.: walk-a-thon).
- Company
- Philip Morris
- Author
- Presumed author, Philip Morris
- Recipient
- Presumed recipient, Philip Morris
Document Images
