Finding a Marketing Shoe that Fits

As my friends at *cino say, I hope you had a happy "interdependence" day.

I want to let you know about an article I had published this week. It's on three types of cause marketing. One of the examples I use is TOMS Shoes. You may have seen the recent AT&T commercial featuring this cool company. Here's the intro to the article with a link to read the rest. Thanks for reading, and for sharing my interest in these matters!

We live in the age of awareness. The world feels smaller, its problems are clearer, and its solutions—so they seem—are more manageable. No longer do I picture Africa as a distant place with insurmountable, unimaginable trials. I just see a $10 mosquito net. Creative framing and ingenious invitations have made getting involved a snap. And the sheer number of opportunities provides even the tiniest niche of people with something to do.

Since folks are in the market for buying causes, marketers are in the business of selling them. But not all cause marketing is created equal...

READ MORE at The High Calling website.

The High Calling is a site about work and God.


6 comments:

Marcus Goodyear July 7, 2009 at 9:48 AM  

I really enjoyed this article, Sam. It's a wonderfully specific critique of different approaches to cause marketing, without being critical of the companies that use each one.

And there has been quite a bit of controversy over TOMS shoes. They are a "for profit" company after all.

L.L. Barkat July 8, 2009 at 1:18 PM  

Just stopping in to scatter some of my genius in your comment box. ;-) Huh! You are too funny, Sam, saying that over on my blog.

MG is wrong [sorry MG! :) ]. Genius does exist. In all of us.

Every Square Inch July 8, 2009 at 8:34 PM  

I left a comment at the HC site but thought I'd stop by here to say how much I liked your article.

Ad campaigns like (RED) that don't make the cause "the point", are actually saying something philosophically. Essentially, it elevates pragmatism and material wealth - even as it devalues care, concern and love.

Sam Van Eman July 8, 2009 at 9:50 PM  

Even if (RED) does have a generous intention, the ad buries it.

Thanks for the compliment.

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