This week’s free webinar sponsored by MSLGROUP offered a
glimpse into the world of effective cause marketing promotion at retail and
involving consumer products. MSLGROUP’s Anne Erhard guided attendees through a
promotional path that included incentives, visual impact, employee engagement
and multi-player partnerships with a variety of real-life examples.
The illustration that brought to life all of Anne’s
excellent tips was the March of Dimes’ (MOD) ‘imbornto’ campaign, shared by
MOD’s chief revenue officer, Sandra Hijikata. Created with corporate partners
in mind, the campaign is executed during the period between Mother’s Day and
Father’s Day and highlights the inherent future potential of a child.
One corporate success story shared by Hijikata is a boutique,
B2B company called Mud Pie, which produces baby footwear. Mud Pie turned a
customer request for socks that would fit an infant in the NICU into a fully
integrated cause marketing partnership with March of Dimes.
Mud Pie told their story to consumers and pledged to donate
10 cents from the sale of their socks to MOD. This authentic, meaningful story
and donation pledge earned the company a 23% year over year increase in sales.
The campaign featured eye-catching display toppers to raise
awareness of its commitment to MOD. Extensive B2B sales team training helped
reps weave in March of Dimes stories to drive purchase orders, resulting in a
20% year over year increase in sock sales to retailers.
This was just one of the powerful examples shared in this webinar.
Thanks to MSLGROUP, you can access a recorded version of this webinar at no
charge by clicking here.