An inside look at the power (and potential danger) of the Pink Ribbon campaign and all the brands who are participating and supporting the cause.

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by
Best Selling Author of Likeonomics CEO of Influential Marketing Group
The Fight Against Breast Cancer 9 Marketing Lessons & A Caution …
ORIGINALLY PUBLISHED ON OCTOBER 9, 2009

2. 1. Choose an ownable color.

3. 2. Offer exclusive products.
Wilson Golf Clubs
KitchenAid Artisan Stand Mixer

4. 3. Focus on influencers of your target.
The NFL (mostly male) goes pink to support breast cancer (mostly women)!

5. 4. Support with BIG stunts …
White House Goes Pink (2008)
Sydney Harbour Bridge Goes Pink

6. 5. Make it easy for people to act.
Safeway (US Grocery Chain) lets customers choose to donate at the point of purchase.

7. Amount of Research You Sponsor With A Donation:
$25 = 30 min $50 = 60 min $100 = 120 min $600 = Half Day
6. Let people choose where their money will be spent.

8. 7. Find committed partners.
Cost of painting 1 Delta Airplane > $20,000
Zune purchase price = $250 Amount donated = 100%*
* Ford and Microsoft teamed up on this promotion in 2007

9. 8. Be everywhere at once.
Hundreds of products ranging from breakfast cereal to digital cameras were turned pink and offered for sale to support the cause.

10. 9. Create unexpected experiences.

11. Caution: Beware of “Pinkwashing.”
As with any cause marketing campaign, there are going to be skeptical voices. For the pink ribbon, these voices come from Breast Cancer Action, an organization on the lookout for participating companies who make products some argue may cause cancer.
It is a strong reminder that when it comes to cause related marketing, authenticity is still of paramount importance.

12. Why did I share this?
The level of involvement from companies in the fight against breast cancer is simply amazing. As a marketer, this is a story I simply couldn’t avoid sharing.
Yet this global visibility can add an element of “me too” participation from brands that dilutes the campaign overall and risks alienating audiences.
This presentation highlights key marketing lessons, but also shares a very real caution to marketers that there is no substitute for authenticity.
First published on the Influential Marketing Blog: http://www.trustimg.com/blog
/blog

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