Effective Cause Marketing coupled with technology can help businesses to differentiate brand, improve customer engagement and increase sales through the power of charity.
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
9 ways how cause marketing can help you achieve your marketing objectives.
1. 9 ways how cause marketing can help you
achieve your marketing objectives.
Ritvvij Parrikh, Founder (TracksGiving)
Presented at India Center for CSR
on July 27, 2012
TracksGiving
2. What we do?
We provide businesses with tools and services to
help differentiate brand, improve customer
engagement and increase sales through the power
of charity.
For non-profits, this generates new funds,
increases awareness about their mission and
activates new supporters.
TracksGiving
4. Steps to cause market
Understand your marketing objective
TracksGiving
5. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
TracksGiving
6. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
TracksGiving
7. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
TracksGiving
8. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
TracksGiving
9. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
TracksGiving
10. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
TracksGiving
11. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
Launch the campaign and monitor operations
TracksGiving
12. Steps to cause market
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
Launch the campaign and monitor operations
Help communicate last mile impact to customers and reiterate brand
TracksGiving
13. #2 - 9 ways how cause marketing can
help you achieve your marketing objectives
TracksGiving
14. Marketing Problem:
“I am compelled to compete on discounts!”
- E-commerce site
Live campaign
TracksGiving
15. 1. Take the discussion away from
discounts
Problem E-commerce market is driven by discounts
Campaign Donate 1%. Make customer donate another 1%
Result 65% customers gave.
TracksGiving
16. Marketing Problem:
“Families find it too cheap to sell their baby’s products.
How to convince when money does not matter?”
- PreCared.com (used baby products business)
Live campaign
TracksGiving
17. 2. Invoke compassion to influence
when money does not matter
Donate baby products to PreCared and proceeds educate a
Campaign
child.
First day of campaign, upper middle class families donated
Result
baby products to PreCared worth Rs. __.
TracksGiving
18. CARE India uses TracksGiving for its campaign with a bank
Will be launched soon
TracksGiving
19. 3. Differentiate a commoditized
product
Problem Fixed Deposits are a highly commoditized product
A Fixed Deposit where customer can donate part of interest
Campaign
earned to a credible NGO
TracksGiving
20. Marketing Problem:
“I want to make my products to go viral among friends”
- WYO (T shirt company)
Will be launched soon
TracksGiving
21. 4. Transform customers into
brand ambassadors
You buy 1 T-shirt and WYO
feeds 2 children for a day.You
Campaign
refer WYO to 6 friends and
WYO feeds 6 children for a day.
TracksGiving
22. Marketing Problem:
“My business is facing the classic Intel Inside problem.”
- Organic, fair-trade, cotton farmers association (Mock client)
TracksGiving
23. 5. Create awareness of hard-to-
market brands
Scan QR and read Problem The classic Intel Inside problem
story of farmer
Premium Apparels business in
Brand
Europe using organic cotton
Donate at POS
and track to farmer
Europe India
TracksGiving
24. Marketing Problem:
“I want to reach a customer when he is hungry and surprise him.”
- Little Burgers (mock client)
Under R&D
TracksGiving
25. 6. Break ice with a smile to
acquire a new customer
Who: Fast Food Chain + Mid day meal program
Campaign: Find people in Mumbai who are hungry through Twitter
Result: Reach out to 100-200 people at less than Rs. 10
TracksGiving
26. Marketing Problem:
“I want to know what communication devices my customers are using.”
- Offline electronics retail store (mock client)
Under R&D
TracksGiving
27. 7. Know thy customer
Donate Rs. 100/- for every order.TracksGiving will
Campaign
send out an email with charity report
1) Location (where in Mumbai?)
2) Device, Platform, Model
What analytics? 3) How long did they read the email?
4) Are they brand evangelists? (forward)
5) Social Media profiles (FB, LinkedIn)
TracksGiving
28. Marketing Problem:
“I want know my loyal fans. But I don’t get to see my customers.”
- Magic in a Bottle (mock client)
Under R&D
TracksGiving
30. Marketing Problem:
“I want to my customers to be emotionally attached to the bank”
- Sunshine bank (mock client)
Conceptualization
TracksGiving
31. 9. Create sense of ownership
through Gamification
If Ratan Tata can have his charity Foundation, why can’t I?
• Bank has financial services like RD, FD, Saving interest, etc.
• Create a new account: Personal Foundation Account
• Money In : Deposit, Create FD, ask friends to give, etc.
• Money Out: To foundation’s NGOs
• No legal registration of trust, Express individuality, Launch competitions between
various foundations, etc.
TracksGiving
33. What it does?
Campaign Order management
management for Workflow management
business Defined experience for customers
Campaign Campaign Analytics
Analytics for Email Tracking
business Twitter Tracking
TracksGiving Front-end Own the brand
Integration for Own the experience
Engine Business
Transparently track donation
Transparency
Read reports
for Individual
Accessible from mobile devices
Donation Accounting
Management Sending Reports
for charity Billing, Collections between parties
Tax receipt automation
TracksGiving
34. Cause marketing Apps
Electronic Bank
Payroll Referral Email Twitter
Donation Integration
Giving System Marketing Marketing
Box Billing ...
TracksGiving
Engine
TracksGiving
36. Who are we?
Full Time Team
Volunteers from Rocket Fuel, KPMG, MIT Media Labs, IIT-Bombay, Ashoka, etc.
TracksGiving
37. Awards and Recognition
Received investment - 2011
Semifinalists - 2012
Top 350 social enterprises from
3500 applications world wide
Finalists - 2012
Shortlisted - 2012 (still to pitch for round 2)
TracksGiving
38. Our friends at ThoughtWorks
The wonderful people at ThoughtWorks gave us a team of 15 for 1 month to
develop open source software for us.
TracksGiving