Last week Chicago played host to the 7th Annual Cause Marketing Forum Conference. The event included powerful presentations from the leading advocates of cause marketing, as well as a speech from our very own VP, Willam Doyle.
Bill’s presentation “Consumer Insight: The Power of Cause in a Down Economy” brought to light how the public is viewing Corporate America’s sponsorship objectives during this period of financial hardship. He noted that 69% of people surveyed are offering a lower approval rating of Corporate America than they would have one year prior. Obviously in tough economic times the consumers have a tough pill to swallow, watching big business recieve bail out money and government assistance, while they try to make ends meet at home.
So, that brings us to the question of how to continue spending money on event sponsorship and marketing, without making ourselves look unsympathetic or indulgent to the consumers?
The study Bill presented also offered a solution to this problem: Relate to the consumers concerns, and go on a diet like everyone else!
The public would like more dollars spent on cause and less on sponsorships that could be considered frivolous (sports, arts, etc.). By doing so, corporations keep themselves in the public eye, while putting emphasis on their compassionate side. This method is sure to have a beneficial effect in terms of public perception towards a company.