Cause Marketing—A Perfect Form to Build Awareness

Steve Adubato, TV personality, author and motivational speaker, fascinated members of the New Jersey Advertising Club and the New Jersey Chapter of the Public Relations Society of America Thursday evening, November 10, at the Woodbridge Hilton as Tim McCloone of Holiday Express, Karen Meleta of Wakefern Foods, Edward Efchak of the North Jersey Media Group and Denise Lange of Words & Music shared their thoughts on Cause Marketing. Using his own personal form of moderating, Adubato drew laughter and applause as he deftly brought out points many had not known before from the four panelists, each with a different perspective.McCloone’s Holiday Express seeks sponsors for his music and food program for the homeless, Wakefern Foods seeks partners to promote, Efchak’s cause is building community, while Denise Lange looks at this type of marketing from the media standpoint.

Pearls from their lips
• Cause Marketing is community outreach, bringing people together.
• Cause Marketing means — if you do this, we will do that, raising awareness of both parties.
• If you support the brand, you’ll be supporting the program.
• If a business partners with a non-profit, it gets the kind of publicity money can’t buy.
• Make the pitch in 30 seconds.

return to December 2005 Adtalk