barkworld presentation activating community
DESCRIPTION
A discussion on Cause Marketing and how to be involved with Petco's cause marketing.TRANSCRIPT
Helping pets in need while activating
Community
Director of Social Media, Kat Smith
Cause Marketing: the biz case
• 47% of consumers have bought a brand at least monthly that supports a cause, representing a 47% increase from 2010
• 39 percent increase in “would recommend” cause-related brands
• 34 percent increase in “would promote” cause-related brands
• 9 percent increase in “would switch” brands if a similar brand supported a good cause
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm
Why you’re influence is critical…
• 61% of U.S. online consumers have made a purchase based on recommendations from a blog.
• 77% of Internet users read blogs.• Consumers who research across online,
offline, & mobile spend 18-36% more than those who don't.
2011 Cone/Echo Global CR Study
Who has cause with community activation
down? Susan G. Komen Foundation
How cause activates a community
Inspires people to take action
1. A finite goal is established 2. That goal is tied with action for people
to take3. Their individual action is linked to an
impact they can share with their community
4. That impact is linked to making a difference
5. The community rallies: difference made
Step 1: Activate with a brand
Identify programs, missions and philosophies
Did you know Petco’s Think Adoption First…
• Discounts and rewards people who adopt?• Supports rescues in-store and in communities?• Holds National Adoption Weekends each month?
Think Adoption First
Step 2: Align with your passion
Communities respond to authenticity
Know:What cause gets you going?Who the key players are involved in that
cause?What will make a difference for that
cause?
Case Study: Train to Adopt• Petfinder piloted Train to Adopt program
with the Animal Rescue Site• Tremendous success: 98% adoptability
improvement• Brought findings and value prop to
Petco• 7 stores now piloting it • More than 1,000 dogs will receive
training from the shelters selected in 2012
Step 3: Do the researchBrands & Non-Profits respond to metrics
Know:How can the cause be impactful for them?
Think in terms of numbers – views, clicks…Think in terms of content – stories, video…Think in terms of the community members – influencers, advocates…What is the cost for them to participate?
Step 4: Pitch it!
Highlight the value- addKnow:• How it aligns with their brand or mission• What kind of results they can expect• What the benefit of involvement is• What their cost and contribution needs
to be
Step 5: Collaborate!Bringing the program to life
You have identified:• The goal• The call-to-action• The partnership tactics and timing• The benefit for your community• Making a difference with real-time
communication
Service Dog Awareness
Shameless Self Promotion
Crazy About Pets!
Looking for influencers!#DearPetco activating for cause and funNational Adoption Weekend and
Woof Wednesday with Natural BalanceBreeds in Need, Food Drive and Tree of
Hope for the Petco Foundation!