Bella Graphics is the presenting sponsor of Miss Wyoming 2006. A presenting sponsor pays for that designation with cash and in our case a combination of cash and services and product. To us it is a part of our marketing plan.
Two things are happening in January. Bella Graphics will launch it’s “shapes promotion” and we’ll send Miss Wyoming off to The Miss America pageant in Las Vegas.
By shapes we mean rigid print images on gatorboard for instance are cut into shapes or silhouettes to add a new dimension that will attract more attention. That is what Bella is in business to do, help our customers attract favorable attention!
We are featuring Miss Wyoming and her aerial talent performance in our “shapes promotion” As we do that we are promoting a real statewide send-off and we are doing that lean. As a newsworthy public service promotion.
There are only about 440,000 people in our entire state. Heck we could email each one of them and accomplish several things:
We would introduce them to Miss Wyoming and encourage them to visit the Miss Wyoming Web Site, show their support, buy something, book Miss Wyoming for a future appearance, and watch Miss America Pageant on CMT on January 29th.- While they are at it they might be so inclined as to follow a link to our web site.
Is this a good way of spend the marketing dollar? We’ll see. Cause related marketing is a fresh approach in an advertising age that is stuck in the mud with more and more of our messages tuned out, deleted, or thrown in the trash. .
People are tired of one way marketing. That one way is usually “we have”, “you buy” TV or radio adds that try to be funny or cute but aren’t memorable. But it is only worth as much as you are willing to put into it. The good thing is you can get a lot of distance by investing time and effort. There are plenty of opportunities to standout out by helping out.
Cause related marketing is much more creative and captures the curiosity because it can be remarkably different. You might view an email from a company like Bella Graphics as spam and have an entirely different perception of something that came from Miss Wyoming. Are bet is that our recipients will be curious.
Curious and secure in the source enough in the source to open, read and click.
To make cause related marketing work you have to know the difference between promoting the cause and shameless self-promotion. Self-promotion is sniffed out by the consumer like stink on a monkey.
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