What "Causes" Consumer Engagement

CMOs and other senior-level marketers have chosen to spend more money in 2009 and 2010 on cause marketing than ever before. At the last Association of National Advertisers Conference, "purpose-driven marketing" was practically evangelized. But, questions important to marketers remain. What kind of cause gets the most response from customers? Who is most likely to respond and how? Can cause marketing backfire, and how can you avoid that? Research from the 2011 BlogHer Social Media Matters Study seeks to get past the "if companies give to a good cause, consumers will buy more and pay more."

What “Causes” Consumer Engagement

Date: Tuesday, June 28, 2011
Time: 12:00 p.m. ET / 9:00 a.m. PT

CLICK HERE to register for free

CMOs and other senior-level marketers have chosen to spend more money in 2009 and 2010 on cause marketing than ever before. At the last Association of National Advertisers Conference, “purpose-driven marketing” was practically evangelized. But, questions important to marketers remain. What kind of cause gets the most response from customers? Who is most likely to respond and how? Can cause marketing backfire, and how can you avoid that? Research from the 2011 BlogHer Social Media Matters Study seeks to get past the “if companies give to a good cause, consumers will buy more and pay more.”

You will learn:

  • The top findings revealed in the Cause Consumer Engagement research and implications for marketers
  • How Cause Consumer Engagement can move consumers from talk to purchase
  • The role of tapping “passions” and bloggers in cause marketing
  • The most influential consumer segments in cause marketing
  • How cause marketing compares and contrasts in four key regions globally
  • Successful examples of truly engaging consumers in cause marketing

Featured speakers
Kelley Skoloda, partner/director, global brand marketing practice, Ketchum
Melissa Kinch,
SVP/associate director, North American corporate practice, Ketchum
John Cusolito,
VP and manager, external relations, Liberty Mutual
Elisa Camhort Page, co-founder, BlogHer

Moderator
Steve Barrett, editor-in-chief, PRWeek

 

Sponsored by

Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. Named 2010 Large PR Firm of the Year (Holmes Report and PR News) and the winner of an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com.


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