Eric Gazin
Cause Marketing Business Owner
- December 23, 2009 • 6:17 pm PST
- + responses
I have been fortunate for a number of years to run some very high profile cause marketing initiatives on the eBay platform. We just for example helped Volvo promote a new car design and the work of an amazing artist, raising money for the World Blind Union - www.ebay.com/volvo.I am curious if consumers (as according to Carol Cone) truly prefer brands that support causes which they identify with. My limited research has shown that all things being equal, consumers want to do good as long as they are still getting something they were already likey to purchase. Once in a while, a winner of our auctions cares more about the cause than what they were bidding on. We tend to think this kind of person would have found a way to help the charity regardless, and winning a special auction is a nice reward for them.Would love to share thoughts with other cause marketers here and continue the themes of Good.Is
