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by: Jeff R. Lamb
The bespectacled colonel who is the face of a popular fast food chicken restaurant has temporarily
left the world of fried chicken to instead fill in potholes. Following the recent trend of
cause-marketing, the company is now helping local governments by fixing their streets. The business
donates the money needed to generate the supplies and manpower to repave and reconstruct streets
and other areas of infrastructure in need of repair. In return, the fried chicken giant can market
their campaign by stamping their current advertising slogan on the freshly laid pavement.
Is this an example of a company taking advantage of an opportunity to use outdoor
advertising/alternative advertising tactics or is this a story of charitable donation and a caring
business? Well, why can't it be both?
Yes, the company is taking advantage of an opportunity. In fact, this outdoor advertising campaign
actually takes advantage of several of them. For one, it is an excellent opportunity to market a
new promotion or slogan. It's hard to miss text that is painted on a street; they use it to
supplement traffic signs. Additionally, there is the opportunity to establish a positive public
image: one of the biggest goals of many alternative advertising programs.
Now, if the company had simply paid a sum of money to the community in order to brand the roads,
literally, they might lose a bit of credibility with consumers in the local market. However,
because the money (and the message) is going directly to a cause that benefits the public, This
branding goes from shameless alternative advertising move to a patriotic execution of civic
duty.
The current economic landscape provides the perfect opportunity for corporations to use alternative
advertising methods to stand out by connecting with local communities in a meaningful, helpful way.
According to studies too numerous to count, this trend of cause-marketing appears to be growing.
For example, a major bathroom tissue manufacturer provided a public restroom in Times Square for
the third holiday season in a row. Along the same lines, a recognizable coffee giant donated about
400,000 hours of community service towards the rebuilding effort in New Orleans. And a growing shoe
company donates a pair of shoes to a child in a developing country every time a pair of their shoes
is purchased.
The idea here is nothing new. It has always been acceptable in a healthy capitalist society to
exchange public services or works for recognition, whether on an individual level or
organizational. Think about how politicians use volunteerism and good works to promote their
"brand."
About The Author
Jeff R. Lamb is the president of DOmedia. The DOmedia Community is the place for all members of the
alternative advertising industry to come together, share ideas, ask questions, promote best
practices and meet others who have the same passion for alternative media in all of its forms.
Asset Owners. Advertisers. Agencies. Aficionados. Learn more at http://www.domedia.com
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