Geoff Livingston's Blog

Posts Tagged ‘cause marketing’

We First’s @simonmainwaring on Cause Marketing

Posted on: January 21st, 2013 by Geoff Livingston 2 Comments

Simon Mainwaring

I first met Simon Mainwaring in Boston in September, 2011 when we shared a keynote on best cause marketing practices (thank you, Katya). Ever since then, I have admired Simon’s unwavering commitment to change the world through cause marketing.

His bestselling book We First is a must read for anyone who believes that businesses play a role in their larger community. I wanted to check in with Simon, and see how the We First project was coming along. Here’s what he had to say…

GL: How has We First been embraced by the business community?

SM:Outright the business community has been very kind and open towards We First, welcoming both the book and its message. That said, the purpose of We First is to contribute towards substantive change through which the private sector tempers excesses that compromise the lives of others and does more to contribute towards positive social change.

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Komen Arrogant In Denial

Posted on: June 3rd, 2012 by Geoff Livingston 23 Comments

At last week’s Cause Marketing Forum, The Great Breast Cancer Debate panel at the 2012 Cause Marketing Forum featured Margo Lucero of Susan G. Komen for the Cure. Susan G. Komen for the Cure seen a 20% decrease in corporate sponsorships over the past year, but blames the economy rather than the very public fiasco it experienced when it pulled funding from Planned Parenthood.

Lucero’s statement met an audible gasp from the Cause Marketing Forum audience.
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Rethinking Strategy through Storyboards and Cognitive Maps

Posted on: May 22nd, 2012 by Geoff Livingston 5 Comments

Image by Wild Olive

In today’s networked media environment, marketing strategists find weaknesses in linear approaches to selecting campaign tactics. Break that strategy planning process by integrating best practices from web site user experience (UX) design with storyboards and cognitive maps.

Today, most marketers end strategies with media choices and tactics (and hopefully associated measurement choices). This linear process represents a common inside-out perspective, and fails to embrace the customer/stakeholder experience.

UX design seeks to keep people engaged in a great online experience. Similarly, instead of treating customers and stakeholders like cattle, we should build marketing campaigns that inform and entertain in a comprehensive experience.
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