Cause Marketing: Noble Profits
Last year Susan G. Komen for the Cure generated $35M in revenues from sales of branded products. Whether a pair of pink New Balance trainers or a pink Swiffer, these products seek to capitalize on a broad national interest amongst their target demographics in curing breast cancer. By connecting with this important cause, these consumer products companies seek to increase sales, sometimes earning a premium at retail, while increasing loyalty to their brand.

Cynical? Hardly. While some of these efforts are developed in service to the almighty dollar, many direct spending toward products and companies committed to sharing their profits with causes they strongly believe in.

The nursery and landscape industry has long been recognized as full of good people and businesses, strongly connected to their staffs, their customers and their community. This month we explore how several firms have learned how to do well in business by doing good with personal and local causes.

The May issue of ANLA Today also looks at a new effort to launch a national, product-based, cause marketing effort, formerly the sole domain of power-house consumer products companies. Perhaps you will want to join the effort to raise $1M for breast cancer research by hosting your own Pink Day this summer.

Special thanks goes to Spring Meadow Nursery. They walk the talk, a firm built on a culture of quiet philanthropy, supporting the Horticultural Research Institute, a scholarship program and many local causes. They are also the focus of this month’s cause marketing case study on a national, cause marketed product launch.

Let’s get started, shall we? The articles in this month’s ANLA Today are listed on the right in the "table of contents." Just click on them and begin watching/reading.

* This issue of ANLA Today requires that you complete a free registration on the ANLA Knowledge Center. To begin the brief (we promise!) registration, just click on the link in the upper right hand corner.