Black Friday. Cyber Monday. At the end of the year, holiday marketing related press releases are flying fast and furiously across my desk (by which I mean, inbox).
But one branded marketing day had my special attention this year — Giving Tuesday — because of the copywriting contest we’re now running with a nonprofit organization, Consumer Reports.
For the uninitiated, Giving Tuesday is the Tuesday after Thanksgiving, a promo/hashtag/branded day/whatever that started in 2012 as a backlash against the commercialization and consumerism of Black Friday and Cyber Monday.
And Giving Tuesday raises an essential question that marketers can leverage year-round …
Does cause marketing provide a more effective incentive than offering discounts?
If you’re familiar with the MECLABS Conversion Sequence, a heuristic patented by MarketingExperiments’ parent company MECLABS Institute, the “I” stands for “incentive (additional) to take action” and is a positive element that, when used just right, can give that little extra nudge that tips the cost/value calculation the customer is making in their mind to the value side, thus ensuring a conversion.
The problem is, many marketers abuse incentives. And they become a margin killer.
But with cause marketing, you’re not devaluing your product with a discount. In fact, if anything, you’re adding a little extra shine to your brand. And, hey, we’re all humans too and not just marketers — with cause marketing, you’re doing a little good in the world.
But would customers want to help others more than keeping a little extra money in their pockets?
HeroMe, a manufacturer of customizable superhero toys for children, ran both Cyber Monday and Giving Tuesday promotions.
Cyber Monday promotion
For Cyber Monday, HeroMe offered a 40% off incentive. Here is the primary landing page image that was used.
Categories: General black friday, Conversion Sequence, cyber monday, giving tuesday