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to those facing the disease. (https://friendsinthe ght. yoplait.com/#our-partners)
BestBuy: Electronics Recycling. The headline on
Best Buy’s e-cycle website touts “No matter where
you bought it, we’ll recycle it” and information that follows provides information on recycling old, unused, or unwanted consumer electronics including computers, keyboards, monitors, cell phones, TVs, and more.at
all U.S. Best Buy stores. What they offer is an in-store solution including kiosks just inside the door for easier drop off. And the company does not charge a fee for recycling most consumer electronic products. Common consumer barriers are addressed with a “Frequently Asked Questions” section on the website. Customers with concerns about access to personal data have
the option to remove their data themselves, or they
can consult with the Geek Squad® Agent regarding services to remove the hard drive before handing a PC over to be recycled. Bene ts to the environment are highlighted in Best Buy’s annual sustainability report, where it was reported in 2011 that they had collected 83 million pounds of consumer electronics. And we can imagine bene ts to the company as well, with those bringing in used and unwanted items likely looking for a replacement.(Kotler et al., 2012, pp. 119-121.)
McDonald’s: Childhood Immunizations. Ronald McDonald House Charities teamed up with the American Academy of Pediatrics, health departments, and health care providers around the United States
to “Immunize for Healthy Lives”, an immunization education program in existence since 1994. One of McDonald’s corporate social marketing efforts is to in uence timely immunizations by providing tray liners for use in McDonald’s restaurants, ones displaying the recommended immunization schedule. They have also provided space in some locations for health department nurses and public health of cials to review children’s immunization records, address parents’ questions and concerns regarding the safety of immunizations, and provide information on community resources including nancial support. (Kotler & Lee, 2005, p 41.)
What Makes a “Perfect Match”?
Several attributes help create a strong partnership that will bene t the corporation, as well as the cause. The more of these that are true for the potential match, the more “perfect” it is likely to be:
• It must pass the “smell test”, where consumers don’t mistrust or question the company’s
commitment and genuine concern for the social issue (e.g., Pampers’ concern for Sudden Infant Death Syndrome and ability to play a prevention role).
• The core values of the company are aligned
with the social cause (e.g., Starbucks having corporate goals and numerous initiatives related to protecting the environment).
• The social issue is one that your target audience cares about (e.g., Macy’s focusing on women and the number one cause of death for them, heart disease).
• It helps if it is an issue that the company’s employees care about (e.g., FedEx drivers who are concerned for pedestrian safety, perhaps having witnessed pedestrian collisions).
• The initiative provides opportunities for the company to contribute excess resources (e.g., PetSmart providing space in their stores for animal adoption).
• The effort is convenient for participants, and at the same time builds traf c in retail locations that then increase purchasing (e.g., Best Buy’s e-cycle kiosks in store fronts).
• The relationship helps secure a desired brand positioning (e.g., SUBWAY’s partnership with the American Heart Association and recognition by the First Lady for offering healthy fast food options).
As I often hear on “matchmaking” TV commercials, “Your perfect match is just waiting for you. Go find them!”
References
1. Kotler, P., Hessekiel, D., Lee, N. (2012). GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World . . . And The Bottom Line. Hoboken, New Jersey: John Wiley & Sons.
2. Kotler, P., Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Hoboken, New Jersey: John Wiley & Sons.
3. Lee, N., Kotler P. (2015). Social Marketing: In uencing Behaviors for Good. Thousand Oaks, California: SAGE Publications.
Author: Nancy Lee is an adjunct faculty at the University of Washington and owns a small consulting rm in Seattle, Social Marketing Services. She has coauthored 10 books with Philip Kotler.
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