Archives: January 2017

Should Influencers Influence Cause Marketing?

To use or not to use a popular marketing tool?  That is the question.  Shakespeare, himself, opted for a popular marketing tool when he cast the famous tragedian, Richard Burbage, for the part of Hamlet.  This was probably a good idea, since according to Wikipedia, the play “has been performed many times since the beginning of the 17th century.”

Engage for Good recently posted “Statistics Every Cause Marketer Should Know.”  The numbers confirm that cause marketing is big, popular, and works.

What studies also show is that cause marketing works when it is genuine and credible.  There is a trust established between the consumer and the brand.  An implicit (or explicit) promise from the brand that its intent is to “do good.”  But the question for brands now more than ever is how to get the word out, and specifically, would a social media influencer’s influence influence the millennials who you want to influence?

Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.”  70% of YouTube subscribers trust influencers’ opinions over celebrities.  And according to one study, on average, businesses generate $6.50 for every $1 spent on influencer marketing! (more…)

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Will The Consumer Review Fairness Act of 2016 Affect Contests and Sweepstakes? (Hint: Yes)

On December 14, 2016, the Consumer Review Fairness Act of 2016 was passed to try to put an end to companies taking down nasty reviews about their products.

Congress’s way of telling companies: if you ask for it, you’re gonna get it.

The new law – effective March 14, 2017 – generally prohibits companies from imposing upon users a restriction for posting negative written, oral or pictorial reviews or similar performance assessments about the company’s goods or services.  The new law also prohibits mandating people to transfer their rights to their reviews or feedback to the company (a nonexclusive license is ok).

Could this new law have a dramatic and lasting impact on contests and sweepstakes as we know it?  I don’t think we’re quite at Chicken Little stage, but the reach of this new law could have a serious effect on contests and sweepstakes that seek reviews or feedback on a sponsor’s product.  That’s because the new law applies when the restrictions are contained in “form contracts,” defined as contracts with standardized terms that the other person doesn’t have any meaningful opportunity to negotiation.  Sounds like Official Rules.

“Tell us in 3 words or less how much fun you had on your last Sponsor To The Stars vacation” or “Post your favorite Sponsor Sandwich for a chance to win even more Sponsor sandwiches.” or “Tweet the 50 things you love about Sponsor Soap to #SponsorSoapSweeps.”  All potentially affected. (more…)

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