Cause Marketing in Real Life: Coupon Booklets
For 33 years, New England–based Papa Gino’s and its sister company D’Angelo have been using coupon booklets to raise money a buck at a time for two causes: Easter Seals and The Genesis Fund. What’s always distinguished this point-of-sale program from others is that Papa Gino’s and D’Angelo didn’t use a traditional pinup. They used a coupon book. It’s worked well as over $3.3 million has been raised!
Consumers have been buying the coupon books for years, and it’s always had money-saving coupons for the two restaurants. This year, the pizza and sub chain added coupons from other businesses: a national chain of movie theaters, a local party-supply retailer, two from local sports teams (the Boston Red Sox and New England Revolution), and several from local tourist attractions and sites.
Adding comarketing partners to the coupon adds value for the consumer. They get to help a cause and save money.
What Papa Gino’s and D’Angelo didn’t do that you can do is ask the other partners in the coupon book to sell the book in their stores. Getting a discount from these partners is great. But taking it one step further and having them join you in raising money is what comarketing with cause marketing is all about.