Cause Marketing Pinup Fatigue
You’ll probably have no trouble getting people excited to execute the cause marketing point-of-sale program and getting it off to a great start with your pinup program. But how long can the fire burn? There’s definitely a saturation point when employees and customers begin to lose interest and can even become angry or hostile toward the promotion.
The ideal length of a point-of-sale program is two to four weeks. However, some exceptions do justify a longer program:
You’re working with seasoned and enthusiastic employees. Enthusiasm goes a long way in keeping employees engaged in a longer-than-usual point-of-sale program. One way to keep energy high is to arrange visits for employees to your nonprofit during the course of the program. That way, they can see firsthand how their efforts are making a difference.
Your partner’s customers are infrequent shoppers. This is critical because they won’t be asked repeatedly to give to a campaign they’ve either already supported or chosen not to.
Take the customers of national quick lube chains, such as Jiffy Lube or Valvoline Instant Oil Change. Most drivers change their motor oil about every three months or 3,000 miles, whichever comes first. In the quick lube business, customers visit less frequently. It’s not like the donut shop where regulars congregate daily.
Shopping habits justify a longer program of a couple of months, so more customers can be included in the promotion.
The goal is to make your cause marketing program a positive experience for employees and customers. You don’t want to sour the program because you overstayed your welcome.