Giving Back to the Community or Alternative Advertising in Disguise? by:Jeff R. Lamb

The bespectacled colonel who is the face of a popular fast food chicken restaurant

has temporarily left the world of fried chicken to instead fill in potholes. Following the recent trend of cause-marketing, the company is now helping local governments by fixing their streets. The business donates the money needed to generate the supplies and manpower to repave and reconstruct streets and other areas of infrastructure in need of repair. In return, the fried chicken giant can market their campaign by stamping their current advertising slogan on the freshly laid pavement.

Is this an example of a company taking advantage of an opportunity to use outdoor advertising/alternative advertising tactics or is this a story of charitable donation and a caring business? Well, why can't it be both?

Yes, the company is taking advantage of an opportunity. In fact, this outdoor advertising campaign actually takes advantage of several of them. For one, it is an excellent opportunity to market a new promotion or slogan. It's hard to miss text that is painted on a street; they use it to supplement traffic signs. Additionally, there is the opportunity to establish a positive public image: one of the biggest goals of many alternative advertising programs.

Now, if the company had simply paid a sum of money to the community in order to brand the roads, literally, they might lose a bit of credibility with consumers in the local market. However, because the money (and the message) is going directly to a cause that benefits the public, This branding goes from shameless alternative advertising move to a patriotic execution of civic duty.

The current economic landscape provides the perfect opportunity for corporations to use alternative advertising methods to stand out by connecting with local communities in a meaningful, helpful way. According to studies too numerous to count, this trend of cause-marketing appears to be growing. For example, a major bathroom tissue manufacturer provided a public restroom in Times Square for the third holiday season in a row. Along the same lines, a recognizable coffee giant donated about 400,000 hours of community service towards the rebuilding effort in New Orleans. And a growing shoe company donates a pair of shoes to a child in a developing country every time a pair of their shoes is purchased.

The idea here is nothing new. It has always been acceptable in a healthy capitalist society to exchange public services or works for recognition, whether on an individual level or organizational. Think about how politicians use volunteerism and good works to promote their "brand."

About the author

Jeff R. Lamb is the president of DOmedia. The DOmedia Community is the place for all members of the alternative advertising industry to come together, share ideas, ask questions, promote best practices and meet others who have the same passion for alternative media in all of its forms. Asset Owners. Advertisers. Agencies. Aficionados. Learn more at http://www.domedia.com

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