The future of marketing: give, get given.

The future of effectively connecting with your consumers lies herein:
if you want their attention, you have to give something first.

No, we don't mean give free product samples, coupons or host competitions to win stuff.
We mean give. Really give. Jump in boots and all. Take part. Put your money where your mouth is, so to speak. Talk the talk, walk the walk. SHOW US YOU CARE. REALLY.

Think Enron. Think Nestle (KitKat) Think BP. They didn't care, and if there is one truth that will increasingly manifest itself in consumers' behavior the coming years it is this: they don't care, unless they know you care. It's the reason why ethical investment funds - the "profits with principle" approach - are booming.

Here's one company who has put the "I care" principle to great use.

Orange Rockcorps is a pro-social production company. It uses the power of music to inspire people to volunteer and give to their community. Over 45,000 volunteers have attended more than 20 live events by artists including Lady GaGa, Snoop Dogg, Buster Rhymes and Nelly. You can’t buy a ticket. You can’t win a ticket. You have to earn a ticket.



Rockcorps was launched in the US in 2005 by 7 friends. In less than 3 years, an audience of millions has heard their message: Give, Get Given.

The concept is simple: give 4 hours for your community with Orange RockCorps; Get Given 1 ticket to an amazing gig in return.

Thousands have already given their time and the organizations goes from strength to strength as it continues to outgrow its 'baby shoes'.

Astute marketers will take note: this project represents huge opportunities! (BlackBerry, Orange, SonyEricsson and UK's Channel 4 have already partnered with Orange Rockcorps).
But before you dive in, a few key prerequisites for success:

1. Be brave. Don't think traditional marketing. If you're going in to "campaign" and not to converse, to take part, to collaborate you can just as well stay in your traditional ivory tower.

2. Don't sell your brand, sell your values. Actually, don't just sell your values: show your consumer that you live them too.

3. Belong. Become a part of your consumer's world. Know what drives them, what they care about, what they are willing to fight for. Now help them.

4. Think partnership marketing. Your consumers don't listen to you as much as they do to each other. Get involved. Foster relationships. Help make their world a better place.

I forgot to mention the word "women". That's because these truths are applicable to all consumers - including women.