An Experience for a Cause

The Susan G. Komen 3-Day campaign is an effort to educate, inspire, convict and encourage breast cancer victims, survivors, families or even those not directly involved. This marketing initiative appeals to multiple SEMs, or strategic experiential models, discussed in Schmitt’s article A Framework for Managing Customer Experiences.

First, the 3-Day campaign targets the model of FEEL. Through the utilizing the testimonies of both the fight to live and the loss of a loved one, emotions and deep sentiments are engaged. According to Schmitt, marketers must understand, “what stimuli can trigger certain emotions as well as the wiliness of the consumer to engage in perspective taking and empathy” (66). 3-Day does just this, as video and song montages that can air on TV or radio, evoke strong emotional responses toward the crisis of breast cancer.

Also, the SENSE model is suggested through the sense of sight. Pink color is proudly painted all over the merchandising items, website and even in the clothing of participants in the 3-Day. The symbol of the pink ribbon is a culturally known symbol for breast cancer awareness. This symbol serves as a memorable touch point reminder in our society today.

Additionally, statistics and numbers entice readers and listeners to think of the severity of the breast cancer cause through the THINK model. These appeals place responsibility in the hands of the consumer. Intellectually speaking, the target market’s mind can be inspired to encourage problem solving though action. The sheer data alone, found in the fact sheet online, is moving as one considers something deeper than simple the surface level of this issue.

While being spurred on to consider one’s individual impact on the cause, the element of ACT is introduced. As we discussed in class, these modules can be overlapping. ACT is intertwined with the various other modules through encouragement to take action, make a difference and get involved in the life-changing, rewarding experience of the 3-Day. The marketing notion behind this model indicates that supporters lives will be fuller and truly different though the experience of the 3-Day.

Lastly, much like the Lance Armstrong Livestrong campaign that was exemplified in class discussion, becoming part of one’s survival story is so much greater than living for one’s self alone. This RELATE component desires to involved a greater number of individuals to acknowledge the cause and come into a community of hope. An ideal self in this context is a giver of self, an inspired believer, and part of a journey of optimism for a solution.

The 3-Day reaches to its audience through various touch points including an extensive website, an inspiration DVD that can be mailed to you upon request and the event itself. Additionally, the Susan G. Komen foundation also has other events, such as the Race for the Cure, with very consistent messaging and an overall similar experience. Susan G. Komen has also utilized other mediums such as Yoplait pink yogurt lids to provide opportunities to act on behalf of this cause.

I believe this is a very successful, in-depth non-profit campaign. It is significant that easily I could find all 5 SEMs within this campaign. The Susan G. Komen breast cancer awareness campaign has virally spread into our culture’s awareness with great speed and with great purpose. Other non-profits should use this as a bench mark to increase knowledge of a problem or issue and to engage others to desire to participate in the solution.

I realize that in this process I may be biased to the actual awareness of this campaign. I have participated in the Race for the Cure and have had a close friend participate in the 3-Day. This may have hindered my assessment. I believe strongly in this cause, knowing many women that have been affected by it.