Marketing Interview Series: Movember

Promoting a business is one thing, but how do you promote a movement or event? I recently sat down with fellow Movember Co-Captain and ECU Graduate, Ryan Hoover, to discuss the Movember movement in Raleigh and his experience with marketing and promoting the event.

What is Movember and why did you choose to be a Movember Captain?

Ryan: First off, I didn’t join Movember because I wanted to grow a mustache. Movember is a chance to get away with growing a mustache and convincing your boss that it’s not only acceptable, but that he should join you too. Men of power have mustaches, it can’t be that bad right? Movember was started a little over a decade ago by a couple of buddies in Australia, who wanted to raise money for prostate cancer research and bring back the mustache in one sweeping effort. This cause has turned into a global brand and is celebrated by some of the world’s largest companies, sports teams, and great people like you and me. Movember has 1.1 billion registered participants, raised over $147 million dollars for cancer research, and started 2.7 billion conversations that have saved lives for fathers and sons worldwide.

How do you work to promote “Team RDU” to stand out among all of the other teams participating in the event?

Ryan: We’re aware that there are many Movember teams and events across the state. Our aim is to connect them, and provide a catalyst to each group here in the Triangle. Each one of the state’s Movember efforts are only as good as the support they get, and we are very thankful for the support of our gala and silent auction we’re throwing on November 24th.

How have you marketed the event online? Anything you want to share?

Ryan: For decades charities have used a top down approach to fundraising. Not to name names, but how are most charities connecting with us? Mostly are a bunch of videos trying to make us feel bad about having means. I don’t think this works. Well the mustache sold me. I can take pictures of this and share them on Facebook? I’m in! Movember is a content game. If you haven’t yet been inundated with this term, Content Marketing is a recently popular buzzword that has everyone swarming! The jest is to create as much content, (pictures, videos, blog posts, etc.) and by sharing them will attract consumers. Simply put, Movember has created a call to action for the month of November that provides everyone a vehicle to create content for them; “the mustache”.

What would you tell others trying to promote a non-profit movement?

Ryan: It’s a great opportunity to show your best chops! Get a great core team together and do what you are good at, and use the opportunity to hone skills that you want to improve. Do whatever you want, call a huge corporation, find a printing company and make billboards, whatever you would be afraid of doing in a job use this opportunity to live without fear. I’ve been tweeting the most ridiculous things back to people; I would never get away with this at my job, but for Movember this is more than acceptable. Make it fun, because whatever mistakes you make you will learn from the experience, and remember, “No one is going to die.”

How can people get involved with Movember in Raleigh?

Ryan: You can join “Team RDU” at Movember.com as an individual or create a team for your company or group and join our statewide network. Also join us on Sunday November 24th from 6-11pm at Tir Na Nog in Raleigh. We will be having a (not so) silent auction while rocking out to some awesome local NC bands. Our sponsors will be lending some swag for grabs, and Tir Na Nog will be pouring your favorite beverages. There is a suggested $5 donation at the door and all donations will go to support mental health, testicular and prostate cancer. RSVP for Movember Gala in Raleigh

Last but not least, any tips for creating a killer Mustache?

Ryan: Start early. I know Movember has a shave the date November 1st clean cut rule, but start that stache whenever you want to. It’s your mustache; you can start a month ahead or a week before the gala. This is your face, not Movember’s. I’m going to sport one heck of a mustache and you better believe it!

Tags: Community • Digital Marketing