Cause Related Marketing
If you are responsible for managing a brand you will know just how difficult it can be to find new marketing activities that will give your brand a significant difference in the marketplace.
Its not surprising that Cause Related Marketing (CRM) is one of the most popular ways for a brand to stand out from its competitors in that all important retail situation. It is not exclusive to supermarket brands either; Barclays Bank developed an initiative in which £5 was donated to the MS Society, along with three other charities, for every new account opened within a specific period. The promotion raised £62,000 for MS alone in just three months.
Increasingly, marketers are discovering the benefits of creating joint campaigns with non-profit organisations for both advertising and sales promotion activity, this works best when there is a natural affinity between the brand and the charity.
Working together with the right charity will encourage a positive response from customers; positive enough in fact to persuade them to switch brands.
