03/05/2010 09:26
Brands such as Quaker, Pepsi, Prilosec and Bisquick are moving beyond cause marketing to so-called microsponsorships that provide up to a few thousand dollars to consumers to fund their own pet projects, Natalie Zmuda and Emily Bryson York report.
The Pepsi Refresh program, through which...
03/05/2010 09:25
atrons at Legal Sea Foods could dig into its Haitian rum-infused bread pudding this month with the assurance their dessert was a socially responsible choice. The Boston-based seafood chain set aside all proceeds from the dish for Haiti relief efforts through a donation to UNICEF and Partners in...
12/12/2009 08:26
“Why should we?”
“Twitter is just a bunch of noise about people eating lunch.”
“Our customers aren’t online.”
“We already have a website.”
Sound familiar? There are plenty of reasons to avoid social media, it seems. It is true that there are a zillion time-wasting testimonials out...
01/02/2009 09:13
We reported on a study recently that indicated businesses might be cutting back on their cause-marketing due to the bad economy. Those businesses might not truly understand how insistent consumers really are about 'cause-buying.'
An article in Advertising Age says that some companies are smarter...
01/02/2009 09:12
Many businesses today are choosing to align themselves with charitable organizations for mutual benefit. Aligned together the business has an improved image in the community and more people are made aware of the charity's cause. It is a win win situation and with the added benefits of tax write...
01/02/2009 09:10
How should companies determine the best way to allocate marketing dollars between conventional promotional programs and affinity marketing programs? The former simply stress the benefits of buying a specific brand, while the latter prominently and publicly identify a company’s association with a...
01/02/2009 08:54
Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.
Embracing a cause makes good business sense. Nothing builds brand...
01/02/2009 08:53
Cause marketing has been growing ever since. For-profit businesses are expected in 2005 to spend more than $1 billion in sponsoring nonprofit causes, according to the IEG Sponsorship Report, a Chicago-based industry newsletter.
But forging a business partnership
with a nonprofit can get tricky....
12/30/2008 08:50
Pier 1 Imports and Payless are likely to get a sales lift from their partnerships with Susan G. Komen during “Breast Cancer Awareness Month.” A series of new studies released today (Oct. 1) show that consumers are more likely to purchase brands that are associated with causes they care about.
The...
12/30/2008 08:44
In this new era of social responsibility, what you don't do can cost you. "Cause marketing" is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.
If...
