Hot Topic: Cause Marketing
What
is cause marketing?
Cause
marketing is type of marketing involving the cooperative efforts of a for
profit business and a non-profit organization for mutual benefit.
Advantages
§
Increase
the sales:
according to the study by Cone’s 2010 cause evolution study, 61% of customers
are willing to try the new brand which they never experience before if the
company is associated with cause marketing. While cooperating with the positive
image of nonprofit organization can boost the sales revenues and generate the
public awareness. The word of mouth in these cases will be so strong that the companies will
see a phenomenal growth in their sales turnover and net profits.
§ Building a positive company image: cause
marketing campaigns can assist to build the public image to customers, which
leads customers to viewing the companies into a more trustworthy, reliable, and
charitable image.
§ High employee’s involvement into the
cooperated non-profit organization: the cause marketing always requires
the companies’ employees to get involved in all perspective of the campaign. It
makes all employees bond together to be the volunteers to help each others. Additionally,
the companies itself can benefit from a rise in the morale of their employees
from tying up with the organization
Disadvantages
Companies’
mission statement and products doesn’t fit with the theme of the non-profit
organization: too many companies are too profit-driving to cooperated
organization. For example, in 2011, KFC has the cause marketing campaigns to
support Juvenile Diabetes Research Foundation. It has caused a public confusion about the relation between the
image of the Juvenile and the chicken. People and public confused about the
purpose and relation of a fast food chain store with the non-profit
organization
Recommendation
1. Choose
the right organization to fit: it is important for the companies to choose the
right organization to fit with the mission statement and their own related
products.
2. High involvement
in employees: make all the employees feel more value and engage in the
activities with the non-profit organization.
3. Company
should be special and environmental stability: It is necessary for the
employees to get involved in the activities who love doing the activities.
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