Cause Related Marketing. Who Cares Wins by Sue Adkins

By Sue Adkins

Reason similar Marketing's time has come. shoppers are tough higher responsibility and accountability from businesses. In an atmosphere the place fee and caliber are more and more equivalent; the place attractiveness and status for anything past the practical merits of a services or products is all, manufacturers are continuously competing for consumer loyalty and purchaser realization. 'Cause similar advertising and marketing' is one in every of the Read more...

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C. I. (1996) Building your Company’s Vision, Harvard Business Review, September–October, pp. 65–77. 7 Dragon International presentation at Business in the Community Cause Related Marketing seminar 1996. 8 MORI Corporate Social Responsibility study, conducted among 2000 British adults, September 1998. 9 Grayson, D. (1998) Communities and Partnerships, A Business in the Community paper prepared for Committee of Inquiry: Into a New Vision for Business and The Oxford Mail. Chapter 6 Cause Related Marketing in the context of corporate community investment Your involvement in the communities in which you do business is more than an act of charity.

Business response in relation to community investment7 Outcome No replies 15 or less points More than 15 points Number of companies in the category 21 13 16 Clearly many opportunities to reinforce the brand message are being missed. How these values and messages are conveyed and absorbed; how they are demonstrated is important and part of the reinforcement of the corporate brand. As MORI research has shown over time, a key issue for many of those leading organizations with sound corporate social responsibility policies and programmes in place, is to ensure the various stakeholders are aware of these values, policies and programmes and to receive credit for them perhaps in terms of goodwill.

Communication should be stressed, because the public generally has little knowledge of what individual companies do – only one in three can think of a single company that makes a community contribution, and no single company is mentioned by more than 12%. 10 Stewart Lewis, Director, MORI Cause Related Marketing is one very high profile and positive way of demonstrating, communicating and leveraging this message. Enhancing Reputation through Communication – BT case study BT is a company that is leading by example.

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