Advertising is not the most reputable business to be in. In terms of respect for professions, ad people are pretty close to the bottom – just above lawyers. It’s little wonder. Much of what we do is attempt to persuade people to buy things they neither need or even want. We can be pretty good at it too. But occasionally we get the opportunity to do something worthwhile. Something that in some small way will make a difference in someone’s life.
continue reading…
I am a big proponent of cause marketing. I’ve produced some very successful campaigns. Every company should involve themselves with a cause. It is probably the greatest win-win endeavour in marketing. Of course the cause benefits from whatever compensation they receive from brand. But the brand also profits in both public perception and their bottom line. Studies have found that around 70% of consumers select a brand that supports a cause when choosing between otherwise equal products. But if you’re going to involve your company in cause marketing, do it right.
continue reading…
I love cause marketing assignments. It’s heartening to know the people I’m working with care enough about a cause to contribute to it. It’s empowering to think that what I do will have an impact.
Cause marketing is win-win. Not only does the cause benefit but typically, sales of products involved in a well-executed cause campaign will increase during the promotion period. Many consumers faced with a choice between competing products opt to purchase a brand that donates to a cause. Even when it isn’t their usual brand. The donating company also enjoys positive brand perception because they’ve demonstrated social responsibility.
continue reading…
