1.
Cause Related Marketing (CRM): 1.
Cause Related Marketing (CRM):
A strategic positioning and marketing tool which links a company or brand to a relevant cause or issue for mutual benefit.
o develop alliance between a company, charity, or voluntary organization commited to a concern
o directely addressing the cause itself
--Adopting a cause can give a brand or company a belief system, improve public perceptions, and purchase intentions.
Examples: American Expression Charge Against Hunger
Philip Morris Underwriting American Ballet Theatre
Key Success Factors:
* shared 'territory' between the brand and the cause
* simple mechanic and motivating consumer involvement
* top management commitment
* open and mutually beneficial relationship with a charity
* volunteering by employees
* engagement of suppliers and strategic partners
* significan advertising and communications budget
* creativity and synergy between the CRM campaign and other brand advertising
* celebrity endoresement and PR events
* depth of commitment and longeivty of the relaoinship
* measureable results
2.
Social/Cause Marketing
Social marketing: a strategy for changing behavior.
Types of social products:
1-social idea
2-social practice
3-tangible object
Core elements in a social change campaign
1- cause
Ameliorate a social problem
Establish rights for a group
o Reform social institutions
o Revolution
2- change agent
3- target adopters
4-channels
5- change strategy
What is the social objective you wish to achieve?
(In order of difficulty)
1. Cognitive: provide new information/awareness
2. Change action: persuade maximum number of individuals to perform an action or practice.
3. Change behavior: induce people to change behavior for own good.
4. Change values: alter deeply held beliefs and values.
Types of social change strategies:
1-Technological
2-Economic
3-Political/legal
4-Educational
5-Social marketing
Know your target characteristics:
1. Sociodemographic
2. Psychological
3. Behavioral
(From Social Marketing: Strategies for changing public behavior. Philip Kotler & Eduardo L. Roberto (1989). NY: The Free Press.)