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Transcript
Cause Marketing
Do Consumers buy it?
Who is taking advantage of it?
Cause Marketing Defined
• Choosing a Cause that reaches your
target market
• Linking your brand to the Cause
• Working to make your brand synonymous
with the cause (Vise versa)
Cause Marketers
Do We Buy It?
- 92% of consumers think it is important for
companies to contribute to Non-Profit
Organizations
- 78% of adults said they would be more
likely to buy a product associated with a
cause they care about
- 76% of consumers have taken part in at
least one cause related marketing
campaign
Do We Buy It?
American Express
- 1983 first Cause marketing campaign
- Donating 1 cent from every use of the card to
charity increasing card usage 28% and new
users increased 17%
McDonalds
- 1994 Cause related CD increases sales
5%
Do We Buy It?
Coca Cola
- 1997
- 15 cents from each case of coke Sold at
Wal-mart
- Donated to MADD
- 6 week promotion
- Coke sales in those stores increased 490%
Thank You