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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