The Other CRM
Cause Related Marketing
Any effort by a corporation to increase its
own sales by contributing to the objectives
of one or more nonprofit organizations or
(Kotler and Andreasen 1995)
Corporate issue promotion
The advertising philosophy is based on Luciano
Benetton's belief that 'communication should not
be commissioned from outside the company, but
conceived from within its heart.'
Cause-Related Marketing: More than
just generating sales
Increase market share
Appeal to new segment
Build brand image
Cause-Related Marketing: when DOES
Mutual target markets
Fit between charity and company
The Norwegian Market
Quantitative Research from Norway
Charity incentives do not seem to be doing much
Mismatch between brand and cause/charity can
How the donation to cause is presented affects
value perceptions that drive consumer responses
Can we make the Norwegian market
relate to causes?
Is CRM a useful marketing
How can consumers be influenced?
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.