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Cause Marketing - EG 2008


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These are the slides from my Cause Marketing talk at the 2008 Echoing Green All Fellows Conference.

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Cause Marketing - EG 2008

  1. 1. Echoing Green 2008 Retail Cause-Related Marketing Partnerships
  2. 2. Cause-related Marketing is the process of appealing to customers and encouraging loyalty by behaving as quot;good corporate citizensquot;.
  3. 3. 89% of Millennials would switch brands to support a good cause (if the product and price are more or less the same)
  4. 4. Direct Sponsorship is the least desirable kind of partnership to a b2c company.
  5. 5. Co-Branding allows consumers to associate a product or company directly with an issue or cause.
  6. 6. Susan G. Komen
  7. 7. What kind of service can you provide to a partner?
  8. 8. Can you do it at no cost to the partner, orf even at an immediate profit?
  9. 9. Start small and local.
  10. 10. Understand the corporate culture.
  11. 11. Understand the way people think
  12. 12. University Book Store Price: $60
  13. 13. University Book Store Price: $60 Megastore Price: $20
  14. 14. University Book Store Price: $970 Megastore Price: $930
  15. 15. Ask for something that sounds small
  16. 16. It's how you ask.
  17. 17. The Pros from Dover.
  18. 18. You do this sort of thing all the time.
  19. 19. Be prepared to compromise. Engagement is a necessary precondition for Advocacy.