Is Marketing for a Cause Old News?
Cause-Related Marketing, at first glance, seems like a dated concept tied to the year 2009 and the shell companies of major toothpaste brands who make ugly shoes, but that’s not the long and short of it. It’s also been a long-term strategy of many big players. Coca-Cola has been on the bandwagon since the 1950’s, creating ads that broke racial and sexual boundaries. American Express created the concept in 1983 with its “Statue of Liberty Restoration Campaign.” These examples considered, it appears that the key to success in Cause-Related marketing seems to be the same key found in co/cross marketing with internal products and external organizations. Make an effective appeal with causes and products that have a strong overlap in the same consumer segment.