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What Is Cause Marketing? Why Cause Marketing Is Important?

• Identity a cause-related marketing campaign that impressed you. What was the brand and the specific cause that were partnered in this campaign? Why did this work well?
• How was this campaign structured to achieve results? Provide an example

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What is cause marketing?

- Cause marketing, or sometimes calledcause-related marketing,covers a wide variety of commercial activitiesthat aligns a company or a brand with a good cause.The goal of cause marketing is to generateboth business and social outcomes.Now, people sometimes confuse cause marketingwith corporate social responsibilityand corporate philanthropy.Let me explain the difference.Corporate social responsibility is when a company actsand behaves as you would expectyour friends and neighbors to do.For example, the company practices recycling.It avoids polluting the environment. It's law-abiding.In other words, the company actslike any other good citizen in the community.I look at corporate social responsibility, or CSR for short,as a generalized form of cause marketing,because they both aim to do good in the world.For me, though, CSR is an expectationwe should have for all companies.Now, corporate philanthropy is simply donating moneyto nonprofit organizations or other good causes.It's writing a check.Now, don't get me wrong.I think philanthropy is both important and very generous,but what it often lacks is a specific business objective.Like CSR, philanthropy is more of a feel-good approachto enhance the company's reputation.The difference between these two initiativesand cause marketing is all about that last word, marketing.As the famous marketing professorDr. Philip Kotler puts it,"Social marketing is the use of marketing principlesand techniques

Why cause marketing is important

- A well-designed cause marketing program has many benefits.First is financial.As with any marketing campaign,cause marketing will boost the bottom line.Consider one of the first cause marketing programs ever,the American Express campaignto restore the Statue of Liberty.Because of that campaign,the company saw the useof their credit card increase by 28%.New applications for the American Express card rose by 17%.This generated millions of dollars of new revenue,which more than offset the cost of the campaign.Cause marketing is an effective way to build a brand.Numerous studies have shownthat consumers have more favorable attitudestowards those brands that are tied to a causethan those that are not.One of my favorite brands is Ben & Jerry's ice cream.Of course, it tastes great,but I've always appreciated the factthat it's a socially sensitive brandthat donates to good causes.I like that.Cause marketing also enhances a company's reputation.Take Johnson & Johnson, for example.In 2002, it startedthe Johnson & Johnson Campaign for Nursing's Future.It was designed to address a critical shortageof nurses in the United States by raising awarenessand attracting young people to the profession.(laughs) Boy, did it work.Nursing applications increased 62% over the next 10 years.The CEO of the National League of Nursing said,"Johnson & Johnson's campaign did something for nursingthat nursing could not do for itself."Now, that's how you build a great reputation.Cause marketing makes people feel good,and that generates goodwill.