cause marketing info graphic overview
Post on 06-Apr-2018
229 Views
Preview:
TRANSCRIPT
8/3/2019 Cause Marketing Info Graphic Overview
http://slidepdf.com/reader/full/cause-marketing-info-graphic-overview 1/1
© 2011 Mintel Group Ltd. All rights reserved. Confdential to Mintel.
Cause Marketing
Fiona O’Donnell
Senior Analyst, Lifestyles & Leisure
www.xyg.mt.cm
Cause-related marketing (CRM) is a marketing tactic that
combines selling a brand with doing good for the world.
From a fringe concept a few decades ago, CRM has grown
into a very widely used branding strategy. According tothe 2010 PRWeek/Barkley PR Cause Survey, two thirds
of brands now engage in CRM and 97% of marketing
executives believe it is a valid business strategy.
What we
The pr
of cha
overwhelming a
for consumers, d
the impact of in
campaigns. Fur
about fraud can
impact of CRM.
of highly public
of fraud and micharities, 70% of
feel that charitie
money—which
support for CRM
Companies that
to make substan
lasting commitm
single cause, or
of carefully-sele
sacrifce some p
consumer engag
the campaign, b
a more lasting i
cause. By choos
that is well-alig
company’s basi
and brand, corpmarket their ph
efforts more effe
seem more auth
August 2011 - U.S.
Marktr hav a pprtty
t tap t th am f
ygr cmr, takg
t thm rcty thrgh
ca ma a prvg
tagb vc f th
abty f a cmpay t ffct
ptv chag thrgh ca
prhp.
Gv th ratvy trg
prfrc fr a cmpay-
ch charty, ca
marktr h ct
t ch th chart thy
wh t pprt ba thr
w rtag f thr
bra qty a cmr
prfrc. Hwvr, ca
whr chartab rmt th ct f try wth a
prct catgry, marktr
may cr g th
cmr-ct charty
pt t tgh
thmv frm cmptt.
Th argt prprt f
rpt agr that
chr’ wfar a hath
ar th mt mprtat ca
that cmpa h pprt.
Mr tha haf f a
rpt ar abt CRM
ffrt -tr, mty thrgh
packagg a -tr pay
matra. A qvaty
May thr ca rqr
cmpa t ch chart
with a certain political afliation
that c b parzg.
arg prprt ar abt
CRM ffrt thrgh trata
ma, bt ach ma vhc
jy a ratvy ma har
of inuence.
Younger consumers show a greater afnity for CRM
Preference For Type of Company CRM Effort
Leading Causes for Company Support CRM Information ChannelsCause-related marketing Campaign influenCe on
purChase deCisions, by age, april 2011
preferenCe for type of Company Cause effort, by gender, april 2011
Causes Companies should support, april 2011 Cause-related marketing information Channels,
april 2011
BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel
BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel
BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel
BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel
“Do cause-related campaigns influence your decision
to purchase a product?”
All
18-24
25-34
35-44
45-54
55+
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes, I often decideto purchase a
product based onwhat causes it
supports
Sometimes acause-related
sponsorship willaffect my purchase,
but not often
I rarely or neverbase my purchase
decisions oncause-relatedsponsorships
0%
Yes
Sometimes
No
“Would you rather buy from a company that…”
20%
40%
60%
80%
100%
Male Female
0%
Makes a commitmentto a specific cause
or charity and supports it
Lets you chooseand vote for any cause or
charity you like that you thinkthe company should support
Provides a selected listof approved organizations andlets you vote for the ones you
think the company should support
“Which, if any, of the following causes do you think companies should support?”
Children’s
welfare
40%
Health-related
issues
38%
Not interested in supporting causesthrough product
purchases
18%
“How have you learned about a company’s cause-
related marketing effort?”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In store (net) Traditionalmedia (net)
A friend, relative,etc. told you
Social media(net)
top related