halaman 01
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8/10/2019 Halaman 01
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Cause-Related
Marketing PR
While
the term cawe-related
markctinghas become synonymous with
any
marketing tie-in
with
a
good
cause
and is often used interchange-
ably with terms such
as
social
marketing,
it
origindly had
a
much
narrower
definition
based on
a
deceptively simple
principle
Brry
a
company's
product,
and
it will
makc
a donatiori
on
yoqr
behalf to some
r','crthy cause.
Sometimes the donation is
based
on label or
cor.lpon redemption. Sometimes
the
pur-
chase of
a
specific
item
or
a
service
transaction
results
in
a
contribution.
These sponsorships have
not
only raised
countless millions
for
good
causes over the
past
thirty
years,
but
they have
also
been
good
for business.
When
consumers become
aware
of
a companyt inrolvement,
they are often more
inclined to
patronize
its
prod-
ucts and
services. Hence,
when American
Express
decided
a few
years
ago to donate two
cents to homeless food kitchens
for
each
credit card transaction made by its
cardhold-
ers,
it
saw
an
8.4
percent increase
in
its transactions.l
The campaign was
supported
by
advertising, but it
was
a
public
relations
aaivity
to be
sure.
And
it
is
not
just
the
narrow
definition
of
cause-related
marketing
that can
have
this
level
of impact Firms
such as
Ben
&
]erry's
and The Body
Shop
have
created legions of
lopl
customers by
paying
at-
tention
to environmental issues
and
supporting
worthy
@uses,
regardless
of their con-
sumers'transactions.
Recent research
on
corporate reputation
might help qrplain
why
cause-related
activities
are
such an
important
part
of marketing
public
relations.
Edelman Public Relations'2004
Annual
Trust
Barometer2
reported
that 7l
percent
of
consumers
in the
US
and
65
percent
of
consumers
in
Europe
believe
that'being ac-
tive in
cause-related
initiatives
are
an important
hctor
in
d*errnining
a comparyt
reputation
and
in d.iriog
trust
in
the firm. A 1999 Hill &
KnowltonlYankelovich
Part-
ners suryey
of
CEOs3
on
the benefits
of
a
strong
corporate
reputation
found that
77
percent
believed
that
a
good
reputation helps sell
products
and services,
and
61
percent
believe
that
it makes
it
easier
to
attract top emplopes.
Echoing
this sentiment, Debra
Smith,
Vice
President
of
Communications
for
]P
Morgan Chase Company
receatly
said,
People
wili
gravitate
to
a
name and brand they can
trust
They want to knot'
they
are
getting
quality
service.
$not odd
Pitfalls for
Social
Marketing Campaigns
While there
is strong
evidence
that
tying marketing endearrois
to
good
causes
and
good
works
makes
good
business
sense, effectively
pulling
it
offis
much harder
than it
seems
at
first
glance.
Take
the following examples. They all have the
potential
to
bacldre
if
not
handled
well or
if
treated
as
pure
marketing activities:
.
A local
convenience
store
runs a
promotion
announcing
that ten cents
from
the
sale of
every
hot
dog
will
go
to
'Jerry's
Kids, and
sales
of hot
dogs
go
up by 20
percenl
.
A
strip
mining
company
sets aside
a
thousand acres
of land
as a nature
presene
and
gains
favor
with
the
local
legislature
that
was
about to
pass
a
bill
to restrict
mining
activities.
.
A
predominantlywhite-owned
hair care
products
company that has decided
to