Taking a look at 原因 marketing: Principles and keys to success

What is 原因 marketing?

Since the COVID-19 crisis began, we have heard near-daily announcements of corporate philanthropy directed to support various 原因s: health care, food banks, mental health, and more. The question is, do these tremendous acts of generosity equate to 原因 marketing? 简单回答是不。

因为最简单的形式的今日3d太湖字谜是为了实现互惠互利的今日3d太湖字谜关系。“cause”, be it a charity or not-for-profit, and a corporation. Rather than an outright philanthropic commitment, this is the execution of a deliberate marketing plan by two partners with the financial return to the 原因 coming from the corporation’的销售或促销。

4个基本原则:

让’s consider 原因 marketing as it relates to the fundamental 4P’s of marketing:

产品:
The product is the 原因 itself. In some cases, the 原因 is a specific charity such as the Canadian Cancer Society, in other cases it could be a larger societal issue such as clean drinking water, hunger, poverty, or children’s health. 

例如,加拿大贝尔’s popular “Bell 让’s Talk”活动包括使用所有贝尔今日3d太湖字谜渠道来解决围绕心理健康的污名。该活动吸引客户分享个人故事,并将筹集的资金赠予致力于解决加拿大精神卫生危机的众多组织。

价钱:
价格是公司或其客户对事业的贡献。这可以是直接的客户捐赠,一定比例的销售,也可以是买一赠一的促销。公司还可以通过匹配消费者捐赠或奖励社交媒体互动来提高赌注。无论哪种方式,都是客户和公司齐心协力来支持这一事业。

地点:
原因今日3d太湖字谜活动通过在线购物,呼叫中心,社交媒体,传统广告等方式吸引客户以现金付费。从根本上讲,因果今日3d太湖字谜鼓励客户通过今日3d太湖字谜支持共同的事业。广告活动可能像DQ一样在一天之内’奇迹节或贝尔让’说话,像靛蓝一样跑了一段时间’对阅读的热爱,或者像克鲁格这样的去年全年’与乳腺癌的品牌契合。

促销:
When a 原因 marketing campaign is well-executed by the corporate partner, it helps raise both critical funds and awareness of the 原因. It also actively enhances employee engagement and builds customer loyalty.

听起来很简单?  It’不是。就像任何涉及两方的关系一样,成功的关键可以帮助建立成功的公式,实现两个组织的目标并实现最大价值。

成功的关键:

合适的衣服

Shared values are at the heart of successful 原因 marketing relationships. Companies should look for alignment between their selected 原因 and the interests of their employees and customers. A 原因 marketing campaign needs to feel authentic and make sense to both primary constituents as they are ultimately responsible for the campaign’s success. 

对于零售销售点广告系列,合作伙伴“making the ask” has a critical role to play and must believe in the 原因.”平均而言,只有四分之一的客户会捐款。它’公司有责任保持员工的积极性和参与度。客户也应该’t be surprised by the 原因 they are being asked to support –这是有道理的。

这是双向的。慈善机构也应尽职调查。品牌的组合有意义吗?您的受众群体一致吗?承诺是真的吗?有潜在的声誉风险吗?

明确的期望和执行计划…

双方都必须对他们可以提供和不能提供的东西保持事先的态度。 It’共同努力,以制定清晰的运动计划,并明确定义目标,角色和责任制,这一点至关重要。每个组织都应准备以相同的承诺水平执行,以确保所有利益相关者都实现预期的价值。

全面的今日3d太湖字谜计划应涵盖诸如今日3d太湖字谜资产和抵押品的开发和所有权,促销渠道,预期的受众范围以及衡量指标之类的细节。公司应确保有足够的基础架构和技术来跟踪交易和处理捐赠/匹配承诺。

A formal agreement is always important, but it is even more critical that corporate partners take their accountability to 原因 partners seriously. At the end of the day, the charitable partner is dependent on the corporation to deliver on their commitments.

…还有感恩的计划

全面的事业今日3d太湖字谜计划应包括对参加者的统一感谢。归根结底,事业今日3d太湖字谜计划的成功在于客户’愿意捐赠1美元或5美元。通过宣布财务总额并强调对任务的影响来结束活动,为受益人,员工和客户带来自豪感和成就感。

最后的想法:

A successful 原因 marketing campaign will strengthen a company’s brand, enhance customer loyalty, and inspire and engage employees. Causes enjoy a boost in revenue, increased awareness for their 原因, and new supporters. To realize this mutual benefit, be strategic, clarify goals and expectations, plan ahead, and don’别忘了谢谢你。


由...所提交:

塔玛拉·波普(Tamara D.Pope),工商管理硕士
市场与传播副总裁
汉密尔顿健康科学基金会

雪莱·梅耶(CM)
创办人& President
匝道通讯

塔玛拉(Tamara)和雪莱(Shelley)都是 CMA 非营利委员会.

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