| If you thought business was all about money and | | | | along will be a welcomed treat. |
| monetary gain, then you are wrong. If you wish to | | | | One of the cause-related marketing campaigns that |
| see a business heart and soul, then cause-related | | | | became a hit was in 1976 when there was a |
| marketing is the best example where the corporate | | | | partnership between Marriott Corporation and the |
| world steps forward. The notion of businesses joining | | | | March of Dimes. Though the objectives were |
| hands with charities to market an image, product or | | | | separate, the promotion exceeded all goals and |
| service is not a new one. Moreover, you would not | | | | became quite successful. Marriot Corporation had an |
| be surprised to know that the biggest platform to | | | | aim to generate public relations and media coverage |
| promote altruism is most definitely sports. You may | | | | for a grand opening of a massive family |
| have come across some basketball videos that | | | | entertainment center. Whereas, the March of Dimes |
| promote some cause along with the basketball skills | | | | intended to increase fundraising by motivating the |
| needed for the grooming of the player. | | | | collection of pledges on the program's deadline. |
| This type of marketing is more popular in today's | | | | The event was conducted in many states throughout |
| world as pleasing the consumers has become really | | | | Western United States. The campaign was super |
| hard. In this scenario, a company's commitment to a | | | | successful and provided free publicity and the |
| worthy cause can build brand loyalty unlike any other | | | | record-breaking opening to the Marriot entertainment |
| form of promotion. Consumers like to support the | | | | complex, as was intended. This was the first time |
| business that stands for something beyond profits. | | | | cause-related marketing proved its worth, but there |
| As for the company's perspective, cause-related | | | | are many other instances when businesses heavily |
| marketing has a powerful edge. It is not just a | | | | invested in this form of promotion after this. |
| cornerstone for the promotion plan, but also highlights | | | | Another pioneering instance after which cause-related |
| the reputation of the company. While there are many | | | | marketing became popular was the campaign of |
| other competitors in the market, cause-related | | | | 1979. The campaign was initiated by Rosica, Mulhem |
| marketing differentiates you from the rest in a | | | | & Associates for Amos cookies. In this, Wally Amos |
| positive way. | | | | came forward as a spokesman for the Literacy |
| The businesses tend to choose a cause that they | | | | Volunteers of America. They alerted people of the |
| can personally relate to. If a business involves itself in | | | | illiteracy problem and this strategic cause-related |
| a cause that it is passionate about, then it can | | | | marketing really helped Amos. |
| successfully merge it with its profit center. At times | | | | To sum it up, cause-related marketing yields mutual |
| it is a hit and miss affair. Sometimes, your affiliation | | | | benefits. Despite the fact that the partners do not |
| with the cause tends to develop goodwill among the | | | | always have the same agenda, this form of |
| consumers, but sometimes the target market doesn't | | | | promotion has something good in store for all. |
| register it. In any case, media attention that comes | | | | |