Benefits of Cause Marketing
Cause marketing is an evolving strategy and with strategic implementation, cause marketing or corporate social responsibility (CSR) can help brands differentiate themselves within the highly competitive marketplace. Cause marketing programs can also affect the purchase decisions of a customer and as a result, many fashion brands are now rethinking and integrating CSR and cause-related marketing programs within their business. For the fashion industry, issues such as environmental sustainability, child labor, and working conditions are often key focuses for brands. Subsequently, many brands such as Patagonia, has made an effort to make corporate social responsibility their business focus (Spivey, 2015). Not only …show more content…
When businesses develop their cause marketing programs, it is particularly important for them to evaluate and choose a cause that relates to the brand and it’s core values. A well-developed program can help brands alleviate potential concerns from stakeholders and potential criticisms. To address the challenge of skepticism, brands must have an effective communications plan and provide their audience with the information needed to understand the concept and cause. Communications plan should include a strong, simple, and clear story and message, which can help brands connect with their audience and persuade them to get involved. Apart from an effective communications plan, programs such as these require businesses to invest money, time, and efforts. Prior to implementation, brands must also evaluate whether or not the businesses have enough resources and time to implement these programs. Poor implementation and follow-through can cause backlash for brands and damage a brand’s …show more content…
With many brands participating in cause marketing programs, customers will become weary of the different initiatives and in order for brands to successfully attract their audience there needs to be a connection between the cause and the customers (Ogden, 2011). An example of a poor cause marketing campaign was luxury menswear designer label, Joseph Abboud, and retailer, Nordstrom’s, partnership back in 2010. The two companies partnered to donate a portion of proceeds to Doctors Without Borders during the period of time of Haiti’s earthquake. However, there was no transparency concerning what portion or how much was actually being sent to the charity. Along with the lack of transparency, the campaign only ran for a week. Taking a look at the designer’s price points, the company sells men suits for nearly $1,000 each which signifies the lack of emotional connection between the cause and the brand, especially since the campaign trigger was based on product sales. Campaigns like these unfortunately seem merely as if brands are attempting to write a check in exchange for goodwill and sales (Khalili, 2010). The result damages the brand’s reputation and thus can instead create more unwanted work
Cause marketing is an evolving strategy and with strategic implementation, cause marketing or corporate social responsibility (CSR) can help brands differentiate themselves within the highly competitive marketplace. Cause marketing programs can also affect the purchase decisions of a customer and as a result, many fashion brands are now rethinking and integrating CSR and cause-related marketing programs within their business. For the fashion industry, issues such as environmental sustainability, child labor, and working conditions are often key focuses for brands. Subsequently, many brands such as Patagonia, has made an effort to make corporate social responsibility their business focus (Spivey, 2015). Not only …show more content…
When businesses develop their cause marketing programs, it is particularly important for them to evaluate and choose a cause that relates to the brand and it’s core values. A well-developed program can help brands alleviate potential concerns from stakeholders and potential criticisms. To address the challenge of skepticism, brands must have an effective communications plan and provide their audience with the information needed to understand the concept and cause. Communications plan should include a strong, simple, and clear story and message, which can help brands connect with their audience and persuade them to get involved. Apart from an effective communications plan, programs such as these require businesses to invest money, time, and efforts. Prior to implementation, brands must also evaluate whether or not the businesses have enough resources and time to implement these programs. Poor implementation and follow-through can cause backlash for brands and damage a brand’s …show more content…
With many brands participating in cause marketing programs, customers will become weary of the different initiatives and in order for brands to successfully attract their audience there needs to be a connection between the cause and the customers (Ogden, 2011). An example of a poor cause marketing campaign was luxury menswear designer label, Joseph Abboud, and retailer, Nordstrom’s, partnership back in 2010. The two companies partnered to donate a portion of proceeds to Doctors Without Borders during the period of time of Haiti’s earthquake. However, there was no transparency concerning what portion or how much was actually being sent to the charity. Along with the lack of transparency, the campaign only ran for a week. Taking a look at the designer’s price points, the company sells men suits for nearly $1,000 each which signifies the lack of emotional connection between the cause and the brand, especially since the campaign trigger was based on product sales. Campaigns like these unfortunately seem merely as if brands are attempting to write a check in exchange for goodwill and sales (Khalili, 2010). The result damages the brand’s reputation and thus can instead create more unwanted work