THE ADOPTION OF A SOCIAL CAUSE BY A COMPANY BECOMES A DISTINCTIVE ELEMENT TO INTEGRATE INTO ITS MARKETING STRATEGY.
Unlike other forms of support, Cause Related Marketing directly involves the company and its customers in the project.
Cause Related Marketing activities can include:
Joint promotion: communication campaigns financed or designed to promote a cause of social interest;
Licensing: use of the brand of a non-profit organization for commercial purposes, in exchange for a contribution;
Initiatives linked to commercial products
These activities offer companies the opportunity to showcase their social commitment, engage customers in meaningful causes and create an emotional connection with the public. Cause Related Marketing not only contributes to the common good, but can also generate tangible benefits in terms of reputation, customer loyalty and competitive differentiation.
Choosing to adopt Cause Related Marketing is a way to demonstrate the company’s attention to social issues and to promote an authentic connection with the public.