Why Cause Marketing?
In a stimulating and constantly evolving consumer marketplace, new competition from quality store brands and media fragmentation make it extremely difficult for marketers to command premium pricing for their branded products. Consumers today are voicing their passion for various causes via clothing, cars, jewelry, etc. We all want to demonstrate that we are ethical, caring, good citizens. In particular, Americans want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel positive about. Smart companies are responding! According to the IEG Sponsorship Report (www.sponsor.com), American companies spent nearly $1 billion on cause related marketing campaigns in 2004. In fact, companies who highlight cause marketing not only attract productive employees, they also retain them. Nearly 90% of employees report strong loyalty to companies that support a cause, compared with two-thirds of employees at other companies. By linki