Cause Marketing at P&G

I’ve always believed that you can be good by doing good works for others.

However, to be REALLY GOOD or GREAT, doing good for others for free or nearly free can accelerate the process.

I’ve always been heavily involved in donating to and raising money for non profits such as Ronald McDonald House, Team in Training, the March of Dimes, Easter Seals, the American Cancer Society and many more.

This year as part of my marketing plan, I’ve baked in some non-profit work and am targeting 10% of my firms hours to it. I’m a big believer in you reap what you sow and in leaving the world a better place.

I’m seeing more brands such as Procter & Gamble get involved in cause marketing and so should you.

P&G rep Glenn Williams said, “It goes without saying that reframing the value equation is of tremendous importance to nearly all businesses these days,” he said. BrandSaver, in particular, “enables the consumer to do something good, something right, in these difficult times, and we think there’s real value in that.”

Brainstorm ways to reframe your definition of value and you’ll find that leveraging cause related marketing efforts can help you to do it.

Price and quality being equal, consumers will choose brands that are associated with a cause.

Note: Boston-based brand strategy firm Cone surveyed 1,071 U.S. adults last year
and found that 75% of consumers were more likely to buy a product when a portion of sales go toward a specific cause. And, 52% of those surveyed said corporations should still maintain their commitment to giving in tough times.

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