Cause related marketing

As today's marketplace is becoming more fragmented and diverse, the competitive advantage is defined by the creation of an affinity with the customer. Connecting emotionally can be a more potent motivator than either price or brand. The question is how? The answer is Barnardos' cause-related marketing strategy.

Publicly linking with a charity can provide a credible incentive for customers and staff to select your products or services and support their community at the same time. Cause-related marketing is the commercial activity by which a business and charity form a partnership to market an image, product or service for mutual benefit. This can include on-pack promotions, in-store merchandising and trade promotions.

The benefits of cause-related marketing can include:

Improved brand perception and recognition
Increased sales, press and PR coverage
Strong brand switching incentives
Increased long-term customer loyalty
Increased awareness of the launch of a new product.