What steps should a Fast Moving Consumer Goods company take to run a successful Cause Based Marketing campaign?
The Susan Komen Foundation is one model for success in creating a cause-based marketing campaign. Some of the steps it took were: – It identified a specific purpose – raising awareness about breast cancer and early detection. -It created an identifiable symbol for the campaign, the pink ribbon. -It developed marketing partnerships with companies that donate back to the cause in return for use of that symbol and the name of the organization. -It held high-profile events – such as the Race for the Cure. These look like good actions to emulate! This organization has donated nearly $1 billion toward research from its activities, a pretty good measure of success.
