Skip to main content

Has Subaru's 'Share the Love' Cause Marketing Promotion Boosted its Net Promoter Score?

A new consumer opinion survey shows that among the major car makers, Subaru enjoys the highest net promoter score. By a lot; eight percentage points better than second-place finisher Toyota.

Could it be that Subaru’s score started catching fire just as it’s cause marketing effort called ‘Share the Love’ started to gain momentum.

The Net Promoter Score, as you’ll recall is a super-simple measure of customer satisfaction. The Net Promoter Score is measured with an eight word question: “would you recommend this product/business to a friend?”

The Net Promoter scores are based on a 0-10 scale and the measure the degree to which someone is genuinely pleased with your product, company or service and why.

Here’s the scale:

9-10 Net Promoter
7-8 Neutral
0-6 Detractor

Subaru launched the ‘Share the Love’ promotion in 2008. In it Subaru donates $250 to several causes when you buy or lease a new Subaru between the middle of November and the first week in January. There’s also a Facebook ‘like’ campaign that generates another donation. In four years Subaru has donated more than $15 million to about 15 charities.

Here from BIGInsight are the Net Promoter Scores totals for the major automobile manufacturers over the last three years.

JAN 2010 JAN 2011 JAN 2012
Subaru: 42.3% 52.2% 56.8%
Toyota: 51.6% 41.3% 48.9%
Honda: 49.7% 49.7% 43.9%
Lexus: 65.0% 55.3% 43.2%
Volkswag: 26.5% 43.2% 40.7%

GMC (0.1%) (3.6%) 27.9%
Cadillac 11.8% 23.7% 19.8%
Ford 5.4% 7.9% 15.7%
Chevy 12.6% 11.3% 12.3%
Buick 17.0% 4.8% 6.2%
Chrysler (7.2%) 1.5% 0.3%

Of course it’s hard to draw a direct line of causation from ‘Share the Love’ cause marketing efforts to Subaru’s higher scores based only on this information. Although Subaru’s sales are also up since 2008 and the company now enjoys 2.3 percent of U.S. market share, its highest level ever.

Throwing all caution aside, the argument could be made that Subaru owners are responding not only to the automobiles the company makes, but how it makes them feel to see their company give back.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…