"All cause-related marketing is incentives." Milton Friedman , the late economist said that. OK, not really. He said to be an economist is to believe that incentives work. So call me an economist. [Somebody please tell me where I can find the real quote. I seem to remember it but haven’t been able to track it down.] Whether or not I’m remembering it right, it’s certainly true that cause-related marketing is based on the premise that incentives work. We when think of those incentives, especially in the wake of the criticism surrounding RED , we tend to think that the incentives work only to encourage consumption. That’s only sometimes the case. Rocky Mountain Power , an electrical utility that serves the U.S. states of Utah, Wyoming, and Idaho sent out this cause marketing driven offer in fall 2006. The offer goes like this: sign up for their Cool Keeper plan and the company installs a device on the air conditioner at your home or office which allows Rocky Mountain Power to s...
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