Cause Marketing

The other day I posted the question “ Where’s Kmart’s Cause Marketing Effort ?” in the Christmas season circulars and Tom Aiello, Division Vice President, Public Relations at Sears Holdings was kind enough to respond. He also graciously agreed to answer 10 questions I had for him about Kmart’s “Purpose Marketing,” and the company’s notably-long sponsorship of March of Dimes, along with Kmart’s newer sponsorship of St. Jude Children’s Research Hospital’s brilliant Thanks and Giving Campaign . 1. Kmart has been a sponsor of March of Dimes for more than a quarter of a century. How has the complexion of that sponsorship changed over time. How is it the same? “Kmart is dedicated to helping the March of Dimes and this is the 27th year that Kmart will be partnering with the March of Dimes and our 18th year as a national sponsor of the March for Babies walk. Kmart is the March of Dimes longest standing corporate supporter and largest contributor to its mission, and has raised $90 million on b...

Sunday’s newspaper was clogged with flyers from most of the major retailers in my market; Macy’s , Walmart , Target , JC Penney , Sears , Kohl’s and Kmart. The first six listed all devoted at least some space in their sales flyers to their respective cause marketing efforts. Conspicuous by its absence was Kmart. At left is the cause marketing campaign from Sears called Heroes at Home Wish Registry, which offers Sears gift cards to military members and the families registered in the program. Sears is the sponsor and founder of the campaign. (Macy's campaign benefits Make-A-Wish, Target's benefit's St. Jude; JC Penney's benefits the Salvation Army Angel Tree, and Kohl's benefits Kohl's Cares for Kids). I show this page from the Sears flyer because Sears Holdings owns the 1,327 or so Kmarts in operation. Indeed, go to either Sears.com or Kmart.com and you’ll see the overlap of the brands. Sears Holdings is publicly held, but controlled by billionaire-financier Edd...