Cause Marketing

High-Dollar Cause-Related Marketing Comes of Age Cause-related marketing has long been especially common in packaged goods promotions; Wish-Bone Dressing and Make-A-Wish or Yoplait and Susan G. Komen, to name just two. But does cause-related marketing work with high-dollar goods and services? More and more the answer is yes. Above are four recent campaigns… from Dell , Oreck , American Century Investments , and Levenger … that increasingly demonstrate that cause-related marketing has legs even when the items in play cost hundreds or dollars or more. Let me hasten to add that none of these high-dollar cause-related marketing promotions are exactly ‘first-movers.’ Ford and BMW have both done cause-related marketing promotions. Kitchen Aid has long made special editions of their appliances in pink that generate donations for Susan G. Komen. They’ve also done straightforward ‘buy a qualifying dishwasher and we’ll donate $50 to Susan G Komen’ promotions. Whirlpool … which owns Kitchen Aid…...