The second half of an interview with Carol Gustafson, a writer with Western & English Today, a trade magazine to the equine industry. 3. What are the secrets to success? (The ways to make any CRM effort pay dividends for both the charity and the business.) The secret sauce is planning and execution. In most cases, cause-related marketing is a promotion. And like any promotion it requires resources. But if resources are in short supply, to a degree you can substitute planning and creativity for money. Successful campaigns frequently rely on a ‘ MacGuffin .’ Filmmaker Alfred Hitchcock used the term to describe the mechanical element in movie plot that impelled action. In the case of cause-related marketing, sometimes the cause itself is the MacGuffin… certain breast cancer charities come to mind, for instance. The MacGuffin could be celebrity involvement, a sweepstakes of some sort, or strong media appeal. You must figure out a way to grab media attention that is appropriate for the ...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.