When I saw the cause marketing ad at the left in my local newspaper, my first reaction was, frankly, uncharitable. I thought: my golly hearing aid retailers must have gaudy profit margins! Those uncharitable feelings aside, I think there’s some lessons for using cause marketing to better keep customers for life. Here’s the offer. When you buy your first hearing aid(s) from My Hearing Centers, the company will donate $100 to “the children’s hearing and speech center,” presumably an in-house entity. My Hearing Centers will also offer as much as $1200 towards the purchase of new hearing aids when you trade-in existing hearing aids. My Hearing Centers promises that your trade-ins will be refurbished for use by kids in need. My Hearing Centers is a five-unit chain with locations in the Mountain West states of Idaho, Colorado, Utah, and Nevada. In a 2009 review , Consumer Reports found that the hearing aid market was fractured and that hearing aids were expensive. In Metro New York City, t...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.