Just a quick note today on something different from Axe and Old Spice
So I decided to shift topics a bit this week. For my Comm 486W: Business Writing class we had to do an essay on a social issue that a company should try to get involved in. The topic I decided to write about was Product (RED) and how it can better an advisory company. I learnt that Product (RED) is used by many companies as a cause-marketing technique.
Cause-marketing to me seemed like a great idea because it allows companies that earn profit to cooperate with non-profit organizations to benefit both companies. In the case of Product (RED): Product (RED) is a non-prof that helps fight AIDS, HIV and Malaria in Africa. Gap or Nike buys into the Product (RED) campaign and sends a portion of their profit to Product (RED), this shows that Gap or Nike are involved in social issues around the world. Product (RED) in return increases their brand awareness and popularity by associating itself with extremely successful companies such as Nike, Apple, Gap, Hallmark, Starbucks, and Dell. They essentially have some company that has joined in on its campaign in every sector of business and merchandising, thus allowing their brand to seriously grow.
This seems like a great idea right? Well the more I read into the facts about cause-related marketing, the more I found out it wasn’t the best thing! Everywhere I read the words Tax Deductible and marketing ploy were thrown across the screen!
I will post more on this cause-marketing ploy and tactics as I have to run for my marketing class!