To add on to Dylan Wall’s blog on how Safeway latches themselves onto the Vancouver Canuck’s fan base with their “Score-and-Win” campaign, I believe that in this case marketing tools have been utilized to create the “cost-effective” campaign in order to generate more revenue.https://blogs.ubc.ca/dylanwall/2012/01/16/safeway-score-and-win/
Yet, sometimes in business schools, we may learn that marketing’s main goal is to generate further wealth or a competitive advantage. However, we sometimes forget that marketing can also help raise awareness without the intention of making money.
http://canucks.nhl.com/club/news.htm?id=613222&navid=DL|VAN|home
Plagued by recent deaths (Dereck Boogaard, Wade Belak, and Rick Rypien) mainly due to mental health issues, the NHL is trying to prevent these tragedies from happening again. Adding on to the Canuck’s theme, I recently saw a commercial on the Canuck’s initiative to raise awareness about mental health issues with the help from a popular Canuck – Kevin Bieksa. As a result, the Canucks organization positioned themselves with this serious epidemic by partnering with Fraser Health, Provincial Health Services Authority and BC Children’s Hospital Foundation to promote the re-launch of the website http://www.mindcheck.ca/. The goal of the website is “designed for BC youth and young adults, as well as family members and friends, to recognize symptoms and better understand the challenges of mental illness.”
http://www.mindcheck.ca/ embodies the characteristics of one-to-one marketing by building personal connections with each person who enters the website. Once you enter the website, you are immediately connected with personal stories of how some people have dealt with depression or stress, creating an intimate atmosphere with the visitor. Furthermore, the website allows for 2-way communication where website visitors can post personal blogs of their encounters and battles against mental health problems. In doing so, visitors become brand ambassadors of the website. By selling specialty t-shirts where “all net proceeds will be donated to the Canucks for Kids Fund in support of mental health awareness,” the Canucks demonstrate no intentions to make profit, but to only build higher customer equity through a customer-oriented marketing strategy.
[youtube]https://www.youtube.com/watch?v=9aVfpQCr6S4[/youtube]