Vanakam Makkalae

What is Cause Marketing? Cause marketing involves collaboration between an operating business that is generating revenue for profit and a non-profit organization that works on attaining a common goal. Cause marketing also refers to charitable campaigns organized by profit brands. When a brand is associated with a non profit organization it boosts their social responsibility. Big brands like Boost, Horlicks will usually be associated with a cause. This will represent their product.

Types of Cause Marketing:

· Message-Focused campaigns

· Cause-related marketing

· Transactional campaigns

· Non-Transactional campaigns

· Point-Of-Sale campaigns

· Volunteerism

· Digital Engagement.

      Example1:  Samsung brand launched a video AD on Youtube where it emphasises women empowerment and how it employs women employees for its technical centre. This AD created a greater impact in the life of women in rural areas.

      Example2: Vistara is a joint venture between Tata Group and Singapore Airlines. This venture partnered with a trust called Salaam Baalak and provided a memorable first-flight experience to street children. The trip was between Delhi and Mumbai. It had children between 7-12 years. It was recorded as a short film and the 2-minute video went viral on social media.

Benefits of the Cause:

· Cause marketing fulfils the demand for corporate social responsibility.

· It improves the corporate image.

· It increases brand loyalty.

· It boosts employee morale by standing out from the competition.

  A lucrative marketing campaign needs rigorous brainstorming. Research shows that, in the year 2020, 40% of consumers opt for socially motivated enterprises and also stay loyal to them. Also, they are inclined to pay 6% more for products from such a company.  Therefore, it is in the best interest of a brand to be diligent towards its corporate social responsibility. It is not surprising that cause marketing is gaining ground.