Eng   |  
our vision     who we are     what we do     our approach     cause marketing     
cause marketing

What is Social Marketing?

Social marketing was "born" as a discipline in the early 1970s, when Philip Kotler and Gerald Zaltman realized that the marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors

Philip Kotler and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organisation. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.”

It has been used extensively in international health programmes, especially for contraceptives and oral rehydration therapy (ORT), smoking, drug abuse, heart disease and organ donation.

The primary focus is on the consumer--on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Marketing talks to the consumer, not about the product (non-profits tend to be product-driven, not market-driven). The planning process addresses the elements of the "marketing mix." – (1) the conception of a Product, (2) Price, (3) distribution (Place), and (4) Promotion. Social marketing also adds a few more "P's" – publics, partnership, policy and purse strings.

What is cause marketing?

In 1983 American Express coined the term 'cause-related marketing' when they launched a marketing campaign for the Statue of Liberty Restoration project. The company donated a penny toward restoring the Statue of Liberty each time a cardholder charged an item. In four months, it raised more than US$2 million for the project.

The concept behind cause marketing is linking a marketing effort to a good cause.

Cause marketing partnerships are usually made up of a non-profit organisation or a social enterprise and a corporation that results in increased business for the corporation and a financial or marketing return for the non-profit organisation/social enterprise. In some cases, partnerships can consist of a government organisation and a for-profit organisation, two non-profit organisations working together, or even a company partnering with its own internal foundation.

What are the benefits of cause marketing?

Benefits of cause marketing include making the most of marketing muscle and connections, attracting free media attention and winning public approval/support when done right.

Most importantly, cause marketing accomplishes goals a single person or company cannot achieve alone. Organisations involved could enjoy these benefits:

  •  Increased sales revenue
  • Surplus in donations
  • Better reputations
  • Brand recognition
  • Improved public relations
  • Greater public awareness
  • Expanded prospect market
  • Enhanced employee morale and retention
  • Satisfied shareholders

Cause marketing campaigns come in all shapes and sizes. Just because something hasn’t been done doesn’t mean it won’t be amazingly effective.

Doing “well” in business and doing “good” in business used to be two different things. Now, they are merging. More and more organisations are realising that they will gain a competitive advantage if they weave social or environmental practices into their business strategies.

The information is extracted from