Lot's of companies dabble in cause related marketing. Often, they'll make a donation in your name when you make a purchase (dirty little secret: it's often money they were going to donate to a charity anyway). But, very often, the customer isn't very engaged and the cause is only a veneer covering old fashioned promotion.
Hawaii's Foodland Supermarkets just launched a cause related marketing program that should not only boost sales, but it will engage its customers and could actually change behavior for a cause that Foodland is interested in: increasing the consumption of locally grown food.
Several elements distinguish this from a run-of-the mill cause related marketing program.
First, they ask customers to "take the pledge" to eat local at least once a week. To take the pledge, you have to go to the Foodland website (customer engagement) and register ... and by registering, you are rewarded by getting double loyalty points on locally grown and produced products. Engagement and reward. Don't they go together well?!
Secondly, there is a very specific call to action. On Tuesdays (a light shopping day) Foodland will have special offers and demonstrations in store. So, the program is actually designed to build traffic.
Finally, the customer is further engaged through the offering of recipes, discounts and videos on the Foodland website.
Cause related management has its own acronym: CRM. Oddly enough, CRM stands for another important marketing concept: customer relationship management. In this innovative program, Foodland handles both.
No comments:
Post a Comment