Monday, May 28, 2012

What’s your cost of cause marketing?

Corporate social responsibility is a big phrase. Some companies do it better than the others. Others like the usual mock check and occasional photo opportunity. Once off and they are done. A charity run there and there.

I believe consumers are getting smarter and smarter. I believe when consumers look at the news and the pictures of the mock cheque presentations, they ask – what is the cost of this cause marketing?

Increasingly, if your company or brand does not commit to the cause in money, effort and time in the long term - and that means not just commitment but consistency, then you will be seen as a fraud, using the face of social responsibility to cheat into the consumers hearts.

What’s your true cause?

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