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... equations in the minds of prospects and clients by linking your agency's name to a good cause. Cause-related marketing is good citizenship and good business. Consumers are growing increasingly tired of hype and hard sell. We are all exposed to an enormous number of advertising messages every day. To keep our sanity, we have to tune out 99% of them. Most advertisements and direct mail tout a better price or superior service. Obviously, not everyone can have the best price or service, so consumers have learned to ignore these claims ... be promoting smoke detectors-one of the greatest inventions of recent times. But the best smoke detector is useless with a dead battery. How about sending your VIP customers letters or birthday cards, including a fresh smoke-detector battery? It's a simple, inexpensive gesture that shows a caring attitude. And it might save a life or a building someday. Smoke Detectors Two years ago, New York state passed a law requiring smoke detectors in all homes. Israel Streger Insurance of New Rochelle saw a marketing opportunity. First, the agency sent all ... Homeowner-insurance customers a letter advising them of the new law. Then it sent a similar letter to its Commercial Lines customers, which stated, We think you may want to advise your employees of this change, as a safety factor and for a reduction in their Homeowners premiums. Employees could take a copy of the letter to a local home-equipment store and receive a discount on smoke detectors. The store sold about 200 detectors. Many people also bought other safety equipment, such as deadbolts and fire extinguishers, making their properties better risks. ...

...umber of advertising messages every day. To keep our sanity, we have to tune o...the 911 number, and avoid possible molestation. Cause-related marketing isn'...