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... 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 its 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 ... . Innovative marketers in other industries have used cause-related marketing successfully. Their stories provide some valuable lessons for insurance marketers. The Body Shop A cosmetic store that doesn't advertise or use fancy packaging sounds as if it would be doomed to failure. Yet The Body Shop, based in , is the world's hottest cosmetics chain. It doesn't spend a penny on advertising or pretty packages. The company sells natural soaps, scents, lotions, and shampoos in more than 300 stores around the world, including the . It sells its products largely ... to a good cause can do just that. This strategy can also begin to make a dent in rehabilitating our industry's battered image. Innovative marketers in other industries have used cause-related marketing successfully. Their stories provide some valuable lessons for insurance marketers. The Body Shop A cosmetic store that doesn't advertise or use fancy packaging sounds as if it would be doomed to failure. Yet The Body Shop, based in , is the world's hottest cosmetics chain. It doesn't spend a penny on advertising or pretty packages. The company sells natural soaps ...

...urs. Vermont-based Ben & Jerry's Homemade Ice Cream Company is another cause... streets, sidewalks, traffic signals, homes, and buildings. School children co...