https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/1704/CAUSE-RELATED-MARKETING-BOLSTER-YOUR-IMAGE/
... consumers. Of course, there is no real link between a pop superstar and the soda pop. But Pepsi, like many other advertisers, has bathed its product in the reflected light of its star spokespeople. You can create similar 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. A different, fresh approach ... a better chance of catching your audience's attention. Attaching your agency or company 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, scents, lotions, and shampoos in more than 300 stores around the world, including the . It sells its products largely by providing information to consumers. Every container explains the ingredients and ...
https://completemarkets.com/Article/article-post/1704/CAUSE-RELATED-MARKETING-BOLSTER-YOUR-IMAGE/
...Consumers are growing increasingly tired of hype and hard sell. We are all exp...programs. These causes appeal to the stores' customers, who are primarily of t...
https://completemarkets.com/Article/article-post/900/Five-Business-Lessons-From-The-Recession/
...ion has worn on so long that we’re tired of hearing so much bad news. Yet, pus...plenty of action in the Apple retail stores.
Here’s why: Apple focuses on im...
https://completemarkets.com/Article/article-post/395/Product-Or-Service/
...he front end, and mounts your snow tires in the fall. Not too many of those di...ng immediately wreaks havoc on your entire book of business. On the other hand...
https://completemarkets.com/Article/article-post/862/First-Impressions-Last-Longest/
...e, whose failure to respond to the tire crisis quickly created the impression ...ve customers a reason to go to their stores. As a result, customers no longer ...
https://completemarkets.com/Article/article-post/822/DonT-Let-Your-Sales-Career-Get-Caught-In-The-Net/
... sells insurance.' 'She was just a tire kicker with no intention of buying.' ...
https://completemarkets.com/Article/article-post/1565/PROTECTING-WORKERS-IN-HOT-ENVIRONMENTS/
...o replace their bodies' salt loss. Tired muscles-those used for performing the...
https://completemarkets.com/Article/article-post/1828/NICHE-MARKETING-ATTRACTING-ASSOCIATIONS-GOING-CAPTIVE/
... for their special needs. They are tired of being asked to learn the insurance... and a few regional concerns, whose entire purpose is based in the successful ...
https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/862/First-Impressions-Last-Longest/
... impressions can have serious implications for a business. On the one hand, taking steps to shape and protect customers, vendors, stockholders, and the public's perceptions can be highly positive and beneficial, as such companies as Nordstrom know so well. Even people who've never shopped at Nordstrom have a positive impression of the company. The story is far different for Firestone, whose failure to respond to the tire crisis quickly created the impression that it didn't care or was stonewalling the issue. Even when the company came forward with its commitment to make good on every tire, the initial impression might have caused the public to doubt Firestone's sincerity — and to question the quality of its products Here are a few ideas to help you foster appropriate, positive impressions: Be painfully clear about how you want your ... they opened their mouths, we could tell … ' Making judgments on such limited knowledge might seem difficult to defend. Yet, studies support the extensive influence of first impressions. Consider, for example, one research project conducted by Jennifer Humble and Dr. Barbara Bremer. The objective was to evaluate the extent that dress and physical appearance affect the quality of social interactions. Using a retail store setting, the researchers discovered that the sociability of the clerks was significantly higher when interacting with a well-dressed actor than with a poorly dressed one. Other studies suggest that facial expression, gestures, glasses, personal coloring, garment style, and makeup can play a key role in impression formation. As Humble and Bremer conclude, Individuals tend to make intrinsic judgments about a person based on external cues. ...