Cause-Related Marketing

Tom's Shoes

Both increased brand awareness and customer loyalty

A marketing approach that aligns a company with a social cause or issue

Through partnerships with non-profit organizations

Real-world examples of cause-related marketing

Cause-related marketing = A strategic advertising and marketing approach where a company aligns itself with a social cause or issue to benefit both the cause and the company One-for-one Model = A model where for each unit of a product sold, a new unit is donated to a person in need Corporate strategic philanthropy = The integration of philanthropic activities into a company's overall business strategy Brand awareness = The extent to which a brand is recognized by potential customers

Tom's Shoes = One-for-one Model Warby Parker = Buy a pair, give a pair Model Patagonia = Environmental activism and sustainable business Model Bombas = One-for-one Model for socks

Strategic advertising = An advertising approach that involves careful planning and execution to achieve specific objectives Customer Loyalty = The tendency of a customer to consistently choose one brand over others in the same product category Non-profit organizations = Organizations that are not driven by profit, but by a mission to serve a social or environmental cause Integration = The act of combining or adding elements to form a whole

Brand awareness = Tom's Shoes becoming well-known for their one-for-one Model Cause-related marketing = A company partnering with a non-profit organization to raise awareness about a specific social issue One-for-one Model = A shoe company donating a pair of shoes to a child in need for every pair sold Corporate strategic philanthropy = A company donating a significant portion of its profits to support a cause

Cause-related marketing = Strategic advertising and marketing One-for-one Model = Business model Brand awareness = Impact on a company's reputation Strategic philanthropy = Integration with corporate strategy