Mar
29

Affinity In Cause-related Marketing

Implicit in any successful cause-related marketing campaign is the idea of affinity. Absent affinity, no cause-related marketing campaign is likely to soar

Think about it, if children with cancer don’t affect you emotionally, intellectually or otherwise, then you’re far less likely support any cause marketing campaign on behalf of St. Jude Children’s Research Hospital.

And it has to be the right kind of affinity. I may love American Idol and Randy Jackson, but if I don’t have a cat then his recent endorsement in 9Lives advertising isn’t likely to convince me to buy a bag of dry cat food.

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