When consumers are presented with competing choices to your offerings that appear equal in price, benefits and quality, one sure way to stand out from your competition and gain customer loyalty is to support a charitable cause that your customers care about. Continue reading →
August 18, 2011 Posted by Linda Welter Cohen | Business Development, Cause-related Marketing, Public Relations (PR) | causes, charitable causes, Charity, Consumer Behavior, corporate social responsibility, PR strategy | Leave a comment
Research on eco-marketing has shown that women and men receive “green” messaging very differently. For marketers promoting green products, it is important to note this key challenge to creating messaging. Let’s take a brief look at consumer perceptions on the “green movement,” and why marketers must make note of these major incongruities.
According to a recent survey from Crowd Science’s Just Ask!, women are the primary household spenders (80-85 percent of retail consumer goods) and prefer to be spoken to as a caretaker concerned about the fate of their environment. Unlike most men, women are driven by product reviews, real life improvements, and what it means to them and their families to live a sustainable lifestyle. Continue reading →
March 10, 2011 Posted by Mary Tatusko | Cause-related Marketing, Marketing Trends | Consumer Behavior, eco marketing, eco-friendly, enviromentally friendly, gender, Green, men vs. women, messaging, target audience | 1 Comment
Our team at the Caliber Group believes that every good company should align with a worthy cause or non-profit organization. Socially responsible, for-profit companies recognize that their contributions serve those in need and help build their community.
The serendipitous impact for business: Customers do purchase products or use services that support a cause or charity.
For example, market research firm Mintel recently released a study that stated 35 percent of customers will pick an environmentally friendly product over one that isn’t as “green,” even if the “green” product costs more. Continue reading →
Are you in the business of selling handbags, electronics, books, furniture, clothes, or maybe even art? If your organization offers any of these types of products or nearly any other consumer good or service, an evolving trend known as “transumerism” may be making an impact on your industry and could affect the way you approach your market.
Originally transumerism was a term applied to the purchase habits of consumers in transition – in other words, travelers and their purchasing behaviors in airports, hotels, etc. However, over time, non-travelers have also begun adopting transumer tendencies as society continually becomes increasingly experience and pleasure driven. Individuals are more inclined to prefer to rent, lease, or perhaps even share ownership of products and services, finding that these temporary possessions impose fewer constraints and offer greater opportunities for extravagance. Continue reading →
The best part? You can send your own message of encouragement! Continue reading →
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