Marketing causes and their effects on consumer behavior

Marketing Causes

Marketing Using Cause-Related Sporting Events

Social marketers often concentrate the majority of their efforts on the sponsors for cause-related sporting events often not taking into account the needs of the participants. In the article The Marketing of Cause-Related Events: A Study of Participants as Consumers (Scott, Solomon, 2003) the authors attempt to determine the multifaceted needs and motivations of participants in cause-related sports events. The intent of the analysis is to determine how cause-related sports events can be used successfully as part of a multichannel-based marketing strategy that aligns or is consistent with broader strategic marketing initiatives and programs. The researchers chose a Susan G. Komen Foundation's Race for the Cure event in the southeastern U.S. As the basis of their sampling frame to complete their research methodology.

The Article

In the article The Marketing of Cause-Related Events: A Study of Participants as Consumers (Scott, Solomon, 2003) published by the Journal of Nonprofit & Public Sector Marketing the authors define through an analytical framework the implications of the benefits participants gain from cause-related sporting events. Implications for marketing strategies including how to define segmentation strategies by participant's motivation and group identification are also addressed.

Summary

The authors of this analysis make several key points throughout the article, which is based on an analysis of their research completed during a Susan G. Komen Foundation's Race for the Cure event in conjunction with a literature review. The first most significant finding that the existing body of research on Cause-Related Marketing (CRM) is relatively unknown and has been slanted more towards the sponsors and less towards participants. The authors next discuss how cause-related marketing in the context of an integrated marketing communications strategy has significant potential that has yet to be realized. Using the allegory of the cause-related marketing event as a product offering, the authors provide a multichannel-based perspective on how cause-related athletic events can engender greater brand and product loyalty. Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.

My Critique