Report shows CRM influences buying

Over 75 per cent of consumers in the UK, US, Australia and Europe

believe that linking with a charitable cause makes a positive difference

to their buying behaviour.

The results, revealed in the new Profitable Partnerships report from

Business in the Community, show that 77 per cent of people who had

participated in CRM promotions said it had led to them either switching

brands or trialling new products.

BITC director Sue Adkins, said the research, drawn from face-to-face

interviews amongst a base of 2,060 consumers, differs from surveys

carried out previously in that it concentrates on 'actual purchasing


Almost nine out of ten of those questioned had heard of a CRM programme,

with Tesco's Computers For Schools prompting the greatest awareness at

60 per cent, followed by Walkers' and News International's Free Books

for Schools (55 per cent); and McVitie's and Mirror Group's Free Maths

Stuff for Schools polled 27 per cent. Campaign participation also runs

high, with two-thirds of respondents claiming to have taken part in a

CRM campaign.

Other key findings in the report include the fact that inertia rather

than cynicism is the main reason for consumers' non-participation in

campaigns - only one per cent of respondents said they thought this type

of marketing activity was exploitative. The report also pointed to the

influence of word of mouth, with 19 per cent of those who'd been

involved in a CRM programme saying they had talked to their family and

friends about it.

Adkins sees the rise in activity in CRM promotions as a sign of

fundamental changes in society. 'The Government is talking more about

the need for collaborative action. They were saying in the 90s that we

were going to become a giving society - it seems they were right.'

She added that the most successful CRM promotions were those with a

sound communication programme and strong media partners. 'Just because

you're linking with a cause, it isn't going to change the dynamics of

marketing or make up for a lack of investment. What it will do is give

additional benefits to that investment - the so-called halo effects of

becoming involved with a charity.'


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