Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market snapshot
- Types of CRM
- Who responds to CRM
- CRM offers significantly more ROI than other promotional efforts
- How consumers learn about CRM and how it influences purchases
- Which programs consumers support
- Popular CRM initiatives
- What consumers want in a CRM campaign
- Products that might benefit from CRM partnerships
- Looking ahead
Market Drivers
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- The bottom line: CRM improves the bottom line
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- Figure 1: Influence of CRM on purchases, by gender, 2007
- 9/11 changed the CRM world
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- Figure 2: Attitudes towards CRM before and after 9/11, 2001-02
- Concerns about breast cancer drive CRM
- Concerns about global warming drive CRM
- CRM and the American spirit
- The key demographic: Echo Boomers
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- Figure 3: Population, by age, 2002-12
Expenditures and Leaders
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- Expenditures
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- Figure 4: Amount spent by corporations on CRM, 2001-06
- Leading companies in the CRM arena
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- Figure 5: 2006 Alloy U Award winners for Top Socially Responsible Brands as recognized by college students
Advertising and Promotion
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- Introduction
- Green initiatives
- Seventh Generation plants Seed(s)
- Silk Soy Milk helps farmers
- Other Green initiatives
- Breast cancer
- Lids off for Yoplait
- KitchenAid cooks for the cure
- Reebok sponsors Avon Foundation’s walk for Breast Cancer
- Prevention magazine teams up with the Avon Walk for Breast Cancer
- Carnival Lines joins in
- Other initiatives
- Circuit City gets ‘flashy’
- Home Depot supports the troops and keeps its employees happy
- Subway teams up with the American Heart Association
- Nike is active
- Green Mountain teams up with Jane Goodall
- Washington Mutual co-brands with Catholic charity
- Boston Market helps local schools
- Make your own CRM
Trends in CRM
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- Ben & Jerry’s: integrated CRM at its best
- PRODUCT (RED): redefining CRM
- Exploratory campaigns
The Consumer—CRM Purchases
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- Summary
- Who responds to CRM
- How consumers learn about CRM
- How CRM influences purchase decisions
- Spill-over benefits of CRM
- Which programs consumers support
- Who responds to CRM
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- Figure 6: Cause-related campaign purchase influence, by gender, July 2007
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- Figure 7: Cause-related campaign purchase influence, by children in household, July 2007
- Hispanics’ attitudes towards CRM
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- Figure 8: How learned about cause-related campaign, by Hispanic origin, July 2007
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- Figure 9: Personal attitudes toward cause-related campaigns, by Hispanic origin, July 2007
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- Figure 10: Appropriate products for cause-related marketing, by Hispanic origin, July 2007
- How respondents learn about CRM
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- Figure 11: How learned about cause-related campaign, by gender, July 2007
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- Figure 12: How learned about cause-related campaign, by children in the HH, July 2007
- How CRM influences purchase decisions
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- Figure 13: Reaction to cause-related campaigns, by gender, July 2007
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- Figure 14: Reaction to cause-related campaigns, by children in the HH, July 2007
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- Figure 15: Personal attitudes toward cause-related campaigns, by gender, July 2007
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- Figure 16: Personal attitudes toward cause-related campaigns, by children in HH, July 2007
- Which programs they support
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- Figure 17: Cause-related marketing campaigns ever supported, by gender, July 2007
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- Figure 18: Cause-related marketing campaigns ever supported, by age, July 2007
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- Figure 19: Cause-related marketing campaigns ever supported, by income, July 2007
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- Figure 20: Cause-related marketing campaigns ever supported, by race, July 2007
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- Figure 21: Cause-related marketing campaigns ever supported, by marital status, July 2007
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- Figure 22: Cause-related marketing campaigns ever supported, by number of children, July 2007
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- Figure 23: Cause-related marketing campaigns ever supported, by employment status, July 2007
The Consumer—What Consumers Want in CRM
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- Summary
- What consumers want in a CRM campaign
- Products that might benefit from CRM partnerships
- Causes companies should support
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- Figure 24: Causes to support, by gender, July 2007
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- Figure 25: Causes to support, by race, July 2007
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- Figure 26: Causes to support, by number of children, July 2007
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- Figure 27: Causes to support, by level of education, July 2007
- A closer look at health issues
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- Figure 28: Health issues to support, by gender, July 2007
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- Figure 29: Health issues to support, by age, July 2007
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- Figure 30: Health issues to support, by race, July 2007
- Products that might benefit from CRM partners
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- Figure 31: Appropriate products for cause-related marketing, by gender, July 2007
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- Figure 32: Appropriate products for cause-related marketing, by race, July 2007
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- Figure 33: Appropriate products for cause-related marketing, by number of children, July 2007
Future and Forecast
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- Future trends
- Using CRM to get the message out
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- Figure 34: How learned about cause-related campaign, by gender, July 2007
- A growth area: CRM and food companies
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- Figure 35: Which types of companies should support CRM, by gender, 2007
- Growth areas: CRM and diseases of the elderly, education/child welfare
- Elderly
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- Figure 36: Population, by age, 2002-12
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- Figure 37: Health issues to support, by age, July 2007
- Education and children’s welfare
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- Figure 38: Causes to support, by children in HH, July 2007
- Green CRM will grow
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- Figure 39: Green consumer groups as a share of total U.S. population, 2005
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- Figure 40: Products purchased by respondents, September 2006
- A potential backlash
- Cause marketing future expenditures forecast to grow
Appendix: Trade Associations
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