First of all, charity appeal real let consumers take the initiative to become the product of advocates, to help enterprises to establish the brand differences,save marketing costs and enhance customer loyalty. Consumer goodsindustry competition is intense, new ventures without features is difficult to survive. Charity has brought the procurement cost extra, but also replace the traditional marketing costs, because the story of charitable appeals especially suitable for low cost promotion based on social media. The traditional shoe factory need to invest in spending a lot of money in the athlete sponsorship,television and outdoor media. TOMS in the early without advertising was wildlypopular, is mainly depend on the identity of the demands of the consumers on social media spare no effort to promote.
Secondly, charitable appeals to attract better staff to join the team, working enthusiasm can inspire the team. TOMS to charity in the operation of enterprises in all aspects, which plays a positive role to improve employee loyalty play.
Third, the charity appeal to attract more partners.
Whenever a customer buying a pair of TOMS shoes, the brand will send a pair of shoes for the children in poor areas. Customers don't think they are paying extra for charity, but felt by a purchase to obtain the absolute value. When integrated into business model -- not marketing practices but in reality deeply rooted in business -- customers will be more loyal.
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