Looking to participate in a CRM campaign? Here are a few pointers, if you will, that you should follow while considering a CRM project. I have chosen to analyze: identifying the right issue or cause, communicate the partnership message, integrate the campaign, and track the results. First and foremost, the organizations involved need to have a related message/cause. For example, Tide laundry detergent has been traveling across the United States with huge tucks with built-in washing machines and dryers that are available for homeless shelters to take advantage of. This is a great example of a company aligning themselves with a related cause. Next, the partner message must be communicated properly. Aside from being connected, the company and cause involved need to convey a message that is consistent and effectively displayed. Integration of the campaign is also a very important aspect of the project. Correlating and integrating your message through all media vehicles is essential for not only success, but also for consumers to understand and retain the message. Lastly, tracking results is a no-brainer! If you can’t show that the campaign is effective or working successfully, then why do it? If companies follow these guidelines, they will have a much better chance of pulling off a thriving venture.
People are learning that CRM can be done effectively and help their brand image and reputation, which is what, in time, will increase sales and profits. Some companies participate in CRM for the wrong reasons. They expect to immediately see sales fly through the roof when they partner with a nonprofit or a cause. Companies go into a CRM effort with the mindset that if they slap a good cause on their packaging, they’ll be rich in a week and consumers will eat it up. Overall, I think that CRM, if done effectively and thoughtfully, will increase “sales”, awareness, brand image, respect, and overall opinion of both parties involved (company and non-profit organization/cause) over time. Companies need to be in it for the long-haul and show dedication throughout the process.
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