This year, due to the economy, retail stores are not only starting their advertisements early, but also stepping it up by joining with a major cause-related initiative.
Macy’s is continuing last year’s “Believe” campaign, based on the “Yes, Virginia, there is a Santa Claus” editorial. The letter-writing “Believe Stations” donates $1 per letter to the Make-A-Wish Foundation. The television commercials, starring Queen Latifah, are set to launch Nov. 6.
J.C Penny, partnering online with Salvation Army, and Wal-Mart Stores, partnering with Feeding America and Meals On Wheels, has decided to jump on the bandwagon and pull at retailer’s heartstrings.
Although I disagree with the idea of Christmas before Thanksgiving (like when people decorate their houses at the beginning of November), this is a great strategic PR plan by Macy’s, J.C. Penny and Wal-Mart retail chains. The early PR and sentimental connection starts solidifying the store name and brand when people are starting to purchase gifts, focuses on what these stores are giving back to the community and also what some of the consumer’s money is going to. Around the holiday season, people start thinking about giving more than receiving and everyone wants to be part of something good.
Holiday Cheer: Major Retailers Launch Cause Initiatives
4 comments:
I LOVE that retailers are pairing up with non-profits. The holiday season is when non-profits receive the bulk of their donations, (such as toy drives, food drives, clothing drives, etc.) Non-profits needs all of the exposure and donations they can get. Other major retailers should take note of what the stores mentioned are doing and give back to their community.
It's been (what feels like) a long time since I remember a business and it's consumers using the holiday season for a such a great cause. I am excited to see what outcome this will have... and I LOVE Macy's. Guess y'all know where I'll be buying my Christmas gifts... ;)
I am so pleased to hear so many businesses are partnering with charitable organizations. I think it is a win-win situation for both the stores and the
non-profits.
This blog exemplifies how commercial businesses should allot money during the holidays.
While I would idealy like to see more of this type of generosity throughout the year, making a major conscious effort is the only way to get others to follow suit.
Macy's has always been in a positivie light with the public and this adds the the coorporation's morale.
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