Cause marketers are direct marketers

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New York—Companies that do “cause-related” marketing are really direct marketers at heart, said David Sable, vice chairman-COO of Wunderman, Y&R’s direct marketing agency.

Sable was the keynote speaker at day two of the Direct Marketing Association’s DM Days New York conference.

“We’re talking about a loyalty program,” Sable said. “You’ve got to call it what it is. You are putting customers together with something they love to drive dollars and loyalty.”

That, he said, means “Cause-related marketing equals customer relationship marketing.”

Sable said cause-related marketing can add value to a brand, but only if it is done well. He said the most important elements in accomplishing that are credibility and relevancy.

“People are interested [in cause marketing],” he said. “They just want the cause to mean something and be important to them.”

—Carol Krol

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