TOPIC 1: Loyalty Management
Go online to the M&Ms website (http://www.mms.com/us/index.jsp) and evaluate it. You will have to go through more than just the main landing page—click on the current contests and other pages to get the data you need. What does the company do to build loyalty? To build community? Are there opportunities for feedback? Does the company partner with other organizations to leverage the loyalty those other companies enjoy with their customers? If so, what is the company doing? Overall, what do you think is most effective about the site? What is the least effective? Are you a loyal customer of M&Ms? If so, why?
These questions are meant to stimulate your thinking and you don’t have to answer each and every one them, especially if another classmate has already covered the topic adequately.
TOPIC 2: Cause Marketing
Many companies use cause-related marketing to build their customer relationships. You see this when a product or service indicates a portion of each sale will benefit a specific charity.
Check out the blog www.selfishgiving.com. Scroll to the author’s list of best cause-related marketing campaigns of 2014. Pick one to share with us why you think this was a good cause-marketing campaign.