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Cause related marketing

cause related mktCause related marketing is today a variable of mixed marketing which is broadly used and of great effectiveness.

A research by "Business in the Community" ( revealed that:

• More than 70% of CEOs, Marketing Directors and Public Relations Directors are convinced that CRM will increase its relevance in the achievements of corporate objectives;
• 75% believe that CRM can improve the reputation of the company or brand;
• 86% of consumers will choose, from products of equal price and quality, those companies or brands that are associated with a "cause";
• 90% of respondents had heard about CRM activities, 65% has actively participated in one of these;
• 75% have changed brand, tried a new brand or purchased more of the product;


ACRA and Monte dei Paschi di Siena


1472   What do an aid project, the oldest bank in the world and a number have in common?

Welcome to 1472, the Monte dei Paschi di Siena project exclusively on from March 7, 2011! 1472 is a number, but also a symbol, a space where one can talk of fashion, food and wine, territory, talent, solidarity. An image symbolic of the prestigious history of the Monte dei Paschi di Siena bank starting from the year of its foundation. 1472 inspired an idea and a website where you can find the Tenimenti MPS wine (Chianti pdo, Chianti Classico and Toscana rgi) and the first fashion collection to be produced by a bank and designed exclusively by JAGGY: sweatshirts, polo shirts and t-shirt presented at Milan's Fashion Week.

1472 is above all responsibility, social values, solidarity: 10% of the proceeds from sales of the collection will be donated to initiatives of solidarity in support of the right of access to water, supporting ACRA's program that was launched in 2008 in the Casamance, in southern Senegal, which aims to supply drinking water to around 70 thousand people by 2015, with a financial commitment of around 9.2 million euro. On top of this, around 300,000 euro have been raised amongst Monte dei Paschi di Siena's customers and account holders through its ATMs.

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