Page 197 - 100 Great Marketing Ideas (100 Great Ideas)

own children’s school), Tesco acquires a human, local face. This
is no mean feat for a giant multinational chain. Third, customers
enjoy the warm glow of giving when they hand over the vouchers,
even though the vouchers actually cost them nothing. Finally, Tesco
is helping to ensure that the next generation of employees are not
only computer literate, but also think well of Tesco.

In practice

• Find a local cause to link with, or set up your promotion in such

a way that people can find a local cause for themselves.

• Be specific—offering to pay to some vague or unknown charity

does not carry much weight.

• Allow your customers to get the warm glow of giving.
• Time-limit the promotion—otherwise it loses its impact, since it

just becomes part of what people expect from you.

188 • 100 GREAT MARKETING IDEAS