How to “Cause” Sales
You’ve read it before in ETR: When you give prospective customers a reason for that “special” you’re running (such as an “inventory clearance event”), it can help increase sales. Now new research shows that ad campaigns related to a charitable cause can drastically increase sales too.
In one study, two groups of participants were given money to spend and were brought into a mock convenience store. The first group had been shown a generic corporate ad for a certain shampoo. The second group saw the same ad for the same shampoo, but it mentioned that part of the proceeds benefited breast cancer research. 47 percent of shoppers who saw the cause-related ad bought that shampoo brand, compared to 27 percent of shoppers who saw the generic ad – for an impressive 74 percent increase in sales.
(Source: marketingcharts.com)
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