Does it make sense to pitch your clients a cause marketing campaign? Looking at this info from a 2008 Cone & Duke University Cause Study, it seems that the lift is worth it.
A couple of interesting tidbits from the survey online of 1,000 adults:
- Participants spent nearly twice as long reviewing cause-related ads vs. general corporate ads.
- This resulted in a sales increase (19%) similar to the lab study for the target toothpaste brand.
- Though the shampoo brand increased only by a modest 5%, sales among its target audience of women increased by nearly 14%.
"One thing we know for sure - consumers are paying more attention to cause messages, and as a result are more likely to purchase," said Gavan Fitzsimons, Duke marketing professor and lead researcher on the study. "This is clearly great news for brand managers, as every percentage increase can translate to millions of dollars in revenue."
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