BROOKLYN, N.Y., March 1, 2022 /PRNewswire-PRWeb/ -- Positive Brand has helped increase results for Salam Forever that have a direct, positive impact on their revenue's bottom line by implementing changes in their marketing based on behavioral science principles.
In the last 365 days, Positive Brand has increased sales for Salam Forever by 126%. In just the first two months of 2022, Positive Brand's scientific approach has delivered increases of 142% for total sales volume compared to the same period last year, with an increase of 55% for the average order value, and a 56% increase in total orders.
These significant increases in sales for Salam Forever are the result of specific behavioral science interventions that Positive Brand has implemented in the last year. These interventions are based on the following principles.
Recency Bias. People place more emphasis on what they have been exposed to recently. For Salam Forever, a Reach and Frequency strategy to building market share has been the foundational marketing principle at work for their brand growth. This is achieved through boosted social posts and steady influencer marketing.
Boosted posts have delivered hundreds of thousands of impressions. Combined with the impact of the influencer marketing program, Salam Forever has experienced a 450% increase in Instagram followers. This approach has demonstrated how market share is driven by the popularity that is grounded in trust that comes from familiarity with the brand.
Social proof. Sending personalized packages of product to influencers who post videos of their unboxings has dramatically increased Salam Forever followers and consequently sales. An increase in popularity-based market share leads to an increase in sales as scientifically researched and documented by Byron Sharp in How Brands Grow.
According to Sharp, there is a double jeopardy law in marketing that finds that when brands increase their market share, their buyer base enlarges. Buyers are less loyal to brands with less market share and more loyal to brands with more market share. This positive effect of increasing popularity-based market share on sales has contributed significantly to Salam Forever's marketing success.
Anchoring and Framing. In addition to increasing market share for Salam Forever which has resulted in an increase in customers, Positive Brand has effectively increased the amount each customer spends. This has been accomplished through the anchoring of prices.
On Salam Forever's e-commerce website, SalamForever.com, product prices are anchored at $8 per greeting card. However, listed with that price is a further list of price options. The full price list includes the option to buy a set of 5 cards for $7 each or 10 cards for only $6 each and a third option for Stationery Sets of 20 cards for only $5 each.
Anchoring the price of the card at the highest price ($8) and then Framing cards as "sets" (sets of 5, 10, and 20) instead of focusing on the total quantity (1 set instead of 5 cards) encourages purchases of sets of cards. This has dramatically increased the average amount of a purchase order.
Cognitive Load and the Paradox of Choice. Another technique that Positive Brand has applied to the shopping experience for Salam Forever customers has helped customers take advantage of volume discounts by offering them pre-selected Collections. Because the cards are pre-selected for them, customers can take advantage of the discounts that come from ordering a set of 5 or 10 cards while spending much less time and energy selecting individual cards.
Like with Anchoring, the effect of reducing choices and simplifying the purchase options for customers have resulted in an increase in the average purchase order.
Scarcity. Salam Forever's best-selling card recently ran low in supply during a peak buying period. This decrease in product availability of one product was used to increase purchases of a wide range of Salam Forever's products in their e-commerce store. By advertising four products that were currently in short supply, Salam Forever customers responded by hoarding—buying much larger quantities of product than normal and from product categories that were not implicated in the advertising regarding items in short supply. This sales promotion resulted in the largest sales spike in Salam Forever's history.
Power of Free. Another behavioral marketing principle is the impact that multiple engagements have on brand growth. As documented by Zaius (Marketing Profs), "if you manage to drive a second purchase, your customer is more than twice as likely to buy a third time, and even more likely to buy a fourth time."
For Salam Forever, this strategy is implemented with an incentive for the customer's first purchase that includes a path that leads to the second purchase. That meant giving a free greeting card (first purchase) to customers that would subscribe to receive Salam Forever's promotional emails (incentives for second, third and fourth purchases).
Giving a free product (a greeting card) to new subscribers has increased the average order amount for customers that redeem the free coupon. It has also dramatically increased the number of return visits to the online store.
Salam Forever also offers free shipping on all domestic orders. Positive Brand's next "free" experiment will be to offer "free tracking" on all orders over $40. The average Salam Forever order amount is $35 so the expected result of the upcoming experiment is to see more customers placing above average orders. The net effect should be yet another total increase in Salam Forever's average order amount.
Positive Brand has been Salam Forever's agency of record since the company first launched in 2019. Working with Salam Forever's owner and president, Hedieh Yousefi, Positive Brand helped to create the company name, develop and design the brand strategy and company identity, create and produce the e-commerce store, develop products, email marketing campaigns, social media posts, advertising, event marketing, and influencer marketing programs.
ABOUT SALAM FOREVER. Salam Forever offers unique greeting cards and gifts with a Persian flair featuring exclusive designs by talented artists from around the world. The company has created a distinct line of products designed to appeal to a broad audience of multi-generational immigrants in the United States. Salam Forever gives customers the opportunity to share images of cultural significance and meaning with colleagues, friends, and family. The designs they use have both broad appeal as well as specific cultural identifiers that make them ideal for inspiring anyone with their distinctive aesthetic approach. As a small, woman-owned, New York-based business, Salam Forever represents a diverse community of artists, writers, and creative professionals with the talent to take their personal joy and give it a distinct expression.
You can learn more about Salam Forever at salamforever.com.
ABOUT POSITIVE BRAND. Positive Brand is a creativity and marketing services company that produces strategically branded messages for companies from the Fortune 500 to fledgling startups. The company takes a scientific approach to marketing based on years of continually studying human behavior and its impact on marketing effectiveness. Positive Brand was launched in 2004 to deliver fully integrated (creative, strategy, execution, omni-channel) marketing services to clients of all sizes. The company is based in Brooklyn, New York but serves clients in New York City, Miamisburg, Orlando, Denver, Dallas, Las Vegas, and Los Angeles. You can learn more about Positive Brand at positivebrand.com.
If you would like more information about this topic, please contact Mike Heronime at
Michael Heronime, Positive Brand, +1 9294418178, [email protected]
SOURCE Positive Brand