I wanted to share this one marketing technique that gave this clothing brand a 150% increase in sales and continual growth for over 2 years.
In 2013, Patagonia, an American brand of outdoor clothing, launched a marketing campaign pleaing its customers NOT to buy their clothes.
The campaign was ingenious. Patagonia ran an ad imploring “Don’t Buy This Jacket,” while asking customers to sign a pledge to “wrest the full life out of every Patagonia product by buying used when I can.”
The result: They killed two birds with one stone.
They branded themselves as an environmentally friendly and sustainable company
Their sales quadrupled and their customer loyalty increased manifold
What made Patagonia’s campaign so powerful is that they used the effectiveness of reverse psychology while creating better awareness of their messaging. As much as Patagonia is all about getting out their sustainability message, they clearly did this with the purpose of increasing their sales. Remember that the more profit, the more people you can afford to reach & get your message across to. You need a combination of both & Patagonia nailed that.
What is your brand’s message and how can you use the power of reverse psychology to fuel your sales?
