Communicate to customers who are already shopping in the category, and who have a propensity to buy into it based on past shopping behaviour to inform and educate about your brand and product
There are two main ways in which you can do this:
Increase Product Penetration
Increase product penetration through retaining your existing customers or getting new customers to trial your product
Grow your brand by launching a new product to the right customers at the right time using the right mix of media
The two strategies require different approaches to ensure relevance to the customer. A new brand entering the category will need to communicate both brand and product benefits to a relevant set of new customers. Alternatively, customers will need to understand the benefits to them, as to why they should buy into an existing product in the market that they have chosen currently not to buy. We can help to identify these customers, and recommend the best integrated media solution to communicate to them in the most suitable way to help their consideration process. In both cases, we always start with customer data to understand who the customer is, and what is most relevant to them before deciding on the right approach with you.