Different messages should be directed at existing consumers as well as ex-consumers and not-year-consumers
In part one of this series I explained the three consumer states: current consumers, not-yet-consumers and ex-consumers. I further explained that there are nine marketing strategies involved in reaching these three types of consumers. But you may be wondering how this can be applied with a real-word example, which is the purpose of this article.
First of all, assume that all media will have a share of current, ex and not-yet consumers in the mix. So you are not so much creating a campaign as testing messages to see their effect to incorporate them in the media mix later.
Ultimately the messaging strategy is risklessall of the messages directed toward ex-consumers and not-yet-consumers serve to reinforce current consumers as they give those consumers reasons to try and/or return to the brand.
For example, if I were to consider Raid Max. Efficacythe ability to kill bugis undoubtedly the main reason anyone buys Raid Max. However, it could be that some consumers abandon the brand because they think it is not green. Creating a message that tells these consumers that it's green because the company uses special formulas to achieve the same efficacy without sacrificing the environment, might draw some back in and will surely reinforce the consumers perception that they made the right choice. In the same vein, perhaps some consumers think that, because Raid Max is so effective, it must be expensive. Creating a commercial that says Raid Max doesnt cost any more than the competitors, but it is much more effective again might draw some new consumers into the product and reinforces the perception among current users that they made the right decision.
About the author
Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S. A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting, Iffective.Website