A Messaging Strategy To Reach 3 Consumer States

Family grocery shopping
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 riskless – all 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.

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For example, if I were to consider Raid Max. Efficacy – the ability to kill bug – is 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 consumer’s 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 doesn’t 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.




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