The problem
A mid-size company wanted to quickly increase visibility and call-to-action response for a consumer product with high niche position. Traditional communication tactics had worked marginally.
A mid-size company wanted to quickly increase visibility and call-to-action response for a consumer product with high niche position. Traditional communication tactics had worked marginally.
The solution
We identified a professional segment likely to have demand for the product and to represent ‘opinion leaders’ among users.
We identified a professional segment likely to have demand for the product and to represent ‘opinion leaders’ among users.
We then contacted credit unions that provide services to those professionals and developed a program by which all union member ATM transactions would bear advertising on the back of the receipt. The advertising was aimed at creating awareness on the key features of the new product, and referred the consumer to a website, created specifically to educate the consumer, for entry into a sweepstake.
The results: The program resulted in an immediate increase in consumer demand for the subject product at the dealer, increase in quick purchase of the product through a follow up incentive program (mailed to those who signed up for the sweepstake) and the creation of a database of professionals to whom the brand could later market.
In a Nutshell:
- How do you quickly and efficiently inform a niche consumer base about the benefits of your product or service?
- Talk to them in a unique, unexpected way, through unique, unexpected channels and develop a program that allows to follow their decision-making process and encourage call-to-action.
- Capture demand at the back end, and help your distribution channels benefit from the increased demand.
Success Stories - The Awareness Shift
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