Consumer Product Guerrilla Marketing
Situation
A small division of one of the largest food companies
in the world had developed a line of premium fresh juices
that had strong appeal, but only to very select audience
segments. Problem
In addition to budget constraints, since the premium,
high priced product only appealed to certain specific
customer segments, traditional mass media would be too
costly and very inefficient - hitting more non-potential
users than users. Solution
We created a highly targeted grass roots / guerrilla marketing
program to target the two highest volume segments. This
comprised building and training a knowledgeable, energetic
and dedicated team of marketing representatives. We then
designed a variety of low cost displays that could be
used by one person or a team, along with a "Juice
Party" concept (including tee shirts, give aways
and of course juice sampling). The "Juice Parties"
were deployed to where the core segments were located,
including upscale area supermarkets, health food stores,
club stores, college campuses, etc.Benefits
Attained sales growth of 77% at a very low cost per customer
acquisition. All promotional dollars were spent effectively.
Not only were new customers captured, new products were
sold to existing customers, thus increasing loyalty. Loyal
customers were turned into product evangelists as they
learned more about the products and wore branded tee shirts
in front of other high potential customers.
For additional information, contact Steve Stallman, 818-772-1963,
steve@BrandingForProfits.com
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