Mercator

Promotions

Turning On the Light Buyer

Lighter buyers of your brand are critical to growing your business. Your most regular customers are at saturation in terms of buying your product whereas your competitors’ most regular customers are possibly not sufficiently interested in buying your brand even if it is on promotion.

The key, therefore, is to think about ‘light buyers’ - customers who you know to have some connection to your brand and who might be persuaded to buy more. Of course, promotions are one way of winning their attention temporarily but we know that that business is fickle. The most effective initiatives for winning new business will be some other tweak of the marketing mix - a new pack size, a new flavour, challenging advertising or perhaps some online initiative.
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