Is the best way to grow sales to convert existing category users to your brand, or is it to move non-category users into the category?

Just switching people between brands is difficult enough, but bringing in category rejectors – that is a massive task. Remember: we talk about the importance of reaching and increasing penetration among all category non-rejectors. Most non-rejectors would be (and are best thought of as being) extremely light category buyers – they don’t buy this year; they just don’t have a category need. So, trying to reach people to “endow them” with a category need seems a big stretch that is beyond the abilities of marketing and activations; that is, outside of a marketer’s control.

In any case, we recommend that all messaging should speak to all light buyers which would include non-buyers and all category non-rejectors too.

We are currently doing some R&D on category growth – so stay tuned!

C.N.
16 Nov 2016