When you’re trying to launch a new product it has to start with talking to your potential customers. We do this before every branding project and it throws up the nuggets we need to build relevant, targeted campaigns. Here’s a couple we found on our recent dig for the launch of a new herbal drinks’ brand.
This obviously affects the communications strategy. Think of Lynx deodorants — teenage boys don’t buy Lynx, their Mums do (and they want them to be attractive to girls).
In our research, more than half our audience was female and more than a third buy for their partner. There’s nothing earth shattering here, but the ability to bring a nod and a wink into the comms demonstrates the brand gets its consumers.
55% of our target audience exercise three or more times a week and only 6% never exercise. To put that into context, 37% of British people never exercise at all.
Our consumers do the hard yards and know nothing good comes from easy. From a marketing perspective, this means we must communicate that our product enables a healthy lifestyle. That it’s here to facilitate, not deliver it.
We used this insight to develop in-depth profiles of our would-be customers and target messages around them, beginning with a brand name. That meant deciding on a name that was more appealing to the female purchaser and comms that aligned with their personality and attitudes. This all went into research too, with surprising results.
If you want to find out more of the fascinating finds from this health and well-being research, please do get in touch. We’d love to help you uncover the insights that result in a successful product launch.
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About The Foundry
The Foundry is a strategic communications agency, based in Manchester, delivering fully-integrated marketing campaigns for B2B, B2C, public sector and healthcare clients. Compliance marketing services include qualitative and quantitative research, branding and packaging design, social media campaigns, educational websites, CPD programmes, online learning tools, in-clinic training materials, posters and patient literature.
For more information, call 0161 926 8444.