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Question

We have taken a strategic shift to aligning all our marketing activity to be based on consumption occasions.

We are trying to identify the core occasions our brand should target and how best to deliver against these occasions.

Below are the issues we currently have:
1) What are the occasions that consumers consume our brand (E.g. when are they having it, whom they’re having it with and how they’re having it)? Are those the key occasions we would like to target? What is the priority?
2) What are the needs from consumers that haven’t been met by us/ current market dynamic for those identified occasions?
3) What is the core value of our brand? Are we able to link our brand promise to each of those unearthed key consumption occasions?
4) How do we trigger consumer mentality to buy our brand for those key occasions?
5) How do we design a holistic marketing mix that connects our brand promise with those needs?

We believe that this will help us set a better tailored strategy to consumer usage occasion, and we will see increase in awareness, affinity and purchase intent along with accelerated sales growth.

Any thoughts?

Marketing Strategy

Answer

Richard Tiland answered

Video is a great start to aligning all marketing efforts. Utilizing channel based marketing with proper video placement does two things for your brand: #1 it's evergreen content and lives on channels that matter (social, website, newsletters) #2 it's entertaining and provides value instantly. If you need help understanding the best ways to use video in these channels - happy to schedule a quick call to get started and see how I can help. Best of luck!