Before you can influence consumers, you have to reach them. So the key to driving new sales growth is talking to as many people as possible. Long-term growth isn’t stimulated by any one segment or category of customers. It comes from spreading the brand message to as many buyers it can – all buyers – and creating meaningful mental and physical availability.
It’s easy for a brand to pigeonhole marketing priorities. Take heavy buyers as an example. Even if heavy buyers account for 50% of a brand’s total consumer base, how much of their total advertising effort should a brand commit to targeting this one group of consumers, no matter how lucrative or influential?
Deeper penetration, increased distribution and stronger ROI (the distinguishing characteristics of sales growth) are the result of balanced appeals made across a range of customer types. Just because a consumer is a heavy buyer today doesn’t guarantee they’ll be one tomorrow. Equally, light buyers and non-buyers don’t need to stay that way forever.
Advertising that drives new sales growth is advertising that reaches out to as many people as possible – not advertising that hyper-focuses and doubles-down on one group in particular.
Brands that make an effort to reach and influence buyers across the total consumer base with their messaging are brands destined for sustainable growth. Because all buyers matter.