Purex’s Eric Schwartz took advantage of market slack and the fact the Purex is a budget brand and turned the brand into a top shelf brand in just three years.
The advantage of being a value brand,” he says, “is that you can offer a consumer new reasons to be interested—and she assumes there’s already value associated.”
Schwartz pushed two extensions of ofthe brand into stores, created in-store advertising and changed media outlets from T.V. to social media. "Realizing that 70 percent of all purchase decisions are made in the store aisle, Schwartz worked with Zooka Creative and Energy BBDO to develop battery-driven, push-button video demonstration screens that clipped right to the store shelves."
"Schwartz broadened Purex’s direct-marketing emphasis from TV to social media. Identifying the 2,000 most influential “mommy bloggers” in the U.S., Schwartz recruited them to be “Purex Insiders,” who got freebies of Purex products to test-drive in their own washing machines. The resulting word-of-mouth among moms pushed Purex’s Facebook fan base from 10,317 to 365,333—an increase of 3,441 percent.
Thanks to these efforts, Purex is notching its third straight year of market-share gains above 5 percent. The brand is on track to do $100 million in sales, soaping the company forecast of $57 million."
Thanks to these efforts, Purex is notching its third straight year of market-share gains above 5 percent. The brand is on track to do $100 million in sales, soaping the company forecast of $57 million."
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