New categories and New Brands hinge on acceptability rather than penetration or increased levels of consumption/usage. Springboardd works in the sphere of Category Management led Retail Advertising (CMR), where we build brand franchise at Retail, both e-commerce and offline retail. CMR campaigns work in a three layered format. The net benefit is to immediately take the brand into consideration set while developing ‘a positive brand attitude.
Category Management led Retail advertising engages retailer and builds relationships to bridge expectation of the retailer from brand, because the programme promotes him simultaneously
Springboardd CMR campaigns drive traffic and generate trials
Know how we implemented CMR for a new Tea entrant which made it into one of the largest premium tea brand in the country
Retail acceptance remains the biggest challenge for new brands. Brands are realizing that the days of ‘free’ brand space are slowly ending
Category Management led Retail Advertising
Springboardd process of Category Management led Retail Advertising (CMR), builds retail beyond a promotional tool in the ‘traditional communication mix’, towards a ‘media’ to build perceptions, lead to its acceptance and at least take the first 2 steps prior to desire creation ie: Awareness and Interest
Brand Advantages
The media follows availability. Brands no longer wait for availability for launch • Reach tags the catchment area of the retail • CMR campaigns are focused on ‘early adopters’ • A month long campaign would have a similar numerical effect of multiple insertions in traditional media
Springboardd CMR work towards building the outlet image alongside the brand, and generate Awareness and Interest in the Category at the Retail Outlet
Know how we deployed the CMR Campaign to help build retail relationship for a new Wellness Tea brand which went on to become a well-established brand
Why Springboardd CMR is important? As new brands progress during their life cycle, their initial retail coverage is low, and hence any mass media has a high ‘distribution mismatch’ with availability