Morgan + Company

Helping Bruise Relief Make its Mark

Even the ability to enhance the healing process of bruised skin couldn’t protect Bruise Relief from the growing pains of a new product launch. After establishing strong distribution through CVS retail locations across multiple states, the company was ready to invest in marketing its new product. However, as is the case with most new ventures, resources were tight.

The budget constraints ruled out most traditional mass media tactics. With limited communication channel options, we knew we were going to have to rely on creative targeting. After thorough research, we discovered that households with income levels above the national average not only had the discretionary funds to accommodate the $8.00 price point, but also the requisite lifestyle and shopping habits to embrace a product like Bruise Relief. With no medicinal qualities, the inherent purchase motivation would be, quite simply, vanity. Armed with that information, we created a geo-targeted strategy to penetrate neighborhoods surrounding CVS locations within zip codes that indexed well for high-income households and further increased the audience focus by cross indexing with households of 45 or older. This group was what we referred to as the “sweet spot” age segment.

Four zip codes have average household incomes of $61,000 + (an index of 147 +) and account for 34,512 potential customers.

With an intimate understanding of whom our “sweet spot” was, what influenced their shopping behaviors, and a fine-tuned composition of geographic markets, our tactical recommendation was to employ very personal and one-to-one channels to engage the audience. Specifically, these zip codes were targeted with Bruise Relief in-store advertising at CVS retailers. In addition, door hangers with product samples were distributed to Adult 45+ households within a defined radius of high potential stores.

Zip codes 23112, 23116, 23832, & 23836 were ideal neighborhoods around the Richmond, VA market.

By being so micro in our focus, we were able to establish market penetration for a three-month flight, place samples into core neighborhoods, and benchmark individual store sales to measure effectiveness, all within the clients budget perimeters.

Read More: http://www.bruiserelief.com