1) Attract new consumers, not existing ones
Attracting existing consumers is easy. Attracting newer ones is harder – but it’s what the company needs to be focusing on, said Brian Smith, COO, The Coca-Cola Company, at the Barclay’s Global Consumer Staples Conference last week.
“In the past, we were less zeroed in on recruiting the consumer base for the specific brand, to be able to increase the bottom of the pyramid and bring more people into the brand,” said Smith. “And we tended to do a lot of marketing that would increase the frequency of the loyal consumer base. What we’re changing going forward is we’ll continue to have activities around the frequency, but as well, the big push is going to be to recruit more so that we can broaden the weekly drinkers that we have.”
2) Measure results
“We’ll have mechanisms to really understand exactly who is drinking on a weekly basis around so that we have very strong quantitative measures of whether we’re making progress or not in terms of increasing the consumer base,” continued Smith.
“As opposed to just sort of obsessing about the DME spend and spending it in a way that is somewhat less disciplined, more geographically based, where people were doing more about what they thought was right, but it wasn’t necessarily thought in an integrated way across the corporation… we’re going to think about it much more scientifically to figure out not only how the message should be sent so it’s effective; what the assets are that we want to use to be able to go after the consumer basis for each given brand, which will be different depending on the brand.
“So as opposed to just TV like we used to do in the past, if we go into digital, is it going to be gaming? Is it going to be music? Is it going to be sports? What kinds of assets are we going to use because ultimately what we’re trying to do is to engage the consumers as opposed to just