Navigate your brand through a recession and drive success with consumer-led strategic direction. Watch our video series where Catherine Gibson, Head of Landscaping and Segmentation, and Rachel Thompson, GfK Product Director, discuss the hot topics impacting growth in the T&D market.
For deeper insights, read the white paper where we clarify consumer-centric, evidence-based brand marketing that harmonizes both your short- and long-term growth ambitions.
Consumer-led strategy: the key to short and long-term growth
Key takeaways:
- Align targeted activation and brand-building insights to deliver a comprehensive approach to growth.
- There is a shift in market thinking from a short- to longer-term perspective.
- Long-term effects in T&D categories offer significant opportunities.
- Redesign market research for a consumer-led strategy.
Uncover new pockets of demand for sustainable growth
Key takeaways:
- Create a Growth Landscape where it’s effortless to identify opportunities, prioritize targets, and focus on low-hanging fruit.
- Recognizing and adapting to consumer changes in a post-crisis context is crucial.
- View your consumer as the North Star for guiding growth strategies.
- Embrace consumer complexity and different drivers of demand to map portfolio and positioning.
Strengthen your brand and increase reach
Key takeaways:
- Find similarities that unite segments for long-term market impact and increased reach.
- Investing in brand-building campaigns during a recession has proven to have a significant long-term impact.
- Building a brand aligned with consumer values and preferences reduces price sensitivity.
- Adopt a universal positioning during a recession for a broad appeal that maximizes sales.
Optimize your products and positioning to inspire innovation
Key takeaways:
- Designing products that address functional and emotional needs requires a framework that separates and prioritizes opportunities.
- Great brands are built upon great products – combining product excellence with brand-building efforts is essential to success.
- Highlight product benefits over features for more impactful conversations with consumers.
- Marketers need to immerse themselves in the usage context of consumers to innovate in line with their needs.
