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Creative Messaging
Reposition your product to new markets and increase purchases.
The Client
Consumer packaged goods – health care industry
The Challenge
Our client wanted to reposition its fiber supplement product to a new and larger market. This shift would focus on cholesterol reduction in support of a healthier lifestyle. This market needed to be identified and educated on the fiber supplement. The client wanted to design and conduct a nationally-scalable direct mail sample distribution test to:
- promote trial of the fiber supplement among consumers who suffer from constipation and high cholesterol.
- promote the purchase of the product by the target audience.
- promote consumer education about the benefits of daily fiber.
The Breakthrough
SIGMA created a direct mail sample program that:
- Encouraged trial, purchase and education
- Distributed two sample packages of fiber supplement sugar-free powder to encourage trial.
- Distributed one coupon to encourage purchase.
- Directed consumers to the product’s website for more information/education.
- Utilized creative messaging
- Capitalized on the professional compliance messaging to give a consumer-friendly tone to the benefits of regular fiber supplement use.
- Advocated a stepped approach to the dosing regime required for effective cholesterol reduction: start with one dose per day and work up to three.
- Emphasized the dual benefit of the supplement: preventing constipation and lowering your cholesterol with one all-natural product.
The Win
The back-end analysis of the direct mail sampling test enabled us to select the creative message and corresponding lists that would deliver the highest sample trial and product purchase rates. SIGMA expected that the rollout would involve one creative message and a variety of lists.