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Broadcast vs. Narrowcast Availability
Driving product availability at targeted points of sale is a critical factor in gaining consumer trial, growing impulse sales and strengthening market presence.
- Coca-Cola established the premise of trying to make sure products are "within arm's reach of desire".
- But making products broadly available in the point-of-sale universe involves heavy costs in distribution, merchandising equipment and trade programs.
- Very few brands justify the sort of broadcast availability pursued for Coke and other carbonated soft drinks.
- The business case for availability has to be built on the basis of when and where there are consumer targets who need and want the products.
- Most brands should pursue narrowcast availability to:
- Target specific sets of consumers
- Track how these consumers go through the day and the week
- Understand where to connect with consumers at existing and potential points sale.
- Auctive specializes in developing narrowcast availability strategies.