Retail acceptance remains the biggest challenge for new brands. Brands are realizing that the days of ‘free’ brand space are slowly ending

Category Management led Retail Advertising

Springboardd process of Category Management led Retail Advertising (CMR), builds retail beyond a promotional tool in the ‘traditional communication mix’, towards a ‘media’ to build perceptions, lead to its acceptance and at least take the first 2 steps prior to desire creation ie: Awareness and Interest

Brand Advantages

The media follows availability. Brands no longer wait for availability for launch • Reach tags the catchment area of the retail • CMR campaigns are focussed on ‘early adopters’ • A month long campaign would have a similar numerical effect of multiple insertions in traditional media

Springboardd CMR work towards building the outlet image alongside the brand, and generate Awareness and Interest in the Category at the Retail Outlet

Know how we deployed the CMR Campaign to help build retail relationship for a new Wellness Tea brand which went on to become a well-established brand

Why Springboardd CMR is important? As new brands progress during their life cycle, their initial retail coverage is low, and hence any mass media has a high ‘distribution mismatch’ with availability