Thursday, November 24, 2005

Niche Marketing Doubles P&G Sales

Advertising Age reports that Procter & Gamble Co.'s brand integration campaign for Tide to Go on "The Apprentice: Martha Stewart" doubled sales of the product, according to the company.

That piece of news is fascinating. The show is a flop. The audience tuned Martha out. But clearly those of us who have stayed with the show were enought to make a dramatic impact on P&G sales.

While not conclusive, it does seem to support our notion that niche audiences can produce a strong sales performance. Mass audiences are not needed if you can get to the right niches.

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