Consider this:
The typical supermarket in the U.S. carries well over 40,000 distinct products - more products than anyone would be able to consume in several lifetimes. Yet, less than 15% of new products succeed beyond the first 24 months.
What makes these products more special than the 85% that fail? What makes them stand out within the ocean of other products on retail shelves?
Time and again the common factor reveals itself in our exploratory conversations with prospective client-partners: Investment in effective Marketing Communications is essential yet often underestimated or completely overlooked by international brands entering this highly competitive retail environment.
And with an average spend of $170 per store visit per week at stake, a serious commitment is required to fully understanding the market dynamics and cultural nuances that will inspire American buyers to welcome new goods and services into their homes and their Lives.
More often than not, the result is that companies that only consider the upside of launching in the vital U.S. market are left vulnerable and exposed. A consumer-centric engagement strategy with proper investment is also required to ensure longterm success and Brand Permanence.
The Northern Cross can help you win in the aisle by winning over people's hearts and minds.
Our modular approach to accessing the U.S. marketplace is tailored to each of our client-partner's objectives and needs. To maximize the prospect of timely development and notable results, we follow a 5-Step methodical process to:
Immersion and Business Intelligence
Collaborate with Client-partner on deeply understanding their Business, Brands and Aspirations
Investigation and Analysis
Delve into Consumer/Culture, Category/Competitive Environment and Complications/Barriers to Success to uncover Truths, Opportunities and Gaps and determine necessary Resources
Culture-driven Communication, Go-To-Market and Media Strategies
Create integrated omnichannel plan that will differentiate the Brand, create demand at Retail and drive Sales to ensure Brand Permanence
Production and Content/Asset Development
Bring Consumer-facing Creative Expression to Life through Best-In-Class Production
