Niche Market Targeting

Why ‘Household Penetration’ Might Be Lying to You: In the world of CPG, "Household Penetration" is often the North Star. If your brand is in 35% of homes, you assume you have 65% headroom to grow. But what if that logic is fundamentally flawed? When I took over as CEO of Unilever Philippines, our food business—led by Benjie Yap, uncovered an insight that didn't just change our marketing; it rewrote the global blueprint for how we measure success in some categories. Our data showed Knorr Sinigang (tamarind flavored cubes) had a household penetration of 35%. Traditionally, that suggests massive, untapped potential. However, when we looked at the kitchen diaries of thousands of Filipino families, we realized something startling: Knorr Sinigang had already penetrated 90% of all tamarind soup dishes cooked in the country. In other words, we weren't in 35% of homes—we were in 90% of the relevant moments. If we had continued to push for broad household growth, we would have been shouting at people who didn't cook the dish, wasting millions in "spray and pray" advertising. We pivoted our entire strategy from "who buys" to "what is being cooked." This led us to a new metric: Dish Penetration. By mapping the "unrealized potential" of specific dishes, the "geometry" of our market changed. Instead of broad national campaigns, we shifted to localized micro-marketing. We identified the regions where these specific dishes were staples, used local dialects and influencers, and tailored our promotions to the "pot," not just the "person." Over three years, we increased Chicken Cube dish penetration from 50% to 72%. This insight triggered years of double-digit growth for Knorr and became a global standard for Unilever. Lessons for Every Strategy Leader: 1. Be Sceptical of "Painted Facades": Annual reports and broad metrics often hide the "beams and pillars" of the business. Go into the "kitchens" (or the factories, or the stores) to see the reality. 2. Find the Relevant Moment: Growth isn't always about finding new customers; often, it’s about increasing your share of the moments your current customers already have. In my soon to be launched book “A CEO’s BREW”, I share stories, principles and learnings from across different markets.

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

How many times have you logged on to Linkedin and found yet another email that starts with: "Hey [First Name]," followed by a generic pitch that does not concern your interests or needs. Sound familiar? We've all been there. And it's frustrating. As a fractional CMO/Consultant, I've seen this happen repeatedly. Businesses think they're doing personalization right but need to do better. It's not enough to use someone's name or company. 👉🏾 True personalization is about understanding their challenges, goals, and needs. For example, on LinkedIn, scroll through their feed and see what they post, talk about, like, and comment on. This helps as a starting ground on how to approach them and what to discuss. So, instead of sending a LinkedIn message that says: "I'd love to connect and learn more about your business," try something like: "I noticed you're working on [specific project]. I have some ideas on how you could [achieve a specific goal]. Would you be open to a quick chat?" See the difference? It's not just about being personal; it's about being relevant. And when you're relevant, you're not annoying — you're helpful. 👉🏾 So, think about this the next time you craft a personalized outreach campaign. →"Would I find this message valuable? →Does it address my specific needs and interests?" If the answer is no, it's time to return to the drawing board. 👉🏾 Also, tools like Crystal Knows help you fine-tune your message and tone when reaching out to maximize the impact of every conversation. Let's aim for genuinely helpful messages, not just another annoyance in their inbox. What do you think about personalized outreach? #b2bmarketing #demandgeneration #leadgeneration #ABM

Personalization isn't about sending more emails with someone's name in the subject line. It's about understanding the secret language of your buyer's motivations. What if the most effective personalization tactic was to speak to the buyer's biggest fear, rather than their biggest desire? 🤔 Reflect on this: 1️⃣ What are the unspoken concerns that keep your buyers up at night? 2️⃣ How can you use personalization to address these concerns, rather than just trying to appeal to their aspirations? 💡 Tips for marketers: 👉 Use data to uncover hidden patterns: Analyze buyer interactions, preferences, and behaviors to identify subtle patterns, revealing their motivations, pain points, and interests, enabling targeted and personalized communication. 👉 Craft messages that speak to pain points: Tailor messages to address specific fears, concerns, and needs of each individual, demonstrating empathy and understanding, and fostering trust and connection. 👉 Measure success by conversation depth : Evaluate effectiveness by the quality and depth of conversations sparked, rather than just surface-level metrics like open rates, to gauge true engagement and relationship-building. The goal of personalization isn't to manipulate, but to connect. To show up in the buyer's world with empathy and insight. To speak their secret language. What's that one thing you could change in your personalisation strategy today to start speaking your buyer's secret language? #b2bmarketing #saas #abm #contentmarketingstrategy #thoughtleadership #thethoughtleaderway

Personalization in ads without GenAI is a myth. For years, marketers have tried to deliver “the right message to the right person at the right time.” But without GenAI, personalization has always been surface-level: limited to targeting segments, not tailoring content. In a recent Meta case study we partnered on (soon to be published), we tested persona-based text generation inside Advantage+ creative. The AI automatically produced unique copy variations for distinct customer archetypes, like a gift-giver versus a trend-seeker, ensuring each group saw messaging designed for them. The impact was clear: ↘️ Lower cost-per-action ↗️ Higher click-through rates 🙌 Audiences that actually felt understood The reality is, you can’t personalize at scale with human effort alone. GenAI is what turns personalization from aspiration into reality - transforming creative into something dynamic, resonant, and profitable.

Most entrepreneurs chase the top 5 million consumers. But what if the real gold lies in 115 million households nobody's talking about it.  India's consumer landscape tells a powerful story:  5 million households with premium durables (cars, ACs, laptops) versus  115 million with basic essentials (two-wheelers, TVs, fridges). This NCCS data exposes more than numbers; it reveals untapped potential in serving aspiring households ready for their next lifestyle upgrade. Here's how this data should shape your market approach: → Target the underserved: While competitors fight for 5M premium households, there's untapped potential in 115M households planning their next upgrade. Study their buying patterns and understand their aspirations. → Build upgrade bridges: Create products that bridge basic and premium segments. Each step up-from two-wheeler to car, TV to smart TV is a market opportunity. Design clear upgrade paths. → Expand beyond metros: Premium buyers cluster in metros, but the real scale lies in Tier 2–3 cities. Build distribution that reaches aspiring households where they are. Price products for their transition journey. → Speak their language: Skip the premium pitch. Focus on practical value. Your message should connect with their immediate needs while acknowledging their growth ambitions. Success in India's market isn't about numbers alone. It's about enabling 115 million households on their upgrade journey. Winners will be brands that bridge the gap between aspirations and affordability. How are you bridging this market gap?

The most interesting shift in advertising right now is the shift from “Here’s an ad” to “Here’s help”, thanks to agentic AI. Microsoft Advertising’s latest updates shared by CVP Kya Sainsbury-Carter point to a future where ads behave more like helpful nudges than interruptions. Think: - A travel ad going beyond showing you a beach to booking your flight. - A B2B campaign going beyond pitching a product to answering your procurement questions. - A retail banner going beyond promoting a sale to remembering your size, your style, and your last return. Microsoft’s pivot away from traditional DSPs signals a belief that the next era of advertising will be built with AI agents that act, adapt, and assist. Forget about being “personalized.” That's so yesterday. Now, it’s about being useful in the moment. Conversational. Context-aware. Capable of doing something, not just saying something. That’s a big leap. And it’s going to change how we brief, how we measure, and how we build. If you’re in marketing or media, here’s one small way to start preparing: - Pick one of your current campaigns. - Now reframe the creative brief from a message to deliver to a task to help someone complete. - What changes? Make note. This can become a reality. If you want to go deeper, read Kya's post here: https://lnkd.in/dveqDneU and follow leaders actually building this such as Paul Longo, Tim Frank, and Pedro Bojikian. #hicm #AI #AIinAdvertising #AgenticAI

Niche audiences aren’t small; they’re specific, and specificity sells. Chasing broad audiences in digital publishing? You might as well shout into a crowded room. While generic content attracts clicks, it rarely builds loyalty or revenue. Niche audiences, however, like urban gardeners, retro gaming enthusiasts, or indie filmmakers, crave tailored expertise. By focusing on specificity, you turn casual readers into invested communities ready to engage, subscribe, and pay. A food blog targeting gluten-free vegan bakers might have a smaller audience than a general recipe site, but its readers are 3x more likely to buy recommended products. Why? ↳Distinct needs: They seek solutions that generic content can’t provide (e.g., “How to make vegan croissants without gluten”). ↳Trust: Specialised content positions you as the go-to expert (e.g., a newsletter for indie filmmakers reviewing budget 4K cameras). ↳Monetisation leverage: Advertisers and sponsors pay premiums to reach hyper-engaged audiences. Monetising Specificity: Real-world tactics ✅ Subscription models: An example is a newsletter for urban gardeners offering seasonal planting guides and exclusive seed discounts, which saw a 200% YoY subscriber increase. ✅ Affiliate marketing: Partner with brands your niche already loves (e.g., eco-friendly potting soil for organic gardeners). ✅ Sponsored content: A podcast for remote workers secured sponsorships from ergonomic chair brands and local coffee roasters. How to build a Niche-first strategy 1. Identify the niche: Uncover gaps using surveys or social listening tools. For example, a travel publisher discovered demand for “solo female travel in Southeast Asia” via Reddit forums. 2. Develop specialised content: Solve one problem exceptionally. For example, a YouTube channel for indie filmmakers creates budget lighting tutorials with under-$100 gear. 3. Engage the community: Host live Q&As or members-only forums. For example, a sustainability blog built a 5,000-member Discord group for sharing zero-waste hacks. 4. Test monetisation channels: Offer a paid webinar or niche affiliate guide before launching subscriptions. Here are the key takeaways for publishers 💡 Specialised content builds loyalty: Readers return because they can’t find your depth elsewhere. 💡 Diversified revenue follows engagement: Micro-audiences support subscriptions, affiliates, and ads. 💡 Competitive edge: Generic publishers can’t replicate your authority in a focused niche. Specificity isn’t a limitation; it’s your monetisation superpower. Is your content strategy niche-focused? Share your wins (or lessons learned) below. #DigitalPublishing #NicheMarketing #AudienceEngagement #ContentStrategy #Monetisation 

We couldn't find coffee we loved in India. So we invented an entire category instead That's Sleepy Owl Coffee's origin story in a nutshell. Most founders study successful GTM strategies and try to copy them. The exceptional ones? They throw the playbook out entirely. Sleepy Owl's strategy in 2016: • Launched cold brew when literally zero Indians were asking for it • Priced premium (₹550 for 1.5L) in a cost-conscious market   • Picked the hardest category to educate consumers about • Went deep in Delhi instead of spreading wide across India Real competitive advantages aren't built by playing the same game better. They're built by changing the rules completely. Instead of competing with Nescafe on convenience, they created "convenient specialty coffee." When their 1.5L cold brew boxes couldn't ship beyond Delhi (too heavy, 1-month shelf life), they invented cold brew bags that work like tea bags. They turned every constraint into innovation. The results after 7 years: • 60% repeat purchase rate (industry average: 15-30%) • 250,000+ customers served through D2C alone • 7,500+ retail stores across 15+ cities • Category leadership they literally created from scratch Traditional GTM strategies fail because they chase existing demand. The ones that build lasting businesses? They create demand that never existed before. Three strategic lessons from their playbook: 1. Niche first, scale later - Master one city before attempting national expansion 2. Let constraints drive innovation - Their shipping limitations led to their biggest product breakthrough   3. Content over campaigns - They avoided celebrity endorsements and built trust through education instead Sometimes the biggest opportunities are hiding where nobody's looking. Ajai Thandi Arman Sood Ashwajeet Singh would love to hear your perspectives too!

Here's how I got my client to listen to her community instead of just her business My client, an owner of a local coffee shop, was puzzled. Despite active social posts, her coffee shop stayed quiet. She was shouting into the digital void. One day, she overheard customers: "I wish there was a quiet place to work with good Wi-Fi and late hours."  Lightbulb moment! She shared with me over the discovery call that she'd forgotten to listen to her community. I changed her approach. 1. Tuned In: Followed local hashtags, joined community groups. 2. Read Between Lines: Noticed discussions about study spaces and late-night coffee needs. 3. Adapted: Extended hours, upgraded Wi-Fi, created quiet zones. 4. Engaged: Joined conversations, shared tips beyond just promotions. 5. Measured: Tracked mentions and sentiments. Result? Her shop became the go-to spot. Revenue doubled, engagement soared – all from posting smarter, not more. Most businesses focus on sales rather than social listening, so here's why social listening matters to all brands: 1. Uncover needs 2. Improve offerings 3. Manage crises 4. Gain competitive edge 5. Build authentic connections For those of you who are missing that vibe in your business, I would like to set a challenge: 1. Observe your niche for a week without self-promotion. 2. Find three surprising audience insights. 3. Plan strategy adjustments based on these. Share your biggest revelation! How will you transform your approach? #SocialListening #DigitalMarketing #BrandStory