Future demand
DefinitionBrand Strategy
Future demand
The 85-95% of a category's buyers who are not in market today but will be at some point - the audience brand building exists to pre-sell. Marketers have two jobs: harvest the small in-market group now, and create future demand among everyone else so tomorrow's harvesting comes cheaper.
Evidence from the library
Harvest the 5-15% in market today and create future demand among the other 85-95%PrincipleIn every market studied, most potential buyers are not in-market yet - future demand outnumbers current demand.StatBuilding future demand takes creativity, emotion and broad reach, while converting current demand takes rational information, tight targeting and a clear CTA - the opposite skill set.PrincipleSmall brands can build future demand without big budgets, through emotional creative that reaches beyond their current customer base.PrincipleBrand marketing's commercial contribution is creating future demand - making people who are not yet buying familiar with and positive toward a brand before they enter the market.Principle
Source
Marketing Definitions
James Hurman, Future Demand (2022)
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DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket share