Anti-parasitic products mark between April and June the strongest sales peak, who miss this period have great chances to miss their annual targets.
That is why in March-June are concentrated the majority part of the commercial and marketing activities for this product segment.
In antithesis between December and February is a very calm period, the commercial and market presence for anti-parasitic products being almost non-existent.
As Commercial Director in Veteco, the constancy in communication for Frontline Combo brand was a permanent desideratum for me.
In this context, I wondered if we could develop a consistent commercial initiative in order to surprise our clients during December-February, a period of fully lull.
In this context in 2011 together with Guillaume Convert – Technical Manager Merial, we made a brainstorming session, occasion when resulted the innovative idea to develop a Frontline Combo project dedicated exclusively for December-February.
So we imagined a campaign with the message ” In the winter, fleas hibernate in your home! ”. The campaign was addressed to the dogs and cats owner with the preventive scope to use Frontline Combo on their pets in order to avoid the massive flea infestation from the spring.
The campaign was declined in a POSM kit (poster, flyer) displayed in cabinets, veterinary pharmacies and pet shops. Below you have the campaign visual.
In addition together with Animax – one of the most important retail players in the pet shop segment – I imagined a mechanism with a promotional offer addressed to pet owners that purchased Frontline Combo during the campaign.
The campaign was a success from two perspectives.
First, the creative executions and campaign kit fully locally developed with our advertising agency were taken over by Merial and implemented later in other countries as well.
We have thus become exporters of creativity in the Merial’s network.
Secondly, during the December-February campaign, Frontline Combo sales recorded significantly higher figures than previous years marked by no special communication in that period.
Take a look at your marketing plans and if you see communication gaps, ask yourself what initiatives, messages you can invent in order to ensure relevance, constancy, consistency and additional sales.
Think outside the box and do not hesitate to imagine projects for selling snow in the winter.
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