Market Awareness Dictates Strategy

Craig Clemens shares his perspective on how marketing strategies must evolve based on market awareness, drawing from his experience creating the probiotics category. He believes successful marketing requires understanding where your market is in its evolution and adjusting your approach accordingly.

Key Points:

• Three Stages of Market Evolution:

  • Stage 1: Clueless Market

    • People know nothing about your product category
    • Must start with something they already care about
    • Example: "Is your digestion messed up?" rather than "Try probiotics"
    • Requires educational marketing to create awareness

  • Stage 2: Curious Market

    • People have heard of the product category
    • Can use more direct product-focused messaging
    • Example: "Doctor says throw your probiotics in the trash"
    • Leverage existing awareness to position your specific solution

  • Stage 3: Saturated Market

    • Category is well-known and commoditized
    • Much harder to launch new products
    • Example: "Everyone's launching probiotics now - good luck"
    • Need unique angle or superior offering to stand out

• Marketing Evolution Example (Probiotics):

  • Started with digestive health education (2013-2014)
  • Moved to product differentiation (2018)
  • Now requires unique positioning to succeed
  • Generated over $1B in sales through this understanding

• Key Success Factors:

  • Match marketing message to market awareness level
  • Start with customer problems, not product features
  • Evolve messaging as market matures
  • Know when market is too saturated to enter