Are you marketing via product launch or by personal milestones like a new job or even a broken refrigerator? There’s value in new products but you may grab people’s attention more when they are shopping based on a specific life event.
http://www.google.com/think/articles/build-your-engagement-engine-part-3.html
Key article takeaway:
“…are your media plans built around product milestones such as a launch, a new feature or a line extension? Or are they based on people milestones such as a new job, a recent move or the birth of a child?
Take refrigerator manufacturers, for instance. The traditional approach might be to step up their media efforts when they launch a new state-of-the-art model.
…
But what would happen if they used the same investment and anchored it to people’s lives? As a consumer, when do you think about buying a new refrigerator? For most of us, it’s when the old one breaks or when we remodel our kitchens. At all other times, chances are we are much less attentive to refrigerator ads.
At Google, we talk about winning the moments that matter. [People doing] a search for “broken refrigerator” or “kitchen remodeling.”…”