Warc Briefing: Driving Trial

This briefing offers an overview of the history, theories and key trends related to Driving Trial. It outlines the development of classic theories of consumer purchasing based on a progression through awareness, interest, evaluation, trial and adoption to more nuanced approaches employing thinking on the need states and unconscious motivation of shoppers.

Warc Briefing: Driving Trial

Definition: The process of attracting new users to a brand, whether through changes to the brand itself, or communications strategies.

History and future outlook

Driving trial with the aim of acquiring users is a principal objective of all brands. Since the earliest days of marketing, distinctive, even outrageous, claims have been made by brand-owners to attract people's attention and generate awareness.

Huge resources and budgets have been allocated to 'acquisition' strategies, often to the detriment of brand efforts to retain loyal customers. Sophisticated media planning strategies have been developed, to target those audiences deemed...

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