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...