Brand Equity of Niche Brands Grows Rapidly Online, BigVoice Trend Update Shows
NEW BRANDS EMBRACE NEW METHODS TO MARKET OTC SLEEP AIDS
New York, NY, May 11, 2012 - BigVoice monitors trends across various OTC categories to provide smart marketing solutions for niche brands. An analysis of the sleep aid category from late 2011 to May 2012 captured a snapshot of the rapid development of a niche category within the sleep aid category.
As recently as 2010, the sleep aid category was dominated by large OTC brands from well-known corporations such as Johnson & Johnson and GlaxoSmithKline. In recent years, the sleep aid category has mirrored many other OTC categories that have seen growth coming from users searching for more natural alternatives to traditional OTC products. What is remarkable about the recent proliferation of naturally positioned sleep aid brands is that they‘ve embraced a variety of new and traditional marketing methods to cost effectively launch their products, build brand equity, and accelerate growth.
Alteril™, Dream Water®, reBloom®, and Sleep Sheets™ are great examples of smart, nimble brands taking advantage of a window of opportunity to potentially level the marketing playing field. They have entered the market and developed a significant digital presence with unprecedented speed. These products are using various combinations of web-only product launches, new product forms, brilliant implementation of SEO, and consumer-engaging inbound marketing tools to create and leverage brand awareness and build brand equity prior to moving to traditional retail outlets.
Every marketer knows there are many potential pitfalls along the path from new product development to successfully establishing a brand following the launch. These new brands have rapidly earned a position in the digital environment. Some have already expanded distribution to traditional retail shelves. Others may or may not follow. They are all a long way from long-term success, however, they are certainly waking up the dynamics of a formally sleepy category.
Stay tuned for future BigVoice trend updates on how niche brands are using more efficient methods to deliver brand message and build brand equity.
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