Most Recruiting Strategies Are Only Half Right

In my years working in consumer and shopper marketing, I was lucky enough to help some of the world’s biggest brands develop their “Switcher Strategy,” which involves getting a customer to switch from one brand to another. Like going from Gain to Tide. But there’s another part of the consumer marketing equation that’s also important — the “Upgrade Strategy.” This entails getting someone to buy not just Tide detergent, but also Tide Pods, Tide Bleach, Tide Fabric Spray. You know…all the Tide! It was fun to help brands figure out new and interesting ways to attract and grow relationships with customers.