3 types of claim marketing: How do they impact the consumer?
Posted: Mon Feb 17, 2025 3:37 am
In short, any type of marketing claim can be grouped into 3 main types of benefits for the consumer , each with its own commercial objective. These are:
1. Category Controller
This first class is based on explaining the benefit of the entire product category .
At the most basic level, they detail why people need to purchase it, and because they communicate a “basic” consumer need, they don’t change much over time or vary by location.
The primary goals of category-driving product claims are to educate, reassure, or develop new classifications.
This is how companies that are doing something new explain what they offer and why people need it.
2. Category differentiation
A category differentiation marketing claim works when we are the industry leaders or we are looking to make our way into the market ; therefore, they are based on differentiating the brand from the competition.
They answer the question: “Why should you choose our brand over all others?”
This is why we seek to showcase unique and relevant benefits here.
Potential consumer concerns must also be addressed lebanon phone number list and help justify why retailers should put more of our product on their shelves.
3. Contextual statements
A contextual marketing claim goes a little beyond the “what” and the “why”, and delves into the “how”, “where” and “when” .
In this case, they are responsible for covering topics relevant to countries, distribution channels, retailers, seasons or current events specific to a certain type of buyer personas.
They often take advantage of the hype of the moment or the unique environment in which they do their digital advertising.
In this sense, they are more timely. Maybe it's cold season, or it's almost time for the Super Bowl, or the city is experiencing a heat wave.
They are usually temporary, but are based on strengths.
1. Category Controller
This first class is based on explaining the benefit of the entire product category .
At the most basic level, they detail why people need to purchase it, and because they communicate a “basic” consumer need, they don’t change much over time or vary by location.
The primary goals of category-driving product claims are to educate, reassure, or develop new classifications.
This is how companies that are doing something new explain what they offer and why people need it.
2. Category differentiation
A category differentiation marketing claim works when we are the industry leaders or we are looking to make our way into the market ; therefore, they are based on differentiating the brand from the competition.
They answer the question: “Why should you choose our brand over all others?”
This is why we seek to showcase unique and relevant benefits here.
Potential consumer concerns must also be addressed lebanon phone number list and help justify why retailers should put more of our product on their shelves.
3. Contextual statements
A contextual marketing claim goes a little beyond the “what” and the “why”, and delves into the “how”, “where” and “when” .
In this case, they are responsible for covering topics relevant to countries, distribution channels, retailers, seasons or current events specific to a certain type of buyer personas.
They often take advantage of the hype of the moment or the unique environment in which they do their digital advertising.
In this sense, they are more timely. Maybe it's cold season, or it's almost time for the Super Bowl, or the city is experiencing a heat wave.
They are usually temporary, but are based on strengths.