• Grabbing them early allows the brand to capitalize on the first-mover advantage. 
• Successful incorporation of this strategy enables considerable market share, brand perception, customer loyalty, etc. 

The core of the “Grab them Early” marketing strategy is securing a solid foothold in the market and capitalizing on the first-mover advantage. It aims to capture significant potential customers before competitors can establish themselves. Brands can gain a significant advantage if they get to the target audience earlier in their purchasing process.

Getting the products or services out first helps create a competitive advantage, as customers become familiar with the brand and associate with the new category. This initial exposure to a brand’s products and services becomes a significant advantage later. Since the market is likely unfamiliar with the offerings, initial marketing efforts should be focused on educating potential customers about the benefits and how it solves a particular problem. 

Moreover, highlighting the limited-time nature of the initial offering can create a sense of urgency and encourage early adoption. Customers who adopt a product or service early are likely to become loyal brand advocates. Plus, if they get positive initial impressions, it increases the likelihood of repeat purchases and positive word-of-mouth recommendations. 

How does Johnson & Johnson Capitalize on a “Grab them Early” marketing strategy by targeting new mothers? 

Johnson & Johnson (J&J) is a giant American multinational corporation that focuses on the pharmaceutical and medical devices sector. However, its significant aspect is its wide range of products targeted at new mothers and babies. J&J has been a master of incorporating the “Grab them Early” marketing strategy for decades, especially in reaching new mothers. 

Building Trust and Familiarity

Johnson & Johnson strategically positions its wide range of baby care products in hospitals. Their target audience, new mothers, frequently visit these hospitals throughout pregnancy. Eventually, they are introduced to their shampoos, lotions, and wipes during a vulnerable time, creating a sense of trust and familiarity with the J&J brand. 

J&J has successfully cultivated strong relationships with pediatricians and other healthcare professionals. They understand that doctors’ recommendations hold significant weight for new mothers, and if they recommend Johnson & Johnson products, they automatically become a go-to choice for mothers. 

The brand also offers free samples and trial kits of its baby care products through doctors’ offices, hospitals, and online promotions. This scenario exposes new mothers to the product and allows them to experience it firsthand, increasing their likelihood of becoming regular consumers. 

Creating a Sense of Urgency and Need

Johnson & Johnson’s marketing messages emphasize newborns’ delicate skin and specific requirements. They know mothers are very cautious and serious about providing the best care possible to their newborns. J&J messaging is curated to create a sense of urgency by highlighting the importance of using gentle, safe products “From Day ONE.”

They offer limited-edition baby bundles that combine various products at a discounted price. This strategy triggers a sense of urgency and compels new mothers to stock up on essentials before the offer expires. The brand also explored subscription services delivering diapers, wipes, and other baby care essentials directly to new mothers’ doorsteps. This recurring revenue model leverages the initial “grab” and fosters brand loyalty. 

Building an Emotional Connection

J&J capitalizes on its positive brand image, which it gained by positioning the brand as synonymous with care, gentleness and nurturing. Their marketing materials often feature heartwarming visuals of mothers and babies, triggering emotional connection with new mothers. 

The brand also offers rich educational content on its website and social media platforms. These contents cover newborn care, bathing tips, diaper rash prevention, etc. It positions the J&J brand as a trusted source of information, fostering brand loyalty and trust. 

J&J also sponsors online communities or forums for new mothers. This allows them to connect with the target audience deeper, answer their questions, and build positive relationships and brand loyalty through positive interactions. The skilled incorporation of this strategy allowed Johnson & Johnson to effectively capture new mothers at critical times, capitalizing on the “Grab them Early” marketing strategy. 

What Exactly is the “Grab Them Early” Marketing Strategy? 

The “Grab them Early” marketing strategy capitalizes on the benefits of being the first mover in a new market or grabbing the audience before the competitors reach them. It aims to capture a significant portion of potential customers’ cases before the competitors have the chance to establish themselves.

Core Principles of this Strategy

Being the first mover to introduce a product or service to the target audience opens up a wide window of opportunity. Eventually, customers become familiar with the brand and its products or services and associate it with a new category. This boost of initial brand recognition later becomes a significant advantage. 

Since the market is relatively unfamiliar with the product, the initial marketing efforts should be focused on educating potential customers about its benefits and how it solves their problems. Brands can also highlight the limited-time nature of the initial offerings to create a sense of urgency and encourage early adoption. 

When customers adopt a particular product or service early, they are likelier to become loyal brand advocates. If marketers can provide positive initial experiences through their offerings, this leads to repeat purchases and positive word-of-mouth referrals. 

Multiple Channels for “Grab Them Early” Strategies

Marketers can skillfully use various social media platforms, influencers, search engine marketing (SEM), and content marketing to reach their target audience and generate a buzz around their offerings. They can also invest in sourcing wide media coverage to significantly amplify their message and reach their target audiences. 

Press releases, product demos, industry events, etc, can all be leveraged to create excitement. Plus, they can partner with complementary businesses to expand their reach and tap into their existing audience. Johnson & Johnson partnered with hospitals, maternity homes, & doctors to grab the target audience early. 

Pros and Cons of “Grab Them Early” Marketing Strategy

Like every other marketing strategy, the “Grab them Early” strategy has pros and cons, as discussed below. 

Pros

Being the first to establish your brand in a new category helps brands capture a dominant position and share of customers even before the competition arrives. Customers tend to associate the first movers with the product itself. For example, there are many copiers in the market, but Xerox has the lion’s share.

It shapes how customers perceive a new product category and its benefits, enhancing brand perception. Being the first allows the brand to control the narrative and set the standard for future competitors. If early adopters have positive experiences, they are likely to become loyal brand advocates. 

Early adopters also offer valuable real-world feedback, which can be used to refine the products and improve future iterations. This allows the brand to stay ahead of the curve based on user needs. Being first often generates significant media attention and excitement and provides a free publicity boost. 

Cons

New products might have bugs or features that haven’t been thoroughly tested, and it could lead to potential customer dissatisfaction and negative reviews. Consumers might not understand the value proposition of a completely new product category. Brands must invest significantly in marketing and educating consumers to convince them of its benefits.

In today’s fast-paced market, competitors quickly adapt and innovate. They can offer similar features or might even surpass your initial offerings. Remember, the early mover advantage might not last for long. Although some consumers might be excited about the new product, initial sales would be comparatively sluggish. 

Educating the market and creating a sense of urgency requires a significant marketing budget, which could be problematic for startups and companies with limited resources. Marketers should understand market maturity, budget constraints, and competition before incorporating this strategy into their business. In conclusion, the “Grab them Early” marketing strategy is a powerful tool that capitalizes on first mover advantage. Suppose the product is well-developed, the target market is receptive to new ideas, and the brand has sufficient resources to educate and build excitement. In that case, incorporating this strategy can be a winning move.