Finding Revenue Growth By Exploiting Marketing "White Space" How leading marketers are finding new growth opportunities by filling the "white space" in their marketing approaches

This original research report presents original best-practices research that illustrate how leading organizations are generating new revenues and improving the productivity of their marketing dollars by reaching underserved markets, filling market coverage gaps, and improving the timing, and placement of media.

"White space" means reaching the places where customers shop but existing media, channels and promotions cannot reach. "White space" represents the un-exploited opportunities in their marketing approach. These include:

Uncovered, under resourced and new markets and customers

Gaps in marketing process due to channel, organizational and media inefficiencies

Missed opportunities due to poor timing
 

Budget strapped marketers are increasingly looking at the "white space" in their marketing approach as a source of new revenue growth and superior productivity gains.

"White space" offers every organization many opportunities for measurable new revenue growth today.

Marketers in the automobile, pharmaceutical and financial services industry are improving marketing productivity two to ten fold by eliminating the "white space" in their marketing approaches.
 

The three keys to exploiting marketing "white space" are better placement, timing and coverage.

Better placement: Leaders understand that "being there" when decisions are being made and life events happen is more productive than being everywhere. Best in class marketers are focusing limited resources on new place based media and targeted promotions that improve relevance, response and overcome clutter.

Better timing: Leaders have learned that "timing is targeting". These companies are investing in event triggered and real time marketing programs that improve marketing performance by better timing offers and promotions when customers are ready to buy.

Better coverage of underserved markets: Advances in marketing measurement have allowed markets to more clearly identify which half of their marketing that is not working, and where the holes are in their market coverage. Best in class organizations taking action to improve market reach by reallocating wasted marketing spend to fill holes, building cross-functional processes to bridge gaps, and using low cost telephone and web channels to reduce the cost of reaching new markets.
 

Marketers can double the revenues with the same marketing dollars by:

Find the" white space" in their market to identify the leaks in market coverage, opportunities to improve timing, and better target media placement.

Design targeted marketing, sales and service channels that will better reach the right customer, where and when they make buying decisions.
 

Download the "white space" research paper in .pdf format

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Why You Should Care

Filling the marketing "white space" with more targeted media placement, better timing of campaigns, and improved market coverage represents an "untapped" opportunity to deliver near-in, measurable, and cost effective growth. Finding new revenue growth in the marketing "white space" is important to all marketers because for the foreseeable future marketers will not have the funds needed to fund major new products, strategic marketing or branding initiatives that traditionally drive growth. These constraints will restrict the vast majority of to investing in programs that deliver measurable new growth within a quarter.
 

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