positioning

Each of us has a soft spot, a happy spot, for a particular category and, often, a specific brand or two within that category.

Where There's Love, There's Money

There are circumstances for most consumers when money is not the object. Those times when we'll spend whatever it takes to get our "fix." We may scrimp on our car in order to afford to travel to exotic locations. We may choose to rarely dine out in order to afford the best stereo system. Each of us has a soft spot, a happy spot, for a particular category and, often, a specific brand or two within that category.

These are the brands Barefoot loves to serve. The brands that people sacrifice for, hunger to experience and even get downright giddy just thinking about. It's why our tagline is: Marketing the Pursuit of Happiness.

Is marketing and advertising "trade up" brands different than marketing or advertising other products? Absolutely. Regardless of the category there are certain things that brands must be and do to earn and keep trade-up status.

And that's important because when consumers are willing to trade-up, or "rocket," for your brand that means you're in a position to command a premium. It means you have that special something: those attributes, though at times hard to define, that stir emotions—and open wallets.

And with our country, indeed the world, more affluent than ever before—and more demanding and hectic than ever, too—never has the time been more right to find and keep those consumers willing to pay extra for a little more happiness in their lives.

When marketing trade-up products, you're speaking as much to consumers' hearts as their minds, as much to their desires as to their budgets, as much to intangibles as to tangibles. In this context, the role of marketing and advertising—even what it looks and feels like—changes. How could it not? No longer is advertising just about facts: product specs, discounts, promotions and availability. Nor is it about attention-getting gimmicks that may have a short-term effect, but like a bad first date, rarely lead to much of anything.

Even more important, the marketing of trade-up items requires on-going attention after the sale. It's where loyalty is cemented. And where ambassadors who gladly and proudly carry your flag are recruited.

It's a delicate matter. And at Barefoot, we know that. We've been honing our abilities in this arena for some time. We have played matchmaker for trade-ups in a host of categories: fashion, personal care, leisure and automotive, to name a few. It would be our pleasure to help ensure your brand gets all the love and respect it deserves.