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What is Total Market? AHAA Helps Provide a Definition!

May 2, 2014

By Bill Duggan, Group EVP, ANA

Total market was all the rage at the recent AHAA Annual Conference. Kudos to AHAA for bringing together the industry to put a stake in the ground with a definition of total market. That definition …

A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness.

In marketing communications this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.

Collaborators to this definition included industry trade groups like ANA and 3AF; client-side marketers Clorox, Dunkin Brands, Kellogg’s, and Kimberly-Clark (all ANA members!); agencies including Acento, Burrell, FCB, IW Group; and consultants Dávila Multicultural Insights and Santiago Solutions Group. Apologies if I left anyone out!

Here’s what a total market approach is:

And here is what a total market approach is NOT:

Feel free to agree or disagree. As noted above, a total market approach for one brand may be different than for another. But this conversation and discussion are good for the industry!

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