What should an effective advertising strategy for existing products focus on?

An effective advertising strategy for existing products should focus on increasing frequency of use. This approach emphasizes encouraging current customers to use the product more often, thereby driving higher sales volumes without the need to attract new customers or develop new products. By promoting usage frequency, brands can enhance customer loyalty and create a stronger habit around the product, which leads to sustained revenue over time.

Increasing frequency of use can involve targeted marketing campaigns that showcase different ways the product can be integrated into a consumer's daily routine or highlight benefits that may not have been previously recognized. This not only maximizes the value derived from existing customers but also reinforces brand presence in a customer’s mind, making it less likely for them to switch to a competitor.

In contrast, reducing product features might diminish the product's appeal, and decreasing advertising spend could reduce visibility, weakening brand presence in the marketplace. Increasing brand awareness is important but typically leans more towards new customer acquisition rather than optimizing usage of already familiar products. Hence, focusing on frequency of use directly aligns with maximizing the product's existing customer base.