Awareness
Get known + tried
Reach the right people, become easy to remember and put the product in their hands.
No Demand,No Sales.
If people don't want your product, nothing else matters.
Demand means people know you, value you and choose you—then choose you again.
The job
Help people want it.
Help them buy it.
Keep that going.
Create.
Make people want it
Convert.
Turn intent into purchases
Compound.
Earn repeat + referral
Consumers go on a journey
A sale is a moment.Demand is the whole system.
Every stage has a different job. Acquisition creates and captures desire. Retention and advocacy make the value of every new customer grow.
Acquisition · Create + convert
Retention · Compound
Awareness01
Consideration02
Intent03
Purchase04
Retention05
Advocacy06
People narrow. Value should deepen.
Consideration
Build desire
Give people a reason to care, believe and choose you.
Intent
Earn commitment
Move people from interest to decision—ready to act.
Purchase
Convert demand
Make your product available, obvious and easy to buy.
Retention
Earn the next buy
Deliver value people want to come back for.
Advocacy
Get recommended
Turn happy customers into your most trusted channel.
Three demand jobs
Build momentum at every stage.
The tactics change. The goal stays simple: move more of the right people forward.
Create demand
01Help the right people want it—and try it.
Demand starts before the shelf. Build recognition, relevance and desire, then remove friction so people experience the product first-hand.
Be discovered
PR, creators, communities, events and retail visibility
Make it relevant
A sharp story tied to a real need, occasion or identity
Get it in their hands
Sampling, demonstrations, tastings and low-risk trial moments
Convert demand
02Make “I want it” become “I bought it.”
Interest is not revenue. Connect desire to availability with a clear offer, strong shelf presence and a frictionless route to purchase.
Be easy to find
The right retailers, distributors, search terms and locations
Win the decision
Packaging, positioning, proof, pricing and promotion
Close the gap
Clear calls to action and fewer steps between intent and sale
Compound demand
03Give people a reason to return—and talk.
The strongest growth does not restart at zero. A great product experience creates repeat purchase, loyalty and word of mouth.
Deliver the promise
A product experience worth repeating
Stay useful
Timely reminders, new occasions, education and community
Make sharing natural
Reviews, referrals, gifting and stories worth telling
What this looks like
Demand in action.
Think beyond campaigns. Build a connected set of moves that earns attention before purchase and strengthens the relationship after it.
The best next move depends on where demand is getting stuck.
Acquisition
Bring more of the right people in
01
Discovery + trial
Retail visibility, search, PR, creators, sampling and events
02
Desire
Relevant stories, social proof and sensory appeal
03
Conversion
Availability, packaging, offers and a clear path to purchase
Retention + advocacy
Turn a first purchase into momentum
01
Repeat
Consistent quality, useful reminders and new occasions
02
Loyalty
Recognition, access, rewards and a sense of belonging
03
Advocacy
Reviews, referrals, user stories and easy ways to share
The demand test
Know where you are losing momentum.
Are enough people finding you?
Are enough of them choosing you?
Are enough coming back and sharing?
Demand is not one campaign.It's how your business grows.
Use Sizzle to get inspired, find the right moves and take action across the full customer journey.