For decades, marketers have placed loyalty on a pedestal. We create media plans that suppress our “best” customers, assuming they are already sold and don’t need to be messaged. We operate under the myth that loyalty is static and exclusive.
But what if your most valuable customers are still splitting their wallets with your competitors? And what if, in your pursuit of new customers, you’re actively ignoring your highest ROI opportunity?
The Cost of Suppression
MMA Global’s work with Campbell’s exposed a critical gap in this traditional thinking. By analyzing first-party data, they discovered that many “loyal” buyers were in fact still regularly purchasing from competitors. They weren’t unreachable; they were simply un-targeted.
By suppressing these customers from media campaigns, Campbell’s was not saving money. They were missing a chance to secure a larger share of their most valuable consumers’ wallets.
Enter the Movable Middle
The Movable Middle includes many of these overlooked customers. They are the consumers who:
- Know your brand
- Like your category
- Are not locked into any single brand
They are a high-value, high-intent audience that is persuadable and responsive. Campbell’s activated this segment using the Movable Middles Growth Framework (MMGF), and the results speak for themselves.
Proof from the Field
When Campbell’s adjusted its targeting to focus on this valuable segment, the impact was immediate and significant:
- Incremental campaign sales doubled.
- Buyer conversion rose 5.4X.
- Brand favorability surged 1.9X.
These results were achieved not through new media investments, but through redistribution. By shifting media weight toward the Movable Middle, Campbell’s captured a greater share of wallet, not just a greater share of voice.
Stop Suppressing. Start Activating.
If you’re still excluding certain customers from your campaigns in the name of efficiency, you’re making a strategic error. What looks like smart budget-saving is actually a missed opportunity for growth.
The Movable Middle isn’t a theoretical concept; it’s an identifiable, targetable, and highly responsive audience. You don’t need to find entirely new customers. You need to unlock the potential of the ones you already have.
📲 Join the MMGF program and start turning half-loyal buyers into full-value growth.
