![]() Slightly more than half of a brand's sales come from the top 20% of its customers Mental and physical availability While light buyers buy more often and some non-buyers become buyers Pareto's marketing law, more like 60/20 Law of buyer moderation: In subsequent time periods heavy buyers buy less often (than in the base period that was used to categorise them as heavy buyers). This is what great advertising does, it resonates with a broad cross section of people, it taps into our commonality as human being social media campaigns based on ‘earned media’ that only reach heavy buyers) Resist the urge to admit defeat and retreat to concentrate on small winnable battles (e.g. Today in the 21st Century we are in the golden age of mass media and mass distribution, and marketer who realize and exploit this will do very well ![]() If you can buy media to match your geographical availability then a small advertising budget can be put to use to buy large share-of-voice in that restrictive geographical region One tactic for new brands is to grow gradually one geographical area at a time. ![]() Spread your spending over time, don’t bunch your advertising spots, this makes reach cheaper Grow Gradually ![]()
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