BDMA 25/10/2012- Rocking on... non consumers
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This document contains excerpts from various sources discussing marketing strategies. It summarizes key points about acquiring new customers and maintaining brand loyalty. Specifically, it notes that reaching all potential buyers, including occasional customers, is vital for long-term growth. While focusing solely on loyalty can undermine results, penetration marketing appears more effective. The document also outlines a process for mapping customer touchpoints to help optimize marketing communications across different channels.
![[] the loyalty approach only rarely
leads to successful marketing
outcomes. Loyalty campaigns
underperform on almost every business
metric []
In contrast, penetration as an objective
to share growth appears more
frequently to lead to successful
marketing outcomes.
Les Binet, Peter Field Marketing in the era of accountability.
Identifying the marketing practices & metrics that truly increase
profitability
London, Institute of Practitioners in Advertising, 2007.
4](https://image.slidesharecdn.com/bdmascndshare-121030105001-phpapp01/85/BDMA-25-10-2012-Rocking-on-non-consumers-4-320.jpg)
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BDMA 25/10/2012- Rocking on... non consumers
- 1. Rocking on non consumers! 1
- 2. Why bother for non consumers ? How a survey did help actually The case: intercity transportation Not necessarily a revolution 2
- 3. Money thats what I want 1963 Money don't get everything, it's true But what it don't get, I can't use 3
- 4. [] the loyalty approach only rarely leads to successful marketing outcomes. Loyalty campaigns underperform on almost every business metric [] In contrast, penetration as an objective to share growth appears more frequently to lead to successful marketing outcomes. Les Binet, Peter Field Marketing in the era of accountability. Identifying the marketing practices & metrics that truly increase profitability London, Institute of Practitioners in Advertising, 2007. 4
- 5. Common practice is not best practice Frequency of occurrence % Effectiveness success rate % 28% 17% 44% 77% Increase loyalty Increase Increase loyalty Increase penetration penetration 5
- 6. Marketers, even senior marketing academics, like to say that there can be no laws concerned with marketing. These people argue that consummers are far too individual and unpredictable. Research has shown this is utter nonsense. Byron Sharp How brands grow. What marketers dont know. Melbourne, Oxford University Press, 2012. 6
- 7. Acquisition is vital for growth and maintenance Reaching all buyers is vital, especially light, occasional buyers of the brand. The future sales potential of individuals is different than their current buying suggests. 7
- 8. Ticket to ride 1965 She's got a ticket to ride, But she don't care. 8
- 9. The challenge: promote train usage within intercity transportation 9
- 10. The tool: Market Contact Audit (MCA) Worldwide cases Measurable marketing Global range improvements Light field, sophisticated analysis Tailored to a category/region Channel Comprehensive overview of all potential touchpoints (up to 35) neutral brand Tracking to follow experience implementation 10
- 11. 束 Our 損 MCA on intercity transportation 11
- 12. 束 Our 損 MCA TV-spot in Banner Ad Events Sponsoring Banner Ad TV Prog Sponsoring Branded Ad in Social Media Online Sponsoring Mobile Ad Radio Prog Sponsoring Sponsoring & Digital events Reco by Friends & Family Branded Website Reco by Experts Branded Leaflets or Brochures Reco by other people Personalised DM sent by post Comments on the Branded Mobile App Indirect brand, appearing in media Personalised e-Mail Branded content shared by Facebook Brand Page One to one consumers Non-adressed DM sent by post Appearance on search sites Talked about by cons in social Promo offers in Media environment Mass media OOH Ad in the railstations or metro OOH Ad on the road Newspaper Ad Ad in Free Sheets OOH Ad in Public Transports TV Ad Mag Ad Radio Ad Cinema Ad 12 OOH Ad in Public Locations
- 13. Little arithmetics 1996 Hold me now, (Hold me now) I'm hoping that you can explain Little arithmetics 13
- 14. Contacts mapping High CCF Battlefield contacts Leadership contacts Influence Differentiate via Creativity & Excellent Build Differentiating Brand Execution Experience Most Associated Differentiation Least Associated Ubiquity Potential Build Brand Experience at Test, Learn, Pilot For Future Gains Low CCF Relatively Low Costs Inter City Transport Belgium Field Date: Jul 12
- 15. U姻乙艶稼岳 1981 Urgent, urgent, urgent, urgent, emerge ncy, so urgent, emergency 15
- 16. Key take-away o Caring about all potential consumers is key: o not the easiest way o but vital to build a brands future o Good news: not a revolution in any case o Direct also a valid means for acquisition 16
- 17. Thank you From Led Zeppelin II 1969 17