Dr Byron Sharp: criticised Dunnhumby’s methodology for using data from a single retailer (Tesco)The Australian marketing science professor criticised Dunnhumby’s report – trailed in a Campaign column by its authors earlier this week – which suggested so-called "heavy" or loyal brand purchasers contribute more to total sales than is currently believed.The smaller the brand, Dunnhumby suggests, the more they are reliant on sales from heavy customers.The Dunnhumby findings are at odds with marketing theory outlined in Sharp’s famous book How Brands Grow. His marketing theory inverts the so-called "Pareto principle" because 80% of a brand’s customers only deliver 20% of a brand’s sales. According to Sharp, this ratio is more like 60/40 than 80/20 because the bottom 80%, in fact,
The Australian marketing science professor criticised Dunnhumby’s report trailed in a Campaign column by its authors earlier this week which suggested so-called heavy or loyal brand purchasers contribute more to total sales than is currently believed. The smaller the brand, Dunnhumby suggests, the more they are reliant on sales from heavy customers. The Dunnhumby findings are at odds with marketing theory outlined in Sharp’s famous book How...Let's block ads! (Why?) Source link
DavidRockDesign / PixabayThe best referral marketing programs share a common thread: Referrals are embedded into every aspect of the user experience. For referrals to consistently deliver truly exceptional results, your brand’s referral marketing strategy must take all marketing channels into consideration. Basically, your program should be woven into who you are and how you operate. Without structure and commitment, you’re largely hoping that good things happen and that customers inherently know to refer their friends and colleagues to your business.That might happen. Or it might not.Instead of wishing, hoping, and praying for referrals, let’s talk about how to get more referrals.In almost any successful customer journey, there’s at least one “moment of delight,” a point at which the c
A few brands have done a broad array of messaging well across traditional media and digital platforms. Casper, the online mattress company has made itself the better sleep lifestyle brand through clever, endearing, attention getting, useful blogs, subway ads, podcasts, Instagram, packaging, website, pop-ups, and retail partnerships. They maintain a consistent, quirky, graphic imagery that’s engaging, helpful and a memorable association with the brand. It’s not easy to pick a topic that’s broadly relevant, and own it. Casper has found one, and done it exceptionally well.As Steve Jobs taught us, less can often be more. Brand must use strategic self-discipline to focus on those platforms and advertising vehicles that achieve brand
Few brands have the fortitude to run marketing on their own without much reliance on ad agencies, but Netflix is an exception. With an in-house approach, Netflix is increasing its marketing spend from approximately $1.3 billion to $2 billion this year, as the company plans to spend around $8 billion on content — including 80 new original films — in 2018.Netflix declined to discuss its marketing strategy, but analysts and agency executives believe Netflix’s marketing budget increase aligns with its content strategy, and they expect most of Netflix’s ad dollars to go to digital, especially programmatic, as well as to offline events to generate earned media. The streaming service is known to handle most media buys in-house, although MEC is Netflix’s major media shop, they said.“Netflix is
10:05 AM ETJayski.com StaffCoca-Cola this year will have a different motorsports marketing strategy as it aligns the program with the company's overarching One Brand strategy. That strategy brings together Coca-Cola, Diet Coke, Coke Zero Sugar and Coca-Cola Life under one portfolio and markets them collectively. However, Diet Coke will continue to be excluded from motorsports marketing.The company will continue to promote Mello Yello in NASCAR -- even though it is not part of the sparkling soft drink portfolio -- because it is such a good fit for the NASCAR fanbase.The company has marketed Coke Zero in NASCAR before through race entitlements, but it mainly just marketed traditional Coca-Cola in its season-long marketing efforts at track, at retail and with endorsers.Dir of Motorsports M...
You’re a marketing executive and it’s the beginning of the year. Your plan is to hit the ground running with your newly approved 2018 budget, mass media schedule, the promotional calendar, your credit union’s events, and the social media content wrapped around your incredible, new marketing plan. 2018 is going to be stellar! All that is left to do is to let the results start rolling in. Why then, do you have this nagging feeling that you’ve overlooked something critical? What’s missing? You forgot to review the marketing plan with the executive team! Marketing can only be effective when everyone is on the same strategic page. Be sure to take the time to get on the executive team calendar to discuss your marketing strategy and initiatives for the year. This will help ensure everyon