channels efficiency … the return of offline media (and sophisticated mass-marketing)

we usually refer to our vision of consulting as “the business of effective ideas” … Our experience confirms Keynes wasn’t wrong when he stated that the biggest struggle with new ideas isn’t their implementation, it’s giving up on the old ones. Our experience confirms Keynes wasn’t wrong when he stated that the biggest struggle with new ideas isn’t their implementation, it’s giving up on the old ones. Dear clients CMOs, CDOs, CEOs, CFOs, CPOs, here are some pre-conceived ideas you must get rid-off :

1-     Differentiating our brand is a vital marketing task.
2-     Loyalty metrics reflect the strengths, not the size of our brand.
3-     Retention is cheaper than acquisition.
4-     Price promotions boost penetration not loyalty.
5-     Who we compete with depends on the positioning of our brand image.
6-     Mass marketing is dead or, at the very least, no longer competitive.
7-     Buyers have a special reason why they buy our brand.
8-     Our buyers are a distinctive type of person.
9-     20% of our buyers deliver at least 80& of our sales
If you are uncertain whether these 9 statements are right or not … they are all proven wrong by decades of researches as Byron Sharp from University of South Australia points out in how brands grow – what marketers don’t know (2011).

What are the facts …
The growth of market shares comes from popularity increase which generates new clients who are mostly small and numerous.
Brands from the same category – even slightly differentiated, are competing against each other as “lookalikes” and their sales distribution follows a very similar pattern and path, irrespective of their market shares.
Two key factors for a brand to grow:
Physical availability (easier to buy, in more situations, for more people)
Mental availability (brand awareness)

The complexity for marketers and CEOs alike lies in giving up on these ancient and strong beliefs which have often remained deeply rooted within marketers’ minds thanks to the fast-unorganized growth of digital investments and staff.

The objective analysis of the performances of the contents and investments through stable models shared between marketing, data analysts, market and consumer research teams of our clients together with their media & communication agencies allows for indisputable new lectures that facilitate this indispensable transition and deploy new shared efficient strategies.

As a result, sophisticated mass marketing strategies are going to be repositioned to play the significant role they should have never lost during the last 5 years of frantic growth of digital investments.

Our next issues will review in depth on the preconceived ideas and the brilliant solutions with which we proved those wrong through case studies and statements from clients.

We will also bring out to you the outcome of an exclusive enquiry into dozens of marketing leaders and CFO/CEOs on the current ongoing changes and challenges corporations are facing with their growth.

Keep well.