2. Why bother for
non consumers ?
How a survey did
help actually
The case: intercity
transportation
Not necessarily a
revolution
2
3. “Money that’s 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 don’t 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
12. « Our » 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
16. Key take-away
o Caring about all potential consumers is
key:
o not the easiest way…
o … but vital to build a brand’s future
o Good news: not a revolution in any case
o Direct also a valid means for acquisition
16
