Presentation brand pioneers april 9 2013

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Presentation brand pioneers april 9 2013

  1. 1. The power ofBRAND LOVERS Brand Pioneers 9 april 2013 Utrecht
  2. 2. SOURCE FOR EUROPEAN MARKET INFORMATIONINTERNATIONAL ONLINE RESEARCH BRAND RESEARCH SPECIALIST1.3 MILLIONS EUROPEAN CONSUMERS 13 COUNTRIES LOCAL EXPERTS
  3. 3. All your customers go through the exact same stages when buying your brand
  4. 4. CONSUMER LIFE CYCLE
  5. 5. KNOW Does the consumer know your brand? TOP OF MIND SPONTANEOUS AND AIDED AWARENESS
  6. 6. WANT Does the consumer want your brand? SPONTANEOUS ASSOCIATION IMAGE
  7. 7. TRY Does the consumer consider your brand? CONSIDERATION SET BUYING INTENTION
  8. 8. BUY What brand does the consumer currently buy? BUYING CRITERIA
  9. 9. LOVE What drives brand loyalty? NET PROMOTOR SCORE PREFERENCE LOYALTY
  10. 10. Consumers buy your brand because ....
  11. 11. But a small group of consumers buy your brand because they love you!
  12. 12. We call themBRAND LOVERS
  13. 13. BRAND LOVERSHave an emotional connection with your brand!
  14. 14. BRAND LOVERS- Don’t switch to competitors-Buy your brand more often-Create new customers
  15. 15. Is it worth putting your attention on your BRAND LOVERS?
  16. 16. After all, they represent a minority of your customer base and they already love you, so why bother focusing on them?
  17. 17. Your goal is more traffic, newcustomers, more sales, mass market appeal, right?
  18. 18. But did you know...
  19. 19. A 5% increase in customer loyalty can almost double your profitability. Bain & Company
  20. 20. An existing customer is 5 times more likely to buy from you than a new prospect Bain & Company
  21. 21. Serving your best customers is the surest way to grow a profitablebusiness—in any economic climate
  22. 22. CONSUMER LIFECYCLE RESEARCHMeasures the performance of brands on a continuous basis
  23. 23. CONSUMER LIFECYCLE RESEARCHTOTAL MARKET PERFORMANCEN=2400 RESPONDENTS PER COUNTRYTOP 10 BRANDS PER MARKETSET GOALS (KPI’S)BENCHMARK
  24. 24. Consumer Lifecycle ResearchBRAND LOVE INDEX Coca Cola vs Pepsi
  25. 25. BRAND LOVE INDEX Cola vs Pepsi
  26. 26. BRAND LOVE INDEX Cola vs Pepsi
  27. 27. BRAND LOVE INDEX Cola vs Pepsi
  28. 28. BRAND LOVE INDEX Cola vs Pepsi
  29. 29. BRAND LOVE INDEX Cola vs Pepsi
  30. 30. By measuringe the mostimportant stages of thebuying and orientationproces of consumers you ... Get more grip on your consumers Know what part of your marketing budget really works Make better strategic decisions Increase profitablility
  31. 31. CONSUMER LIFECYCLE RESEARCHThe new standard for running a successful brand

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