In Just One Year’s Time: • 52% of “highly loyal” customers reduced or defected • 1/3 defected to a compe7ng brand • Loyalty churn cost global brands more than 20% in lost revenues in 2008. • In general, only 40% of brands retain 50% or more of customers year to year.
QuickTime™ and a TIFF (Uncompressed) decompressor ar e needed to see this picture.Over 12 months, Crest Toothpaste lost some or all sales among 59% of it’s high loyalty customers. -‐ CMO Council Report on US Consumer Loyalty
Cheerios lost 28.2% of high loyalty customers while 37.1% reduced loyalty. -‐ CMO Council Report on US Consumer Loyalty
Happy Spending • 71 percent claim, “I make a point to buy brands from companies whose values are similar to my own.” • 80% are likely to switch brands when price and quality are about equal, if other brand is associated with a good cause • 41% percent have bought a product associated with a cause in the last 12 months • 87% say social impact of a brand inﬂuences choice. Source: Edelman Good Purpose Study
RED Brand A]ributes + Ene rgy, s -‐ Dan treng ger, a th, po • E n nger, wer, hanc mali desir ce e respi es meta BLACK ra7on b o l i sm press • An ure rate, rais , + Power, elegance, formality, es blo acce od pres7ge decis nt to en -‐ Death, mystery, grief ions coura ge qu ick • Creates a sense of authority • Makes other colors stand out • Makes you look thinner
Love the Results! Amongst Internal Database: • Achieved an ROI 31 7mes the costs • Beat control by 640% Overall Results: • Achieved an ROI of 20 7mes the costs
Digital vs. Print Old-‐fashioned direct trumps digital: -‐ Generates deeper emo7onal processing -‐ Brain perceives oﬀers to be more real -‐ Creates more introspec7ve ac7vity and connec7ons to messages Messages Linger Longer for Tangible Direct
Fun Works! Per Bunchball, gamiﬁca1on results include: • Page views doubled • Pages per visit up 60% • Repeat monthly visits doubled • User registra7ons up 20% • Time on site doubled • Unique visitors up 30% • ROI of 400% or higher
DM Drives Behavior • 80% of US Households read or scan direct mail. • 70% of consumers conducted a repeat transac7on due to receiving a direct mail piece. • 67% of online searches were driven by a direct mail piece. 39% of them resulted in a purchase. • Personalized coupon increased redemp7on by 150% and transac7on value by 118%!