February 13, 2018

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Integrate your Consumer, Shopper and Customer marketing efforts to earn more loyal brand consumers

February 15, 2018

 

Integrated Consumer, Shopper and Customer Marketing will drive higher revenue, profitability and brand loyalty

 

4 Tasks

  1. Communication of the brand promise to drive “Intention to Purchase / Use” – by focusing on creating awareness, understanding and belief in your brand’s proposition

  2. Influencing the Point of Purchase to win the Decision to Purchase your brand – by emphasising the desirability (Value) of your brand over other choices

  3. Establishing your brand’s presence at the Point of Sale – by ensuring you can be found and bought at the shopper’s convenience

  4. Delivering the brand’s promise to promote “Repeat” purchase / Use – by ensuring your brand experience is preferred by your target market

 

5 Thoughts

  • You only get paid if you win at the “point of sale”

  • If you do not win at the “point of sale” everything you have done to that point is a cost, not an investment.

  • Don't "over promise" and "under deliver" on the brand proposition - it only creates dissatisfaction.

  • The greater the levels of preference you create, the more profitable you will become

  • Keeping “Loyal Users” is  more profitable than acquiring  “New Users”

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