What marketers should worry about is whether or not their brands are distinctive. Are they easy to recognise and distinguish from others?
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Mõtted sildiga: äri
How brands grow vol 8
Reaching all potential buyers of a brand, at the right time and at low cost, is tricky and there is much to learn.
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How brands grow vol 7
Conversely, marketing that targets light buyers of the brand, and/or non-buyers, has far greater chance of success. This is because such marketing has great reach: most of a brand’s buyers are light buyers, and because it’s nearly impossible to simply target light buyers, heavy buyers tend to get hit too (because heavy buyers are more likely to notice advertising, visit stores and read publicity).
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How brands grow vol 6
Therefore, marketing that seeks to increase sales by targeting heavier buyers is unlikely to succeed. Loyalty programs are classic example of strategy skewed towards heavier buyers.
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How brands grow vol 5
Put simply, next period your heaviest 20% of customers won’t be so heavy, the light buyers will be heavier, and some of the non-buyers will buy. This is the law of buyer moderation.
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How brands grow vol 15
How brands grow vol 4
Non-buyers and light buyers are heavier buyers than you think, and heavy buyers are lighter.
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The Road Less Stupid vol 8
The Road Less Stupid vol 6
Consistent execution requires dashboards, processes, best practices, standards, metrics, and accountability to measure the critical drivers, monitor the progress, reward the success, and coach/train the people operating it. Measurement allows you to see which improvements (or corrections) are required in the execution to embrace the outputs and thereby accelerate the progress. All execution must be monitored and corrected but these refinements are distracted by the dashboards, scoreboards, and measurements. Measurement is THE key to sustainability and a culture of accountability.
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The Road Less Stupid vol 4
The Mom Test vol 15
If you aren’t finding consistent problems and goals, you don’t have a specific enough segment.
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The Mom Test vol 13
Once again, you can only pull this off if you have prepared your list of 3 big learning goals and have an idea of some possible next steps and commitments that you can ask for if the meeting goes well.
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The Mom Test vol 12
The Mom Test vol 9
Secondly, whenever you see the deep emotion, do your utmost to keep that person close. They are the rare, precious fan who will get you through the hard times and give you your first sale.
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The Mom Test vol 8
First customers are crazy. Crazy in a good way. They really, really want what you’re making. They want it so badly that they’re willing to be the crazy person who tries it first.
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