Presentation brand pioneers april 9 2013

Brand Pioneers9 april 2013

Utrecht

The power of

BRAND LOVERS

SOURCE FOR EUROPEAN

MARKET INFORMATION

INTERNATIONAL ONLINE RESEARCH

1.3 MILLIONS EUROPEAN CONSUMERS

13 COUNTRIES

LOCAL EXPERTS

BRAND RESEARCH SPECIALIST

All your customers go through the exact same

stages when buying your brand

CONSUMER LIFE CYCLE

KNOW

Does the consumer know your brand?

SPONTANEOUS AND AIDED AWARENESS

TOP OF MIND

WANT

Does the consumer want your brand?

SPONTANEOUS ASSOCIATION

IMAGE

TRY

Does the consumer consider your brand?

CONSIDERATION SET

BUYING INTENTION

BUY

What brand does the consumer currently buy?

BUYING CRITERIA

LOVE

What drives brand loyalty?

NET PROMOTOR SCORE

PREFERENCE

LOYALTY

Consumers buy your brand because ....

But a small group of consumers buy your

brand because they love you!

We call them

BRAND LOVERS

BRAND LOVERS

Have an emotional connection with your brand!

BRAND LOVERS

- Don’t switch to competitors-Buy your brand more often-Create new customers

Is it worth putting your attention on your

BRAND LOVERS?

After all, they represent a

minority of your customer

base and they already love you, so why bother focusing on

them?

Your goal is more traffic, new customers, more sales,

mass market appeal, right?

But did you

know...

A 5% increase in customer loyalty can almost

double your profitability.

Bain & Company

An existing customer is 5 times more likely to buy from you than a

new prospect

Bain & Company

Serving your best customers is

the surest way to grow a profitable business—in any

economic climate

CONSUMER LIFECYCLE RESEARCH

Measures the performance of brands on a continuous basis

TOP 10 BRANDS PER MARKET

TOTAL MARKET PERFORMANCE

BENCHMARK

SET GOALS (KPI’S)

N=2400 RESPONDENTS PER COUNTRY


Consumer Lifecycle Research

BRAND LOVE INDEXCoca Cola vs Pepsi

BRAND LOVE INDEXCola vs Pepsi

Know what part of your marketing budget really works

Make better strategic decisions

Get more grip on your consumers

By measuringe the most important stages of the buying and orientation proces of consumers you ...

Increase profitablility

The new standard for running a successful brand


Presentation brand pioneers april 9 2013

Business

Transcript of Presentation brand pioneers april 9 2013