SMART MARKETING
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Here's an overview of Leslie Wood's thinking:

HEADLINE:
Advertising campaigns typically deliver 90% of their impressions to segments that have very low responsiveness. Refocussing ad spend on people with whom the creative resonates most powerfully can deliver double the ROAS.

KEY POINTS:
Although brand owners aim for their advertising to reflect the brand strategy, once the creative has been finalised, it often turns out to have a bigger impact on people outside the intended core target.

Frequent brand buyers, and heavy category buyers who buy the brand occasionally, are often the most responsive groups. Likewise, non-category buyers can often provide the biggest sales uplifts.

Long-term sales are driven more by incremental sales from existing buyers than from prior non-buyers, but some creative does a better job of motivating consumers who are not normally highly responsive. To maximise ROI, marketers need to know the sales uplifts by consumer segment for a given campaign and target whichever segment is responding best.

CONSIDERATIONS:
The database for these recommendations comes from CPG frequent shopper data. This might or might not generalise to other types of businesses.

​What to learn more? Try asking Virtual Dan White.



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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact