1

Rocking on… non consumers!

2

Why bother for non consumers

?

The case: intercity

transportation

How a survey did help actually

Not necessarily a revolution

3

Money don't get everything, it's trueBut what it don't get, I can't use

“Money that’s what I want”

1963

1

4

Les Binet, Peter Field Marketing in the era of accountability. Identifying the marketing practices & metrics that truly increase profitabilityLondon, Institute of Practitioners in Advertising, 2007.

[…] the loyalty approach only rarely leads to successful marketing outcomes. Loyalty campaigns underperform on almost every business metric […]In contrast, penetration as an objective to share growth appears more frequently to lead to successful marketing outcomes.

5

Common practice…

28% 17%

Frequency of oc-currence %

… is not best practice

44% 77%

Effectiveness success rate %

6

Byron Sharp How brands grow. What marketers don’t know.Melbourne, Oxford University Press, 2012.

Marketers, even senior marketing academics, like to say that there can be no laws concerned with marketing. These people argue that consummers are far too individual and unpredictable. Research has shown this is utter nonsense.

7

Acquisition is vital for growth and maintenance

Reaching all buyers is vital, especially light, occasional buyers of the brand.

The future sales potential of individuals is different than their current buying suggests.

8

She's got a ticket to ride,But she don't care.

2 “Ticket to ride”

1965

9

The challenge: promote train usage within intercity transportation

10

The tool: Market Contact Audit (MCA)

• Worldwide cases• Measurable marketing

improvements• Light field, sophisticated

analysis

Global range

• Tailored to a category/region• Comprehensive overview of all

potential touchpoints (up to 35)

• Tracking to follow implementation

Channel neutral brand

experience

11

« Our » MCA on intercity transportation

Usage frequencyOverall imageAssessment

Consideration

12

Digital

In-di-

rect

Mass media

One to one

Spon-soring

& events

TV-spot in Banner AdBanner AdBranded Ad in Social MediaMobile Ad

Promo offers in MediaOOH Ad in the railstations or metroOOH Ad on the roadNewspaper AdOOH Ad in Public TransportsMag Ad

Ad in Free SheetsTV AdRadio AdCinema AdOOH Ad in Public Locations

Reco by Friends & FamilyReco by ExpertsReco by other peopleComments on the brand, appearing in mediaBranded content shared by consumersAppearance on search sitesTalked about by cons in social environment

Branded WebsiteBranded Leaflets or BrochuresPersonalised DM sent by postBranded Mobile AppPersonalised e-MailFacebook Brand PageNon-adressed DM sent by post

Events SponsoringTV Prog SponsoringOnline SponsoringRadio Prog Sponsoring

« Our » MCA

13

Hold me now, (Hold me now)I'm hoping that you can explainLittle arithmetics

“Little arithmetics”

1996

3

Contacts mapping

Inter City Transport • Belgium Field Date: Jul 12

Most Associated Least Associated Differentiation

Lo

w C

CF

Hig

h C

CF

Infl

uen

ce

Battlefield contacts Differentiate via Creativity & Excellent Execution

Leadership contacts

Build Differentiating Brand Experience

Ubiquity

Build Brand Experience at Relatively Low Costs

Potential

Test, Learn, Pilot For Future Gains

15

Urgent, urgent, urgent, urgent, emergency, so urgent, emergency

“Urgent”

1981

4

16

Key take-away

o Caring about all potential consumers is key:o not the easiest way…o … but vital to build a brand’s future

o Good news: not a revolution in any caseo Direct also a valid means for acquisition

17

Thank you

From Led Zeppelin II1969