![]() ![]() This is what great advertising does, it resonates with a broad cross section of people, it taps into our commonality as human being social media campaigns based on ‘earned media’ that only reach heavy buyers) Resist the urge to admit defeat and retreat to concentrate on small winnable battles (e.g. Slightly more than half of a brand's sales come from the top 20% of its customers Mental and physical availability While light buyers buy more often and some non-buyers become buyers Pareto's marketing law, more like 60/20 Law of buyer moderation: In subsequent time periods heavy buyers buy less often (than in the base period that was used to categorise them as heavy buyers).
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