conquest marketing 1 Conquest Marketing Taking on the Competition
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conquest marketing
1
Conquest Marketing Taking on the Competition
conquest marketing
what’s in the report
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page 5
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Evolution of Loyalty
Open Season on the Competition
Conquest Strategies
Power of Brand Affinities
QSR Case Study
Consumer Electronics Case Study
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conquest marketing
loyalty just ain’t what it used to be
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evolution of loyalty
Customer loyalty has been changing for quite some time. Pundits and organizations will flatly say that it is dead. Though an extreme exaggeration, brand loyalty as we know it is definitely changing.
For older generations loyalty was something that was earned, and once it was earned, it was never forgotten. From cars to beer to detergent, everyone had their own way of doing things. And it mattered. Asking your Chevy buying grandfather to consider a Ford was as sacrilege as asking a Yankee fan to don a Red Sox cap.
As the generations have moved along and the mass availability of goods have expanded through limitless channels, buyers are faced with more choices than ever. And they are taking advantage. There is never just one option anymore. There are few times, outside of the lowest of commodities where consumers aren’t nagged with the thought if there is something better out there. This might explain why
competitive brand searches are done 3x more
than brand searches.1
conquest marketing
Recent studies are all but conclusive that loyalty is not only changing at a record pace, but it is up to marketers change in order to take advantage of the evolving landscape
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loyalty retention3
Retract LoyaltyStay Loyalty Switched LoyaltyStay Loyalty
loyalty switching3
evolution of loyalty
state of loyalty2
92% 8% 46% 42%of customers are NOT
committed loyalistsof customers are
actually loyal of customers are more
likely to try new things than a year ago
of customers love trying new
things
conquest marketing
it is open season on the competition
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in an overly-competitive landscape conquest marketing is essential
The competitive landscape across every category is getting more and more crowded. Brands are attacking the market with advertising intended to increase the propensity to purchase their products. But at the same time, they are also lifting category demand around broader needs. Awareness for needs that will inevitably come down to a variable preference. It could be the brand, the offering, the price, or it could also be as unpredictable as available colors.
The reality is that as much as advertisers want to believe that they know and understand
everything that motivates their customers throughout their idealized “journey” there are certain things that just can’t be known. There are just as many off-ramps on the way to acquiring new customers as there are on-ramps.
Brands need to consistently apply a competitive mindset to go along with their brand building mindset. This approach to capture their hard earned customers and those who are willing to opt out of others Without these two approaches brands leave themselves susceptible to inevitably losing share over time.
online switching triggers4
conquest marketing
it is open season on the competition
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easy-to-employ conquest strategies
• Identify competitors with similar offerings
• Target competitors where you may have a pricing advantage
• Go after smaller competitors where youmay have a spend advantage
• Identify competitors with dissatisfied customers
• Map your competitive audiences and target thosewith the most similar audience profiles
• Concentrate on geographies where you have anadvantage
conquest marketing
why affinity answers
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40%of affinity answers data is used by brands
and clients to target other companies.
Over 1,500 segments across 40 different categories along with endless customizable options
Celebrities / Stars Travel Actors / Theater Gaming Automotive Financial Services Film Movies Sports
Media Influencers Television TV Shows Radio Pharma / OTC Retail Magazines Websites Newpapers
Travel / Hotels & Resorts Apparel Apparel & Accessories Food & Beverage / QSR Travel / Goods CPG Digital Beauty & Cosmetics Consumer Electronics Console & PC Games
Pet Care Baby Care Politics Politics Athletes Health Services Mobile Apps & Games Sports Leagues Events Musicians
Actors / Film & TV
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YOUR
BRAND
YOUR
BRAND
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YOUR
BRAND
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TrueAffinity®
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COMPETITORS
BRAND
Most audience segments are created from either deterministic data or modeled to understand who is most interested in a product or service. The Affinity Answers difference lies within our model
TrueAffinity, the largest ongoing study of people’s relationships with brands over social
The TrueAffinity model was built to understand those who are most likely to purchase, yes but because the model actually scores billions of user IDs for everything that they are interested in, TrueAffinity also understands peoples affinity for all products, which includes those who have multiple affinities withins a category, including those most likely to switch.
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COMPETITORS BRAND posts content to instagram
Janeloves
that post
Affinity Answers captures her engagement along
with all other brands that Jane has engaged with…
…and feeds that into
TrueAffinity®
Affinity Answers repeats this process across the
engagements of 400MM people and 50,000 brand
entities daily identifying act-alike users
This fuels our recommender engine that will identify the customers most
likely to switch to your brand.
power of brand affinities
how it works:
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TrueAffinity®
measures everyone for their love of everything
• Billions of IDs are scored for people's affinities for every brand
• Uncover the likelihood of a customer buying, but also switching
• Affinity Answers advanced model can understand and score audiences where you have a distinct advantage over a competitor or identify those customers who are most likely to switch if they are targeted
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power of brand affinities
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Typical look-alike modeling perceives the world of consumers from an interest-level. And that seems like it would be incredibly valuable. Just look at the image above. Through look-alike modeling we are able to identify two people of the same age, geography and three, apparently, very similar interests. From this viewpoint it appears that these two men would both be equally good targets for your brand
However, when you look at both individuals based on the brands they engage with the story changes instantly. It appears that age and location are the only things the two actually share in common. As marketers we know one undeniable truth, that the brands we select and support help define who we are. As we strive to understand more and more about our customers, brand-level vs. broad interest will always be the greatest source of truth.
why brand preference is vital
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Typical look-alike modeling:
act-alike modeling:
26yo MaleLives in Boston
Interests Technophile Movie Lover Financial Services
26yo MaleLives in Boston
Interests Technophile Movie Lover
Financial Services
26yo MaleLives in Boston
Interests Nintendo Switch Zombieland 2 Ally Checking
26yo MaleLives in Boston
Interests Android
The Wolf of Wall Street Merrill Lynch
power of brand affinities
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quick service restaurants case study
stealing from the competition
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taste explorers
Cost Per Visit
Store Lift Visit 16% increase
29% decrease
switchers
Cost Per Visit
Store Lift Visit 10% increase
16% decrease
Brand Challenge:
Affinity Answers Solution:
Brand Results:
QSR wanted to create a conquest plan that would take advantage of their regional advantages against larger brands along with competitive advantages against smaller players.
We created a competitive list of both national & regional competitors by brand. We scored each user based on Dunkin’ affinities vs each competitor and established 2 categories: Taste Explorers and Switchers.
Our client set aggressive KPIs based on benchmarks for campaingsthat targeted actual customers – Store Visit Lift and Cost Per Score Visit Lift. Affinity Answers custom solution was able to increase total score visit lifts across both segments while decreasing the cost.
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consumer electronics case study
winning gaming during the holiday
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9.1%
Brand Challenge:
Affinity Answers Solution:
Brand Results:
Gaming challenger was getting beat up by Sony. They believed they had a better offering at a better price.
Affinity Answers helped the gaming brand identify and
influence future-purchased intent during the crowded holiday
season enabling them to get their message in front of Sony’s
key audience.
Study by Nielsen Vizu showed a 9.1% lift in their competitor’s audience likelihood to purchase their brand
during the holiday season.
conquest marketing
sources
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1 HubSpot 2018 2 Nielsen Brand Loyalty Study 2019 3 https://www.accenture.com/_acnmedia/pdf-43/accenture-strategy-gcpr-customer-loyalty.pdf 4 BrizFeel, 2018
we should really do this again
at affinityanswers.com or email us at
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