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
Consumer Lifecycle Research
BRAND LOVE INDEXCoca Cola vs Pepsi
BRAND LOVE INDEXCola vs Pepsi
BRAND LOVE INDEXCola vs Pepsi
BRAND LOVE INDEXCola vs Pepsi
BRAND LOVE INDEXCola 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
CONSUMER LIFECYCLE RESEARCH