All Consumers Are Not Created Equal

"The future prospects of most brands, even big brands, rest in the hands of a surprisingly small number of consumers."

"Marketers cannot afford to be democratic."

"Consumers don't make the distinction that marketers do between advertising and sales promotion."

"Adding the accounting disadvantage to all of your other problems, is it any wonder that expediency has a way of edging out the long-term view?"

"The real source of profitability of our brands: the individual consumers who buys the brand."

"Individual consumers represent the true source of profits for any brand."

"The percentage of total brand profit delivered by high-profit consumers is virtually always larger than their percentage of volume."

"A differentially high profit potential is not the only reason that makes high-profit consumers such an opportune target."

"As much as 80 percent of a brand's sales are made to consumers who are essentially disloyal to the brand."

"Share of customer or SOC is measured by dividing the total brand purchases of an individual by their total category purchases."

"The greatest source of incremental profits for the brand may be those consumers who are already contributing the bulk of the brand's profits."

"But in a paradox of the post-mass-market world, attracting new buyers is rarely the problem for most brands."

"The concept of the Profit Cycle gives marketers a simple and useful framework for understanding how buyers in different stages of development deliver profit to the brand."

"Growth is a by-product of all phases of the Profit Cycle, not just sales produced by new buyers."

"New data confirms that when promotion declines, loyalty increases."

"The balance between advertising and sales promotion spending, the Brand Identity Equation, is totally out of balance in the high-profit segment."

"Targeting individual high-profit households does not mean entirely abandoning conventional communications practices."

"Involvement gives consumers a chance to experience what it would be like to own the product."

"Never once has a brand-loyalty program not produced sustained gains in both equity and sales measures."

"Several technology-driven tools and techniques, such as "selective binding" in magazines, have been developed and refined in just the last few years and are currently in active use by forward-thinking marketers."

"The overriding need to reinforce the loyalty of high-profit consumers may lead to changes in creative strategy and execution."

"Incorporating Differential Marketing thinking and learning into the strategic planning and creative processes are steps one and two for improving the effectiveness of the advertising program."

"Improving sales promotion delivery against high-profit segment runs the risk of making a bad Brand Loyalty Equation worse."

"A database-driven brand-loyalty program can further enhance the strategic aspect of consumer promotion."

"Micromarketing, like infomercials and relationship marketing, is one of the many solutions floating around the industry."

"The marketer must decide whether a shift of funding of that last million from one budget to another will produce more return in sales and profit in the new vehicle than it did in the old."

"The information superhighway promises to spawn the first advertising revolution that does not expand audiences, increase efficiencies, or make advertising harder to ignore."

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