I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.

1. BE
AFRAID
OF
THE
MARKETING
GOSPEL
By
Nigel
Rahimpour,
Planning
Director

2. FOREWORD
This
Presenta=on
Dispels
Today's
Popular,
But
Baseless
Marke=ng
Myths
And
Provides
A
Path
Forward
To
Brand
Salience
And
Growth
Supported
By
Marke=ng
Science.

3. MARKETING
GURUS
HAVE
BEEN
SAYING
FOR
YEARS:
“People
want
to
interact
with
brands”
“People
want
to
join
brands”
“People
seek
rela6onships
with
brands”

4. HOWEVER,
A
RECENT
FORRESTER
STUDY
SUGGESTS:
Source:
Forrester
Q1
2014
US
Top
50
Brands
Social
WebTrack
“People
don’t
engage
with
branded
social
content
very
o;en”

5. %
OF
BRAND
FANS
INTERACTING
WITH
BRAND
POSTS:
FACEBOOK
TWITTER
0.7%
0.3%
Source:
Forrester
Q1
2014
US
Top
50
Brands
Social
WebTrack

6. AGAIN,
THESE
ARE
NOT
RANDOM
PEOPLE,
BUT
SO-­‐CALLED
BRAND
FANS

7. =
%
of
Facebook
fans
who
interact
with
posts
of
the
brand
they
are
fans
of
THE
DISMAL
INTERACTION
RATES
ARE
CONFIRMED
BY
THE
EHRENBERG
INSTITUTE
0.5%
Source:
Facebook
fans:
A
fan
for
life?
Karen
Nelson
–
Field
and
Jennifer
Taylor

8. PASSION
BRANDS
DON’T
FARE
MUCH
BETTER
Source:
Facebook
fans:
A
fan
for
life?
Karen
Nelson
–
Field
and
Jennifer
Taylor
Even
Facebook
fans
don’t
talk
much
about
Facebook

9. PART
OF
THE
PROBLEM
IS
THAT
MARKETING
TREATS
SOCIAL
CHANNELS
LIKE
PAID
MEDIA

10. This
app
shows
you
how
to
turn
a
Corona
Upside
Down
to
make
the
PERFECT
beer.
A
LOT
OF
WHAT
IS
CREATED
DOESN’T
MAP
BACK
TO
REAL
LIFE

11.
“Almost
every
app
built
for
a
brand
on
Facebook
has
NO
usage.
Heavy,
immersive
experiences
are
NOT
how
people
engage
and
interact
with
brands.”
Paul
Adams,
Facebook’s
Ex-­‐Global
Head
Of
Brand
Design

12. Source:
Google
PEOPLE
HAVE
BIGGER
INTERESTS
THAN
BRANDS
The
World’s
Top
10
Searches
Do
Not
Include
A
Single
Brand

13. Source:
Meaningful
Brands,
Havas
Media
Group
IN
EUROPE
AND
THE
US,
PEOPLE
WOULD
NOT
CARE
IF
92%
OF
BRANDS
DISAPPEARED

14. 77%
OF
CONSUMERS
ADMIT
THEY
HAVE
NO
RELATIONSHIP
WITH
A
BRAND
Source:
Corporate
Execu=ve
Board

15. 77%
OF
CONSUMERS
ADMIT
THEY
HAVE
NO
RELATIONSHIP
WITH
A
BRAND
“MOST
OF
US
GO
THROUGH
LIFE
FINDING
IT
HARD
ENOUGH
TO
HAVE
GOOD
RELATIONSHIPS
WITH
THE
REAL
PEOPLE
IN
OUR
LIFE,
LET
ALONE
ALL
THE
BRANDS
WE
BUY.”
Bruce
McColl,
chief
marke=ng
officer
of
Mars

16. Source:
Byron
Sharp
“How
Brands
Grow”
BRAND
LOYALTY
TENDS
TO
BE
POLYGAMOUS
“Buyers
typically
have
a
number
of
brands
they
rou6nely
buy”

17. HALF
THE
PEOPLE
WHO
DESCRIBED
THEMSELVES
AS
BRAND
LOYAL
WERE
NOT
LOYAL
A
YEAR
LATER
Source:
NPD
Group

18. Source:
Byron
Sharp
“How
Brands
Grow”
TNS
UK
72%
OF
PEPSI
USERS
ALSO
BUY
COKE

19. Source:
TNS
UK
72%
OF
PEPSI
USERS
ALSO
BUY
COKE
Source:
Byron
Sharp
“How
Brands
Grow”
TNS
UK
37%
OF
HÄAGEN
DAZS
CUSTOMERS
ALSO
BUY
CARTE
D’OR

20. WHAT
WE
LEARN
ARE
THREE
THINGS:
1. Deep
brand
engagement
is
not
a
mass-­‐market
occurrence,
but
an
occupa=on
of
the
few.
2. Heavy,
=me-­‐intensive
brand
experiences
have
liile
in
common
with
the
way
people
want
to
use
brands.
3. Simply
assuming
that
people
want
to
engage
with
brands
is
a
recipe
for
failure.

21. ACCEPTING
THAT
PEOPLE
DON’T
CARE
MUCH
ABOUT
BRANDS
MIGHT
SERVE
US
BETTER!

22. IT
WILL
RAISE
THE
CREATIVE
BAR

23. AS
THESE
BRANDS
HAVE
DONE

24. THEY
SHOT
FOR
FAME

25. SINCE
CAMPAIGNS
THAT
TARGET
FAME
ACHIEVE
LARGER
BUSINESS
EFFECTS
%
repor9ng
very
large
effects
on:
Sales
Market
share
Profit
Penetra=on
Loyalty
Price
sensi=vity
Campaigns
aiming
to
build
brand
fame
55%
(+)
40
(++)
28%
35%
16%
(+)
6%
Campaigns
aiming
to
build
brand
awareness
51%
34%
22%
31%
8%
(-­‐)
4%
Source:
Marke=ng
in
the
era
of
accountability,
2008

26. THEY
TOOK
INTEREST
IN
WHAT
PEOPLE
ARE
INTERESTED
IN…
(As
opposed
to
the
other
way
around)

27. DEVELOPED
HIGHLY
EMOTIVE
CONTENT,
(As
opposed
to
highly
func=onal)
Source:
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”

28. BECAUSE
CREATIVE
THAT
ELICITS
HIGH
AROUSAL
EMOTIONS
GAINS
TWICE
AS
MUCH
SHARING
Source:
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”

29. THEY
MADE
IT
EASY
TO
INTERACT
WITH…
(As
opposed
to
heavy
&
complicated)

30. AS
MOST
PEOPLE’S
PARTICIPATION
IS
“EASY”
(i.e.
sharing
photos,
checking
news,
watching
video)
Source:
BBC
Online
Spring
Briefing
May
2012
Friends,
family
&
photos
TV,
Entertainment,
Lifestyle

31. THEY
GAVE
IT
STRONG
PAID
MEDIA
SUPPORT
(As
opposed
to
hoping
it
will
be
discovered)

32. BECAUSE
CONTENT
VIEWED
BY
FEW
PEOPLE
CAN’T
BE
SHARED
BY
MANY

33. AFTER
ALL,
90%
OF
VIEWERS
DON’T
SHARE
Source:
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”

34. Source:
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
HITTING
THE
RIGHT
TARGET
IS
ESSENTIAL

35. 20
16
12
8
4
0
1
2
3
4
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
50
Percentage
of
Coke
buyers
buying
Coke
X
=mes
in
the
U.S.
Number
of
purchases
Source:
Nielsen
USA
from
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
LIGHT
BUYERS
MATTER
FOR
BRAND
GROWTH
Light
Buyers’
impact
on
sales

36.
50
38
25
13
0
1
2
3
4
5
6
.
.
.
.
.
12
.
.
.
.
.
.
.
.
.
.
.
Percentage
of
Kellogg’s
Special
K
buyers
buying
Kellogg’s
Special
K
X
=mes
in
the
U.K.
Number
of
purchases
THIS
IS
PROVEN
ACROSS
CATEGORIES
Source:
Kantar
WorldPanel
UK
from
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
Light
Buyers’
impact
on
sales

37. 12.500
9.375
6.250
3.125
0
1
2
3
4
5
6
7
8
9
Number
(millions)
of
Pantene
buyers
buying
Pantene
X
=mes
in
the
U.S.
Number
of
purchases
EVEN
FOR
HAIR
CARE
-­‐
-­‐
-­‐
-­‐
-­‐
-­‐
Source:
John
Dawes
Panel
Data
provided
by
Mar=n
Weigel
Canalside
Light
Buyers’
impact
on
sales

38. Source:
Karen
Nelson-­‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
LIGHT
BUYERS
ARE
LESS
LIKELY
TO
BE
FOUND
ON
BRAND
SITES,
WHICH
HEAVY
BUYERS
DOMINATE

39. THIS
IS
WHY
SUCCESSFUL
BRANDS
ADVERTISE
BEYOND
OWNED
CHANNELS

40. IN
CREATIVELY
POPULIST
WAYS…

41. WITH
THE
GOAL
OF
BUILDING
NEW
AND
REINFORCING
OLD
MEMORY
STRUCTURES…

42. IT’S
ALL
PART
OF
A
BIGGER
PLAN
TO
DRIVE
MENTAL
AVAILABILITY,
WHICH
IS
KEY
TO
GROWING
MARKET
SHARE

43. THIS
IS
DONE
THROUGH
STRONG
INCREASES
IN
PENETRATION,
NOT
LOYALTY
Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK
Detergent
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg.)
Persil
22
41
3.9
Ariel
14
26
3.9
Bold
10
19
3.8
Daz
9
17
3.7
Surf
8
17
3.4
Average
3.7
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot

44. Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK,
Nielsen
USA
AS
SEEN
ACROSS
CATEGORIES
I.E.
SHAMPOO
U.S.
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Shampoo
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg)
Suave
Naturals
12
19
2.0
Pantene
Pro-­‐V
10
16
1.9
Alberto
VO5
6
11
1.6
Garnier
Fruc=s
5
9
1.7
Dove
4
8
1.5
Finesse
1
2
1.4
Average
1.7
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot

45. Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK,
Nielsen
USA
…AND
COUNTRIES
:
I.E.
SHAMPOO
U.K.
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Shampoo
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg)
Head
&
Shoulders
11
13
2.3
Pantene
9
11
2.3
Herbal
Essences
5
8
1.8
L’Oreal
Elvive
5
8
1.9
Dove
5
9
1.6
Sunsilk
5
8
1.7
Vosene
2
3
1.7
Average
1.9
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot

46. BOTTOM
LINE:
YOUR
BRAND’S
HEALTH
DEPENDS
ON
LOTS
OF
PEOPLE
WHO
DON’T
KNOW
YOU
WELL,
DON’T
THINK
OF
YOU
MUCH
AND
DON’T
BUY
YOU
OFTEN,
IF
AT
ALL.
Mar6n
Weigel

47. REACHING
ALL
BUYERS
IS
VITAL.
TO
INCREASE
AND
MAINTAIN
BRAND
GROWTH,
LIGHT
&
NON-­‐BUYERS
MATTER,
NOT
JUST
LOYALS.
SHOOT
FOR
FAME
AND
USE
HIGHLY
EMOTIVE
CONTENT
BASED
ON
PEOPLE’S
INTERESTS,
THAT
IS
EASY
TO
INTERACT
WITH,
BACKED
BY
A
STRONG
MEDIA-­‐BUY
AND
DISTRIBUTED
FAR
BEYOND
BRAND
COMMUNITIES.

48. Nigel
Rahimpour
Planning
Director
Nigel.Rahimpour@gmail.com
THANK
YOU!