Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many households buy your brand at all, even once?
What happens in it: Watch the idea unfold: a brand’s loyal buyers, the households it never reaches, and the number that shows the gap. In Your call you make the decisions in a real case: Meadowbrook’s yoghurt is doing well: revenue up 18%, repeat purchase up 12%, satisfaction high. For the first time I work out our brand penetration: 68,000 unique buying households out of 850,000 target households. Then, in the boardroom, you make the case to Nancy, the loyalty director, in three questions.
How it works: five scenes in about 30 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 2 of 5 in the Market position season of the Marketing series.
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