Zurich, 9 April 2019 – GfK Switzerland, Serviceplan Suisse, Plan.Net Suisse, Mediaplus Suisse and Mediaschneider held a Brand Roadshow at the Widder Hotel in Zurich on Tuesday 9 April 2019 – the tenth time this successful series of events has been held in Zurich. Notable speakers presented a range of innovative approaches on the topic of “The undervalued target group – regular customers and their importance for achieving brand success”.
The biggest threat faced by brands is losing their regular customers. This challenge can be counteracted with the help of marketing intelligence and is the main topic of the Brand Roadshow 2019 organised by the Serviceplan Group and GfK. The findings revealed in the Roadshow are based on GfK studies and a survey of marketers.
The general bonding behaviour in society is growing – for example, the number of weddings has been rising for years – however, brand loyalty among customers is steadily declining. According to GfK’s latest findings, brands are losing regular customers at an average rate of 30 per cent per year – a fact of which many marketers are not aware. At the same time, however, regular customers account for just under 70 per cent of a company’s sales.
This topic is the main focus of the Brand Roadshow 2019. The key message is that brands need to do more than simply increase their media budget and thus their reach in terms of defined demographics. Instead, a new type of marketing intelligence is required, one that, above all, focuses on advertising impact and planning in real time.
This year’s Brand Roadshow demonstrates that regular customers are fundamentally important for the turnover a brand generates: not only do they generate 70 per cent of the turnover, but they also ensure higher market shares for brands with an above-average share of regular customers as well as for an increase of almost 50 per cent in the prices on the market. In addition to this, 75 per cent of new customers only make one-off purchases. Despite these facts, 80 to 90 per cent of a brand’s communication budget is spent on bringing in new customers.
If brands want to reach new customers, they have to be addressed with the same brand values as the regular customers – another key finding revealed in the marketing event. Therefore, the traditional planning approach used in brand management has to undergo a fundamental change and the loyalty factors have to be analysed at the very beginning of this approach.
* About the Brand Roadshow
As part of the Brand Roadshow that is held once per year (previously under the name of Marketing Meeting), the Serviceplan Group and GfK provide insights into highly topical subjects at various locations in the German-speaking world. Notable speakers present the latest research findings as well as new tools and practical concepts to expert guests from the marketing scene.