The age-old 80/20 rule in marketing, which suggests that 80% of sales come from 20% of customers, has long guided brand strategies. But is this the whole story when it comes to sustainable brand growth?
In this episode of Marketing Science Lab, we delve into the research paper "Where is the brand growth potential? An examination of buyer groups" to explore the often-overlooked power of light buyers and non-buyers (Trinh, 2024).
The Foundation and the Walls: Heavy Buyers vs. Light Buyers
Think of your brand as a house. Your loyal, heavy buyers are the solid foundation. They are essential for stability and consistent revenue. But you can’t have a house with just a foundation. You need walls, and that's where light buyers come in.
These occasional purchasers already know your brand and have even bought from you a few times. They represent a significant opportunity for growth because they are not yet fully committed to your brand or your competitors. They are splitting their spending across multiple brands, which means there’s more room for you to capture a larger share of their purchases.
Untapped Potential: The World of Non-Buyers
Surrounding our metaphorical brand house is a vast, open space: the world of non-buyers. These are the individuals who haven't even considered your brand yet. While they may seem like a daunting target, they hold immense potential, especially for smaller brands looking to rapidly expand their customer base.
Strategies for Unlocking Growth
For Light Buyers:
Targeted Advertising: Focus on what makes your brand unique. Instead of generic messaging, highlight your unique selling points to entice light buyers to choose you over the competition.
Loyalty Programs: Even small rewards can incentivize light buyers to consolidate their purchases with your brand.
For Non-Buyers:
Influencer Marketing: Partner with individuals who have a strong following and credibility within your target market. This allows you to leverage existing relationships and the trust that the influencer has built with their audience.
Content Marketing: Provide valuable information that establishes your expertise and builds trust with potential customers. This could include blog posts, social media content, and how-to videos.
Quality Over Quantity
It's crucial to remember that limited resources require strategic focus. Don't try to do everything at once. Instead, choose one or two key strategies to start with, measure the results, and learn from the process.
Identify where your biggest area of opportunity lies – is it converting light buyers or expanding your reach to non-buyers? Then choose a strategy that directly aligns with that goal.
Key Takeaways
This research offers valuable insights for any business looking to grow. It challenges the traditional emphasis on heavy buyers and sheds light on the untapped potential of light buyers and non-buyers.
Remember:
There's always room for growth. Don’t assume you've captured all the potential in your market.
Understanding your customer base is key. Identify where the headroom for growth exists and tailor your strategies accordingly.
Don’t be afraid to experiment. Try new approaches and see what works best for your brand.
By focusing on the right customer segments and implementing targeted strategies, you can unlock sustainable brand growth and build a thriving business for the future.
Interactive Study Guide: https://quizlet.com/study-guides/unlocking-brand-growth-light-buyers-and-non-buyers-5f1a528b-b8d8-491c-84db-774c43cac9b2?i=3i62em&x=13qt
Source:
Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Marketing Letters 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7
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