The 95-5 rule, the 81% and the 8 times more

An insightful article in the August Modern Marketing by Lauren Pybus of Euphoria Telecom https://modernmarketing.co.za/human-signal-is-the-new-distinctiveness/ talks about earning a place in the buyer’s mind and how 81% of purchases go to a brand already known and recognised before a tender/bid/buy process is done.  The confidence to say yes, to buy, is inherent from a strong brand.

Advertisers and marketers who chase the 5% who are actively “shopping” are missing the value of the crucial 95% who enter the market at some future point.  Brand positioning is more important than competing on features or spec sheets.  When buyers feel a value (pride, confidence or lower risk) in a potential supplier relationship, they are also more likely to pay a premium.  Eight times more likely, according to the Google/CEB/Motista study.

Cut through the category.  Win the market share and the deal by being the “brand the buyer already trusts, already remembers and already believes in”.

Our Avenue platforms can do this for you. 

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