Chapter
The Value of Advertising to Uncover the 97% of Potential Customers not in Market
1:03:22 - 1:13:35 (10:13)
Advertising can be an effective way to reach the 97% of potential customers who are not actively looking for your product or service, according to this podcast. Direct marketing can be difficult, and advertising can increase response rates to direct mail campaigns by uncovering new customers.
Clips
Businesses tend to focus more on easily quantifiable strategies, but investing in hard-to-measure initiatives such as advertising to a wider audience can also yield significant results.
1:03:22 - 1:07:19 (03:57)
Summary
Businesses tend to focus more on easily quantifiable strategies, but investing in hard-to-measure initiatives such as advertising to a wider audience can also yield significant results. Optimizing the bottom of the funnel is important, but a bottleneck in the conversion process should be addressed first.
ChapterThe Value of Advertising to Uncover the 97% of Potential Customers not in Market
EpisodeE165: The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland
PodcastThe Diary Of A CEO with Steven Bartlett
The speaker reflects on the effectiveness of direct marketing for lesser-known products, citing American Express and their response rates to mass media advertising.
1:07:19 - 1:10:11 (02:52)
Summary
The speaker reflects on the effectiveness of direct marketing for lesser-known products, citing American Express and their response rates to mass media advertising. Additionally, they discuss the advantage of having a strong brand in the game of capitalism.
ChapterThe Value of Advertising to Uncover the 97% of Potential Customers not in Market
EpisodeE165: The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland
PodcastThe Diary Of A CEO with Steven Bartlett
Dave Trott discusses the difficulty in measuring the effect of brand on price elasticity and the ability to command a premium in sales.
1:10:11 - 1:13:35 (03:24)
Summary
Dave Trott discusses the difficulty in measuring the effect of brand on price elasticity and the ability to command a premium in sales.