Why Us

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Why we’re different.

Our agency’s marketing solutions and strategic development are underpinned by evidence-based marketing. Evidence based marketing derives from marketing science. This ‘marketing science’ was developed by research professors at UniSA’s Ehrenberg Bass Institute.

Marketing science, in essence, outlines empirical laws of consumer behaviour that have been observed across a number of different markets, categories and countries. These laws provide an evidence-based framework for decision making so that we can develop effective marketing solutions that work.

The institute’s research is used and supported by leading brands across the globe including: Coca-Cola, Kellogg’s, Colgate, Proctor & Gamble, Kraft, Network Ten and Mars.

These empirical marketing laws are outlined below:

  • Double Jeopardy Law – brands with minimal market share have fewer customers and those customers are also less loyal to brands.
  • Retention Double Jeopardy Law – All brands lose customers and this is proportionate to brand size.
  • Pareto Law (60/20) – 60% of sales derive from the top 20% of brand customers (heavy buyers). The remaining 40% of sales derive from the bottom 80% of brand customers (light buyers).
  • Law of Buyer Moderation – light buyers buy more often over long lengths of time, as their basket sizes are minimal. On the other hand, heavy buyers buy less often over long lengths of time, as their basket sizes are larger and therefore, more replenishable over time than those of light buyers.
  • Natural Monopoly Law – Brands with large market share attract more light buyers which accelerates their growth.
  • Customer Bases Do Not Vary Much – Competing brands sell to very similar customers.
  • Attitudes And Brand Beliefs Reflect Behavioural Loyalty – Consumers naturally know and say more about the brands they use. Consequently, they say little about the brands they do not use, as they are unfamiliar.
  • Usage Drives Attitudes – customers of competing brands express very similar attitudes and perceptions of their respective brands.
  • Law of Prototypically – Image attributes that describe the product category are more commonly associated with a brand than less prototypical attributes.
  • Duplication of Purchase Law – All brands share customers in line with their market share. Therefore, brands with minimal market share, share a large proportion of their customer base with large brands. And large brands share a minimal proportion of their customer base with small brands.
  • Negative Binomial Distribution (NBD Dirichlet) – A mathematical model of how buyers vary in their purchase propensities. This relates to how often they buy and which brands they buy.

These laws underpin our strategic development so we can deliver effective marketing results for your business.

To find out more about these laws, visit the Ehrenberg Bass Institute for Marketing Science website here.

To learn more about the application of these laws in business, buy the book here.

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