When you look at the data, one thing becomes clear: brand growth is driven by getting more customers.
While this might seem obvious, much of marketing is misguidedly focused on theories about changing or influencing buyer behavior. For 25 years, we’ve applied science to our approach, refining it into a proven method that works.
Here’s what we’ve learned: Brands with smaller market share have fewer buyers, and those buyers tend to be slightly less loyal. On the other hand, brands with larger market share have more buyers, and those buyers tend to be slightly more loyal. This pattern is explained by the Double Jeopardy principle, which applies consistently across different business categories, markets, and media.
As a result, marketing efforts should use media to prioritize driving penetration—bringing in more customers to increase market share. As market share grows, loyalty, measured by average purchase frequency, will naturally follow.
Why Livolsi Media?
Using empirical evidence, and law-like principles for human systems, we’re now able to answer the two age-old questions in advertising that Ogilvey himself couldn’t answer; what part of the ad spend is wasted? And how much frequency is the right amount? For clients tired of theory and uncertainty, we are your breath of fresh air.
How are your media and marketing decisions designed to achieve new reach?
Industries
With our deep media experience and broad industry knowledge, Livolsi Media has been helping business meet their goals for over 25 years. Our industry experience includes healthcare, education, retail, manufacturing, beauty, technology, packaged goods, fast food, non-profits, and more. We’re ready to help you lead in your industry.
