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How not to plan: what matters most in 2025 - Les Binet and Sarah Carter
Jan 8, 2025
Les Binet, a marketing effectiveness guru and author, joins forces with Sarah Carter, co-author and data analysis expert, to tackle the pressing issues for marketers in 2025. They assert that consistency in advertising is key to success, discussing how the age of purpose may be fading. The duo highlights the disconnect between marketers and their audience, emphasizing emotional connections over trends. They delve into the power of Out of Home advertising, advocating for creativity while maintaining brand integrity.
01:08:41
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Quick takeaways
- Long-term consistency in marketing campaigns significantly increases brand effectiveness and fosters customer loyalty, as evidenced by McCain's decade-long success.
- Marketers must recognize they are not the typical customers, as this disconnect can lead to misguided advertising strategies and ineffective campaigns.
Deep dives
The Importance of Long-Term Consistency
Long-term consistency in marketing campaigns significantly enhances brand effectiveness, as demonstrated by McCain's decade-long campaign that successfully improved pricing power and profit margins. The campaign’s consistency helped the brand maintain relevance and emotional connections with consumers over time. This stability not only fosters customer loyalty but also reduces price sensitivity, proving that brands can benefit from sustained marketing efforts rather than short-term promotions. Insights from family-run businesses emphasize this trend, showing how their generational thinking often results in campaigns that prioritize long-term objectives.
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