#25 Byron Sharp - how marketing really works
Description
Byron Sharp is one of the global leaders in marketing research and the author of the best-selling book ‘How Brands Grow’. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs.
(0:00 ) Introduction and 'How Brands Grow'
(2:35 ) Using science to identify law-like patterns in marketing
(6:06 ) Is it more profitable to retain customers than to acquire new ones?
(11:00 ) Do loyalty programs actually work?
(16:20 ) Segmentation, targeting, and the reality of buying personas
(19:41 ) Making smart media choices
(21:52 ) Why price promotions don't work
(24:33 ) Does every brand need a higher purpose?
(29:24 ) McDonald's and differentiation vs. distinctiveness
(36:45 ) How marketing really works
(45:17 ) Crafting the right message
Learn more:
https://generogrowth.com/
https://www.marketingscience.info/
https://www.linkedin.com/in/professorbyronsharp/
United States
