Winning the brand share battle
As brands compete for share of mind and spend in an ever-changing market, building and sustaining a position of strength is essential to retain and grow existing customer relationships, attract new ones, and explore untapped opportunities.
ConversionModel helps you do this by providing clear understanding of the trends, context and nuances that affect consumer behaviour and the marketing activities that will most efficiently drive growth.
Questions that ConversionModel can answer:
- How can I track brand performance, assess the competitive landscape and reflect consumer behaviour?
- Which competitors can I gain share from and which should I defend against?
- How do market triggers and barriers impact key moments?
- What marketing activity will most efficiently drive growth?
A major European network operator needed to evaluate which new markets would provide the greatest opportunities for expansion.
We used ConversionModel to analyse consumers’ needs and assess their commitment to incumbent brands across a range of different countries.
We identified the most promising markets, with the largest number of people open to changing their current provider.
The client launched a new operator brand into the two most promising markets, achieving more than 10 per cent penetration within the first 18 months.
An initially successful new mobile operator was struggling to increase its market share beyond 2-3%, and battling low retention rates.
We used ConversionModel to explore the brand’s competitive strengths and weaknesses in different regions, and reveal the market dynamics influencing brand choice, retention and conversion.
Weak network signals and late delivery of SMS messages were a barrier to brand loyalty and acquisition. Only those who were very young, and prepared to compromise quality in search of low prices, tended to remain loyal to the brand.
Our client’s market share doubled, and retention rates increased by 50%.
Key benefits of using ConversionModel:
The world’s most validated brand equity system
Pinpoints the market triggers and barriers that impact key moments to help you drive growth
Identifies the right strategy to achieve growth in share
Fast, scalable and mobile-ready for an adaptive brand tracking programme that can incorporate social and other data for granular action planning
ConversionModel is one of our Brand & Communication research tools