a single source, nothing corroborates it
Stop spending when the incumbent is simply better
Advertising cannot fix a product people are right to reject. One retailer ran awareness campaigns, matched prices, sponsored local athletes, held events and published a magazine, and customer behaviour did not shift, because the alternative genuinely served those customers better. When that is the situation, every additional dollar of media is a slower way of learning it.
The method
- 01
When the incumbent behaviour genuinely serves customers better, no amount of campaigning rescues you - awareness campaigns, matching prices, sponsoring local athletes, running events and publishing a magazine will not move them.
What it returned
All of those tactics were tried at The Real Deal and none changed customer behaviour.
Sources
- Can you change customer behavior?Justin Jackson · justinjackson.ca · Can you change customer behavior? · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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