The 95:5 Rule: Why Performance Marketing Gets It Wrong

Written By Matt Arbon
 

SEE NOW. BUY LATER.

That's how advertising works for most people.

Approximately 95% aren't in-market when they see your ad, according to Professor John Dawes' 95:5 rule.

Most buyers will make their decision based on a shortlist of brands they already know. If your strategy is to reach them just before they buy, you're too late. Their shortlist of 2-3 brands is already set and can't be changed. This is why performance marketing falls short.

So if you're not getting results today, those memories needed to be built months ago.

Do the work today, to get More BANG for your Brand tomorrow.

 
Matt Arbon
Matt Arbon is a Creative Director and Copywriter based in Sydney, Australia. INTERESTS: Bookworm, Sportsnut (AFL to NBA), Albums > Singles, Cats + Dogs. EDUCATION: Bachelor of Design (UWS Nepean), AWARD School (Top 20) EMPLOYMENT: Creative Director / Copywriter at Workshop Australia (May 2012 - February 2015) Art Director at SapientNitro (June 2009 - May 2012) Junior Art Director (Intern) at JWT (April 2009 - June 2009) Junior Art Director (Intern) at DBB (January 2009 - April 2009)
mattarbon.com
Next

From Flaws to Features: How Weird Wins in Branding