In the latest episode of the AANA’s Marketing Dividends program Kellogg’s marketing director for ANZ, John Broome reveals the science behind the food brand’s marketing strategy.
Broome explains how the mathematical evidence that the Ehrenberg-Bass school of marketing provides helps to drive growth for Kellogg’s and he believes that it applies equally to most FMCG businesses.
“I have to divert 80% of my marketing effort into reaching as many people as I possibly can for them to purchase my brand. At the end of the day, breakfast cereal and indeed snacks are repertoire categories. We have to reach as many of our light users as we can. There are many, many more light users out there than there are loyal users. We have to reach all of them in order to sustain the business,’’ he said.
Although not widely known, Ehrenberg-Bass is considered by some to be the only science in marketing and one that Broome believes helps him communicate the value and contribution marketing makes to the board.
Broome told James Hier, chief strategy office for MEC Global and host of the program, that you have “to become an advocate and think through the lens of economic thinking.’’
When asked by Hier how marketers need to better communicate with the senior execs, Broome responds: “Ehrenberg-Bass actually is the language of the C-suite. It does lean more towards the scientific, empirical, economic language that lends more credibility in the boardroom, we need to speak through that lens,’’ Broome said.
Watch the full episode below.
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