Kellogg’s Marketing Director, ANZ, John Broome delivers a compelling insight into the science of marketing, drawing on the Ehrenberg-Bass Institute in Episode 10 of Marketing Dividends presented by the AANA.
Broome explains how the mathematical evidence that Ehrenberg-Bass provides helps to drive growth for Kellogg’s and 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,’’ Broome 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 explains that you have “to become an advocate and think through the lens of economic thinking.’’ He outlines how Ehrenberg-Bass complements his use of econometrics, which, when combined, provide proof points that give marketing more credibility in the boardroom.
“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.