Marketing meeting: Attention brand burnout
More than 100 marketing and communications executives accepted the invitation to the fourth marketing meeting hosted by Mediaschneider and Plan.Net Suisse at the Widder Hotel in Zurich. This year’s meeting focused on the topic of brand burnout.
Peter Haller, Managing Director Serviceplan Group, and Wolfgang Twardawa, GfK Panel Services, showed why manufacturer brands are continuously losing market share to retailers' value-added brands and thus becoming burnout brands. A decisive factor here is the fact that 50 percent of marketers change brands every two years on average and 47 percent of the biggest campaigns change their appearance every two years. Added to this are excessive markdowns on promotions and a declining number of shopping trips. As a result, burnout brands are replacing loyal repeat customers with disloyal occasional shoppers, which leads to a loss of market share in the longer term.
Barbara Evans, Facit Media Efficiency, and Monica Saeger, Serviceplan Group, used practical examples to demonstrate how to find a way out of this burnout trap. Shifts in priorities from rational, sales-oriented communication to emotional, brand-oriented relationship marketing play a decisive role here.
During the subsequent stand-up lunch, the burnout trap was lively discussed among the guests.
