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ACTIVATE THE CUSTOMER...NOT THE BRAND.


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ACTIVATE THE CUSTOMER...NOT THE BRAND.


 

the CUSTOMER IS THE real driver of sales and profit. 

Brand activation has become an over-used buzzword in today’s sales and marketing world. It has become confused - used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale.

It's consumers, not brands that wield the power.  As the gap between brands and consumers grows, the challenge is to identify those critical points in the consumer purchase journey which trigger the final ‘moment
of sale’.

A new book: ”Brand Activation: Implementing the Real Drivers of Sales and Profit” explores the changing nature of consumer purchase behavior and how brands need to re-think their approach to sales activation. 

 
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FROM BRAND ACTIVATION TO 'ACTIVE' CUSTOMERS.


FROM BRAND ACTIVATION TO 'ACTIVE' CUSTOMERS.


CONSUMERS are making their final purchase decisions closer to the point of sale.

As the gap between brands and consumers widens, today’s purchase decision journey is subject to multiple interruptions, diversions and delays.

Consumers are less influenced by traditional above-the-line media and more influenced by personal forms of connections and ‘interruptions’ on the way to the checkout.  This is where the real activation opportunities lie.

ABOUT THE BOOK AND THE AUTHORS


Brand Activation: Implementing the Real Drivers of Sales and Profit takes a deeper look at how consumers are navigating the purchase journey.

ABOUT THE BOOK AND THE AUTHORS


Brand Activation: Implementing the Real Drivers of Sales and Profit takes a deeper look at how consumers are navigating the purchase journey.

In our first book, Death of the Salesman, we argue that continued reinvention of the sales function is critical for organisations seeking competitive advantage. The focus has to be on the ‘moment of sale’ since it is only at this point that real value is created – for the organization and the consumer.

Brand Activation: Implementing the Real Drivers of Sales and Profit, we argue that there is an urgent need to re-think the role of activation in the modern marketplace. What actually triggers the final decision to purchase? What is the link between activation and purchase and how can this relationship be measured?

The book provides a blueprint for connecting with customers in the modern marketplace.

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ALEX MCKAY

Alex is a subject matter expert in outsourced sales and marketing.
He is the co-author of national and international retailing books and a
variety of whitepapers. His first book ‘Death of the Salesman’ has been published in 3 languages and examines the way in which the sales function has evolved, and continues to evolve, in response to the changing dynamics of the contemporary marketplace. As the Chairman of CPM Australia and Thailand, he continues to support brands define their optimum points of influence.
Alex holds an MBA, is a Fellow of the Australian Marketing Association, and
in his spare time competes as a professional golfer on the Asian Senior Tour.

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GRAHAM BROWN

Graham has been championing effective ideas for over 30 years. With his deep understanding of the retail environment, he is a subject matter expert in outsourced sales and consumer marketing. Graham has co-authored national and international retailing books plus a variety of whitepapers. Graham has worked across FMCG, energy and telecommunications sectors where he’s helped some of the worlds’ biggest brands reach more customers and sell more products in cost competitive environments. He is a Fellow of the Australian Institute of Management.

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NEALE SKALBERG

Neale is a founding director of LAM Agency and has a number of awards and more than 20 years of high level retail creative in the sales marketing industry behind him. His ability to convert ideas into sales is one of his dominant characteristics. Neale has delivered creative solutions for a broad range of clients in sectors as diverse as fast food, banking, defence, and retail telecommunications. ‘Contagious passion’ is a phrase used to describe his attitude to work and life.