Give me your thoughts, people. Am I earning share or am I earning share?
Saturday, April 10, 2010
4 B's Worksheet
Um, can we take a step back to Sources of Volume please? My usual tactic of ignoring what I don't understand and blindly plowing ahead is not so successful right now. It's going to be difficult to correctly do my segmentation, targeting and positioning without correctly identifying bodies, beliefs, behaviors and benefits.
Give me your thoughts, people. Am I earning share or am I earning share?
Give me your thoughts, people. Am I earning share or am I earning share?
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Since your key metric is Number of visits to Fast Food restaurants, you are stealing share from fast food restaurants who are your competitors.
ReplyDeleteHowever, I don't think your metric should be "no of visits to fast food restaurants" because fast food restaurants started to offer salads, apple etc. And some of the fast food restaurants are good for you. So this metric is quite ambiguous.
I believe the more important metric is "no of unhealthy meals a week".
This is a more trackable and realistic metric.
I like the idea of the metric Pinar mentioned above. You could still keep your original metric if you decided that any visit to a fast food joint equals an unhealthy meal (regardless of what is ordered). The only issue with this is that Pinar identified the counterargument for this that could sink the effectiveness of your message. Your behavior for Earn/Share could become I eat more healthy meals during the week or it could be I eat rarely at Fast Food and more at Home which could be more in line with the goals of your organization.
ReplyDeleteThis is good advice. Thanks!
ReplyDeleteYea I think you're earning share from the fast food companies. However, then Michigan Steps up is not the category leader of your category definition--lifestyles? That makes sense to me!
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