In October 2015 the plastic bag charge was introduced in England.
5p for a single-use carrier to help with our shopping.
A cost smaller than anything that’s going to be placed in it.
We’ll happily buy a pint of milk, loaf of bread and a tin of beans – but then refuse to part with less than 3% of the cost to make our walk to the car easier.
Choosing instead to opt for a quick game of Crackerjack (ask your mum) on the walk across the car park.
Since its introduction, Tesco, the UKs leading supermarket have reported a 78% drop in the amount of plastic bags they give out.
The right encouragement can alter habits.
Meeting after presentation after briefing, we discuss conquest business versus that awful term ‘low hanging fruit’.
Where should we focus hard working budgets?
Comfortable brands with smaller spends tend to pursue solely the path of retaining consumers.
Nurturing loyalty is easier and less expensive than customer acquisition.
Even within our own industry, Business Development experts line up to tell us growth is easier from existing clients than winning new ones.
This is a limited and dare we say it, boring strategy though.
Changing behaviour, getting people to break habits is a tough ask.
When a brand’s problems are tougher, retention is only part of the solution.
You have to go on the hunt to either expand into new markets or actively lure your competitors customers to sample your wares.
These are the briefs we relish. True tests of our marketing prowess.
Success requires bravery and different thinking.
The safe option only makes existing customers (and board rooms) temporarily feel warm about their choices.