Pedro Porto Alegre’s Post

What's the name of the HVAC company that does your furnace maintenance? Last week at one of Chris Kneeland's talk at The Gathering Summit, he put up a great chart on the screen that overlaid purchase frequency vs usage frequency. This is a great framework to think through as we look at the brands we own and work with - and how depending on where your brand sits, what you should be focusing on. In this week's Marketing Chronicles column, I do a deep dive into the topic of frequency. How have brands like Trager managed to become so top-of-mind when their BBQs are only bought once every 20 years? "I’ll give a personal example—my barbershop, Foundation Barbershop right here in Calgary. I typically get a haircut once every 4-6 weeks. It’s an OK purchase frequency, enough to keep the brand top of mind for me. However, the owner at Foundation (who happens to be my old college buddy) does a fantastic job at keeping his customers engaged in between visits: he’s created amazing barbershop swag, partnered with local artists to create custom art for his shop, posts on Instagram daily, throws parties for his customers, has an open-door policy for people to come in and watch the soccer game (even if they don’t need a haircut), and so on. This simple strategy of creating more real or artificial touchpoints is enough to make his independent business a staple in the hip neighborhood of Inglewood." Check it out in the link in the comments below, and don't forget to SUBSCRIBE! 👇 #branding #strategy #marketing