Selling to the Salesmen: Overcoming consumer cynicism in a crowded market

Cindy Gallop

An account planner with BBH gave a talk at the IPA Society on 18 November 1991, on 'Women as a brand in the advertising market place'.
Agency: Bartle Bogle HegartyAuthors: Cindy Gallop

Selling to the Salesmen: Overcoming consumer cynicism in a crowded market

INTRODUCTION

This is a case which involved a product of abstract intrinsic value launched into a highly competitive market place, where forward sales do not necessarily guarantee the desired confirmed sales, and profitability can actually be a victim of sales success.

RESULTS

As the following figures demonstrate, our product nevertheless managed to transcend these difficulties to achieve record highs of forward sales (Figure 1), confirmed sales (Figure 2), income (Figure 3) and, within...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands