5.5
Reach Maximisation
The prescription, following from buyer-base structure, to reach as many category buyers as possible as continuously as possible rather than concentrating on heavy buyers.
Byron Sharp (2010), extended in Romaniuk & Sharp (2015); empirical root in Ehrenberg
What it does
Growth comes from broad continuous reach into light and occasional buyers, not from deepening heavy ones. The efficiency promise of narrow targeting is usually a growth loss.
When it breaks
Inverts where the buyer universe is genuinely small and enumerable — a 300-account B2B list is a case where targeting really does pay.
Case
The load-bearing evidence is buyer-base structure rather than a campaign: in How Brands Grow, even a brand as large as Coca-Cola draws the majority of its sales from buyers who purchase it only once or twice a year, so a plan optimised for heavy buyers is addressing a minority of revenue.
Sharp — How Brands Grow ↗Diagram — not yet drawn
A buyer-frequency distribution with the long thin tail shaded to show where most volume actually sits, and the heavy-buyer spike left unshaded.
In the wild
Unvetted · not part of the tier assessment
What has been written about this tool in the last twelve months. Machine-retrieved and unchecked — everything above this line was checked.
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