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The Forgotten Customers: Those Who Aren’t Buying From You… Yet

By Tatu Ahonen, Ahooy Creative

During World War II, Allied military strategists were eager to reinforce their aircraft for better resilience during combat missions. An extensive examination of the returning planes revealed that they were most frequently hit in the wings, tail, and fuselage. The initial reaction? Strengthen these parts.

However, statistician Abraham Wald challenged this conclusion. He pointed out a critical flaw in their reasoning: the analysis was based only on the planes that had returned from missions. Wald suggested that attention should instead be focused on the areas that were hit on the planes that didn’t make it back – the cockpit, engines, and fuel tanks. These, he argued, were the truly vulnerable parts. This perspective completely transformed their approach.

Survivor bias, the phenomenon of making decisions based on an incomplete set of data, like those planes that survived, is still prevalent in decision-making today. It sheds light on why sales and marketing often seem to be at odds.

Sales teams typically focus on customers who have “made it through” the sales funnel. Their world revolves around the consideration stage of this funnel, celebrating victories to the executive team. While sales are crucial, there’s a common misconception that the customer’s decision is solely based on the facts and expertise presented by the salesperson. In reality, customers often have already made a subconscious decision before even meeting the salesperson, having navigated their way through the funnel to that point. By focusing only on the conversion or the final purchase, a distorted view of what truly attracts and engages customers can emerge.

Today’s trend in performance marketing – digital marketing focused on optimizing for results – creates a similar illusion. It’s all about conversion: did the customer leave a lead, make a purchase, download something? Digital metrics show the hits, but not the misses. Corner offices obsess over short-term ROI, pushing marketers to pour all their efforts into reaching those ready to buy. Logical, yes, but myopic.

A study by LinkedIn and the Ehrenberg-Bass Institute compared the long-term effectiveness of brand marketing versus performance marketing. The hypothesis? That well-optimized, conversion-focused digital marketing would trump the seemingly whimsical world of brand marketing. The long-term results, however, surprised many. Brand marketing proved more effective than performance marketing in terms of efficiency.

A deeper understanding emerges when considering the potential audience of a brand, along with the time window. This gave rise to the 95-5 rule, particularly relevant in the B2B world. It suggests that the vast majority of potential customers – 95% – are not looking to purchase your services right now. But later, they likely will, as businesses infrequently acquire new products or services. By focusing solely on the immediate 5% ready to buy, companies miss the opportunity to impact a broader audience – those not currently in the buying cycle.

This leads to a somewhat paradoxical conclusion: target your marketing broadly at those who aren’t buying right now. Invest in branding so that when the window of opportunity opens, your brand is top of mind. Market share is captured by companies that are remembered, as the most crucial search engine still lies within the human mind. The same study reveals that even with a smaller media budget, but with creative execution, you can outshine the tactical ad spreads of giants.

This finding doesn’t mean we should entirely shift gears and stop tactical marketing or stop optimizing for conversion. Both are needed. Customers still require credible prompts at the moment of consideration, but the focus of marketing communication can be safely shifted from short-term sales to brand marketing. It turns out, this approach not only builds long-term brand value but can also drive immediate sales.

Let’s think broader than the obvious, like Abraham did. To sell more, hire the best, and market more effectively, strengthen the most critical part: the perception of your brand. A lesson well researched and worth learning.

Ahooy is an independent creative agency based in Kuopio, Finland. For over two decades we have grown alongside exceptional individuals, groups, and companies in our community, earning their trust while collaboratively creating unique brand experiences that build business and fuel progress. Let us help lift your company brand, image and communication to the stars.

If you believe in your brand, there’s a good chance we do too. We’d love to hear from you and get to know more about your business to see if we can help.

Jukka Voutilainen

Sales Director

+358 45 279 6704

jukka.voutilainen@ahooy.fi

Ahooy Creative

Transform Your Brand. Transform Your Business.

Microkatu 1, M-osa
70210 Kuopio

Audra Shallal, Vice President of Corenvest; EBAN

The process of raising money for a business venture begins with a great pitch. The « elevator pitch » is an extremely concise presentation of an entrepreneur's idea, business model, company solution, competitiveness and marketing strategy delivered to potential investors. The workshop, conducted by a seasoned entrepreneur/business angel and an expert in Pitch Coaching, will highlight some of the key steps involved in presenting an effective pitch and will provide attendees with inspiration, effective tools, and increased awareness of the challenge of entrepreneurship in today’s highly competitive business environment.

CONTENT:
x The construction of a powerful one-minute pitch.
x Identification of Key Elements investors require in a 10-minute presentation.
x The process of Fine-Tuning Investor Ready Skills to pitch to investors in the marketplace, engaging them to want to know more about your project and the potential of being interested in possibly investing in your company.

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Sointu Borg on puhuja, yrittäjä, ekonomi sekä media- ja somepersoona. Isomman yleisön tietoisuuteen hän nousi voitettuaan realityformaatti Diilin vuonna 2021. Soinnun rajoja rikkova ja räiskyvä asenne hakee vertaistaan! Terävä, sensuroimaton ja huumorilla höystetty ulosanti kuuluvat naisen tavaramerkkeihin.Sointu kuuluu tällä hetkellä Suomen kysytyimpiin ja mielipiteitä herättävimpiin henkilöbrändeihin. Hän omaa runsaasti kokemusta juontamisesta, kameran edessä työskentelystä, puhumisesta sekä
esiintymisestä.

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Join us for an insightful presentation on the important role of teamwork in fostering intellectual property (IP) within growth companies and startups. This session will look at how different roles - from technical to creative to business strategists - each contribute uniquely to IP creation. How technical experts innovate with unique technologies and software, creatives enhance branding and design, and strategists develop game-changing business models and trade secrets. The focus will be on the synergy between these diverse roles and how their collaboration is key to building rich and powerful IP assets. This presentation aims to inspire companies to unlock the full potential of their teams, driving IP success and fostering business growth.

Suvi Julin, Lawyer, Patent Attorney, European Trademark and Design Attorney

Suvi has wide-ranging experience in the field of intellectual property and technology law. She advises clients on a variety of contentious and non-contentious intellectual property matters including trademarks, designs and patents as well as in copyright, contractual, employee invention and privacy matters.

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Elias Aalto is one of the founders and the original product lead of Wolt. He's also a co-founder of Qvik – a digital agency that has grown organically to over 120 experts. Prior to them, he designed and developed early games on the iOS, claiming the first Apple Design Award in the Nordics for his game Wooden Labyrinth 3D.

After exiting Wolt, Elias has concentrated on bringing up his daughters and dabbling in angel investing. Recently he joined Shark Tank Finland as one of the sharks on the show.

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Join us at the Kuopio Health Side event @Tahko SLP - where health meets innovation, and opportunities abound! Kuopio Health side event is aimed at investors, startups, entrepreneurs, R2B teams, and of course ecosystem members. The event offers a unique opportunity for networking and making new contacts with actors in the same field. Sit down with investors or exchange ideas with other attendees and hear what's new in the industry.

Side event is open4all, but requires registration: Kuopio Health side event @Tahko SLP - Kuopio Health

 

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Juho Pesonen is a professor of tourism business and deputy head of the department at University of Eastern Finland Business School. He is a member of the Tourism Business research group and the director of the International Master’s Degree Programme in Tourism Marketing and Management. Prof. Pesonen completed his Ph.D. in marketing at University of Eastern Finland, focusing on market segmentation in rural tourism. Now his research focuses on understanding how tourism businesses can survive and thrive in the digital and sustainability transformations. Prof. Pesonen also has the title of Adjunct Professor of digital marketing at University of Turku. He has widely published his research in dozens of peer-reviewed academic journals and has edited several books in the tourism field. He also holds several board positions in companies and associations.

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Ohjelma:

12.00 Tervetuloa!
Antti-Jussi Pitkälä, puheenjohtaja, Kuopion alueen kauppakamarin kauppa-, matkailu- ja palveluvaliokunta

12.05 Kasvua kansainvälisestä matkailusta – Markkinat, yhteistyö ja myynti
Heli Saari, Area Manager, Visit Finland

12.25 Pohjois-Savon Matkailu Oy – Maakunnallinen yhteistyö kilpailuetuna
Pekka Vihma, hallituksen puheenjohtaja, Pohjois-Savon Matkailu Oy

12.55 Navitas Yrityspalvelut – TBC
13.10 TBC

13.25 Data kansainvälisen matkailun vauhdittajana
Juho Pesonen, matkailuliiketoiminnan professori, Itä-Suomen Yliopisto

13.40 Kestävä matkailu – Kulttuuriperintömatkailu kansainvälisenä vetovoimatekijänä
Kirsi Piirainen, projektipäällikkö, Iisalmen kaupunki

13.55 Loppuyhteenveto
Antti-Jussi Pitkälä, puheenjohtaja, Kuopion alueen kauppakamarin kauppa-, matkailu- ja palveluvaliokunta

14.00 Tilaisuus päättyy.

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14.30 Welcome!

14.35 Orion - A short description of the phenomenon

14.40 Pitch 1

14.50 Pitch 2

15.00 Pitch 3

15.10 Pitch 4

15.15 Closing words

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13.30 Welcome!

13.35 Kemira - A short description of the phenomenon

13.40 Pitch 1

13.50 Pitch 2

14.00 Pitch 3

14.10 Pitch 4

14.15 Closing words

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Ennakoinnin, markkinatuntemuksen ja käyttäytymisen muutosten ymmärtäminen ovat avainasemassa, kun innovaatiotoimintaan integroidaan sidosryhmiä, uusia teknologioita, käyttäjälähtöistä suunnittelua, datavetoisia tuotteita ja palveluita sekä asiakaskeskeistä strategiaa kestävän kasvun tavoittelemiseksi. Lähestymistapa edellyttää poikkitieteellistä osaamista ja kykyä hyödyntää eri alojen mahdollisuuksia, jotta voidaan kehittää innovaatioita, jotka vastaavat asiakkaiden tarpeisiin ympäristöä ja yhteiskunnallista vastuuta kunnioittaen.

Innovation Practitioners Communityn Antero Kivikoski ja Janne Pulkkinen johdattavat osallistujat tämän hetken keskeisimpiin kysymyksiin innovaatiojohtamisen saralla. Käytännönläheiset esimerkit ja monikulmainen keskustelu tarjoavat tuoreita näkökulmia oman toiminnan kehittämiseen.

Ohjelmassa:
klo 8.45 Kahvit ja verkostoitumista.
klo 9.00 Avauspuheenvuoro – Kuopion alueen kauppakamari ja Itä-Suomen yliopisto
klo 9.10 Innovaatiojohtamisen uusi aika – Innovation Practitioners Community ry Janne Pulkkinen ja Antero Kivikoski
klo 10.50 Päätöspuheenvuoro – Itä-Suomen yliopisto vaikuttavuusjohtaja Minna Hendolin
klo 11.00 Tilaisuus päättyy – Kuopion alueen kauppakamari

Tilaisuus on maksuton ja avoin kaikille aiheesta kiinnostuneille. Workshop on osa Kuopion alueen kauppakamarin Pohjois-Savon elinkeinoelämän TKI-toimintaympäristöselvitys -hanketta (A91005, Etelä-Savon ELY-keskus).

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How to Rock Your IPO  - Everything You Need to Know about going public

Join us for an insightful conversation with Päivi Pakarinen from EY and Minna Korpi from Nasdaq and learn about the benefits, criteria, challenges, and
preparation of going public. Going public is a major milestone in companies growth path, but it also involves a complex and rigorous process that requires careful planning and execution. If you are interested in learning more about the IPO journey, you are invited to join us for a fireside chat with two experts who will share their insights and experiences on this topic.

  • You will hear from Päivi Pakarinen, IPO Leader at EY Advisory, and Minna Korpi, Director in Listings at Nasdaq Nordic, who will explain the key steps and best practices of going public in the Nordic markets. In this fireside chat, they will discuss the advantages, requirements, challenges, and preparation of the IPO process.
  • Don't miss this opportunity to gain valuable insights from Päivi and Minna, who are both experts in the field of IPOs. They will share their knowledge and tips on how to prepare for and execute a successful public offering.
  • The fireside chat will be held in Finnish

Kuinka menestyä IPO:ssa – kaikki mitä sinun tarvitsee tietää listautumisesta pörssiin Tervetuloa mukaan mielenkiintoiseen ja ajatuksia herättävään keskusteluun EY:n Päivi Pakarisen ja Nasdaqin Minna Korven kanssa ja opi listautumisen hyödyistä, kriteereistä, haasteista sekä valmistautumisesta.
Listautuminen pörssiin on merkittävä virstanpylväs yritysten kasvupolulla, mutta se on myös monitahoinen ja tiukka prosessi, joka vaatii huolellista suunnittelua ja toteutusta. Jos olet kiinnostunut oppimaan lisää IPO-matkasta, tervetuloa kuuntelemaan kahden asiantuntijan näkemyksiä ja kokemuksia aiheesta.

  • Kuulet Päivi Pakarisen, EY:n listautumispalveluista vastaavan partnerin, ja Nasdaq Nordicin asiakkuusjohtaja Minna Korven ajatuksia pörssilistauksen tärkeimmistä vaiheista ja parhaista käytännöistä. Keskustelussa he keskustelevat listautumisprosessin eduista, vaatimuksista, yhtiöiden arvostuksesta, haasteista ja valmistelusta.

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Student track idea contest is a great opportunity for students and their early-stage business concepts to get sparring and coaching for their business ideas. Top cases will pitch in the final, which will be held in Hophaus Tahkovuori. The best contestants will be rewarded. More about Student track idea contest.

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