The 95–5 Marketing Shift: From Chasing Conversions to Creating Demand

Most marketing focuses on one goal: getting customers to buy right now.

But research from the Ehrenberg-Bass Institute shows something surprising: only about 5% of your potential customers are actively ready to buy at any given time.
That means 95% of your future buyers aren’t in the market yet.

So how do successful brands stay top-of-mind until those customers are ready?

In this session, we’ll explore the 95–5 Rule of Marketing and why brand experience marketing is one of the most powerful tools for building demand long before the purchase moment.

You’ll learn why companies like Apple, Starbucks, and Chipotle invest so heavily in brand experience—and how businesses of any size can apply the same principles.

Attendees will learn:
• What the 95–5 rule means for modern marketing strategy
• Why over-reliance on promotions weakens brand value
• How brand experience marketing builds demand among future buyers
• Practical ways to make your brand more memorable and emotionally engaging
• How to balance short-term conversions with long-term growth

Reserve your spot today and discover how to create demand—not just chase conversions.