Posted on: July 13th, 2010 by Roger Lawson

Sorry to disappoint, but this blog’s about planning models, not the other sort!

We seem to be talking about the 90:9:1 model a lot at the moment.  I believe it started with YouTube, who noticed that 90% of their users just looked, 9% commented and 1% post videos.  Like the Pareto Model (my previous favourite) the rule seems to apply everywhere I look.

When campaigning, 90% of people will take an action for the issue, 9% will understand the brand behind the campaign and 1% will shout about the brand.

Or 90% of people will sign a campaign letter, 9% will personalise the letter before sending it and 1% will tell everyone they know about it.

In the past we have grouped everyone together and offer them the lowest common denominator.  But the tools exist today to talk to the 1% and enable them to talk to everyone they know.  Exciting times!