Why aren't your campaigns bringing quick results?
Why are your reach growing but there are no applications?

You may have forgotten the main law of B2B and B2C communications - the 95/5 rule in marketing.

This rule explains why slow marketing produces sustainable growth rather than just hype bursts.

What is the 95/5 rule?

According to research from the B2B Institute (in collaboration with LinkedIn and Ehrenberg-Bass), only 5% of the customers in your market are ready to buy right now.

The remaining 95% are potential customers who are not in the active demand phase, but may become buyers in the future.

To put it simply:

• 5% are “hot” clients who are ready to buy
• 95% are “cold” clients who need time, trust and memory of you

Why is this important for marketing?

📌 If you focus only on "sales here and now", you work with 5% of the audience. The remaining 95% will remain with competitors who think one step ahead.

That's why brands with a long-term vision:

• invest in recognition
• build an emotional connection
• hold the audience's attention until they are ready to buy

🧠 In 2025, the winner is not the one who is louder, but the one who appears in the client’s memory at the right time when demand begins.

How to apply the 95/5 rule in your strategy?

1. Work on the brand, not just on conversions

Advertising should not only sell, but also be remembered. Even if the user did not click, he saw, understood, remembered. And that means he will come later.

Advice:

Create a balance: 60-70% of the budget for reach and recall, 30-40% for performance.

2. Become the first in memory

2. Be the first🚀 When a person is ready to buy, he remembers 1-2 brands in his memory

If you are not on the list of these brands, you have lost.

What to do:

• Strengthen your brand platform
• Use display advertising and video content
• Create a recurring visual style

3. Nurture future clients

Marketing isn't about persuasion. It's about influencing choices that will happen later. Be the person people remember in 3-6 months when the moment of truth arrives.

Cases: How Companies Use the 95/5 Rule

📌 Oatly

The Swedish oat milk brand didn’t beg for a purchase. It was building an image: eco-friendliness, irony, cultural code.

Result: the brand became synonymous with the category.

📌 Airbnb

Before the pandemic, we invested in performance, and then moved on to a recognition strategy.

Result: reduced advertising costs and increased direct bookings.

How can businesses in Tajikistan use the 95/5 rule?

If you are a local or international brand operating in Tajikistan, the 95/5 rule applies to you too.

The market is small and competition for attention is high.

🎯 Решение: использовать гибкую стратегию с упором на долгосрочную узнаваемость + перформанс в нужный момент.

TAG agency helps brands find balance:

• Developing strategies based on the 95/5 rule
• Media campaigns and creatives to remember
• Performance-tuning for hot demand

Conclusion

The 95/5 rule in marketing is not a trendy theory, but a practical guide.
If you work only with 5%, you ignore 95% of future buyers.
Play the long game and win.