The magic of marketing happens where you start to see a transformational power that allows you to make an impact and achieve results in the marketplace. A smart strategy should trigger the consumer to move along the consumer journey. And, you need to move consumers awareness to consideration, to search, purchase and repeat. And then, from loyal to brand love and finally onto the brand fan stage..
The consumer journey has changed for Marketers
Old-school marketing used to yell their messages at every possible consumer using mass media, then move consumers naturally through the brand funnel from awareness to purchase and loyalty. With so few media choices, consumers could not escape the advertising. If consumers did not respond the first time, show it to them again and again. Back in the 1970s, it was all about the interruption of consumers, with brands focused primarily on day-after brand recall. Many times, the more annoying the ad, the better it would work. And, this media planning is not quite the sophisticated media strategy brands need today.
New-school marketing whispers to the most loyal brand fans, hoping they drive awareness with influence to their friends. The word of a friend will bring more influence to their purchase decision than a random TV ad. As the brand moves to the masses, consumers look for the advice of trusted peers whom they respect to know enough about the latest and greatest of the category. They also look to the brand lovers, giving them evidence the brand does deliver what it promises.
Moving the consumer through their buying journey
To drive awareness, you need to stand out and be seen in a crowd. Invest in mass media to gain entry into the consumer’s mind. Use TV, digital, viral video, out of home, or magazine. Where it makes sense, sponsorships and experiential events can increase the consumer’s familiarity with the brand.
To move consumers to the consideration stage, use influencers to teach those seeking to learn more. Use public relations to make the brand part of the news, whether through traditional, social, or blogger channels. Engage the online user review sites like Yelp, Trip Advisor, or category-specific review sites.
For more complex or higher risk purchase decisions, consumers will rely on search for almost everything, even if to just confirm what makes sense. Marketers can use search sites, such as Google, expert review sites, and online content, or long copy print media. The brand website comes into play and should include the right information to close off gaps or doubts, then move consumers towards the purchase decision.
Media options to help trigger purchase, include point-of-sale advertising, with in-store signage, displays and sales materials to prompt consumers at the purchase moment. Remarketing is a great tool to push consumers who might feel stuck at the consideration stage to reconsider and buy.
After the purchase, you must turn usage into a ritual among your most loyal users. Cultivate a collection of brand fans, using VIP programs and experiential events with special deals. Layer in emotional advertising to tighten the bond.
Once you have a strong base, you can mobilize your brand lovers, by intentionally creating shareable experiences, which will trigger brand lovers to share with their network through social media. With the new social media tools, the smartest brands are getting their most engaged consumers to drive awareness.
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
- Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
- Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911
You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.
Founder and CMO, Beloved Brands Inc.