buyer journey 101
TRANSCRIPT
Buyer Journey 101
How are the best brands created?
1. Share of mind?
2. Share of wallet?
3. Share of voice?
These are all good singular measures, but they are one-dimensional. Great brands
need to think bigger!
They have realized that the customer’s experience with their brand is what will create the most enduring relationship
It’s all about the Share of Experience
The game has changed
But the fundamentals are the same
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
The marketing funnel is dead due to the 24/7 availability of information today
Remember: Consumers are informed and empowered with information!
The journey is dynamic
Experience
ImpetusExploring
Top of Mind Brands
Choosing
Sharing and Using
Validating
Create a great brand experience by:
1. Understanding the Journey
2. Identifying the Pivotal Points
3. Activating the Journey
Impetus \ The events that trigger a desire or need
TOM Brands \ Those brands that are Top Of Mind for the consumer when the impetus occurs
Exploring \ The actions taken to review the options in the TOM list. At this time, additional brands are also entering the consideration set.
Validating \ Now that this list is narrowed to a few options, the final research is conducted to ensure the choice is the right one
Choosing \ Selecting the final choice and making the purchase
Using \ The entire brand experience when the customer uses or experiences the product or service
Sharing \ How the experience is shared with others
What is a journey?
• During each phase, a consumer is interacting with a variety of channels and sources to move throughout the phases. It may be a website or a sales person or even seeing a news story. It is important to combine these channels with the pivotal points throughout the journey to determine your marketing messages.
• Important questions to consider as you map your journey and the activation plan:• Where can you interrupt the journey and get your brand in front of the consumer? • Is your brand showing up during those pivotal points when decisions are being made? • Do you know how to best message your clients with the right content through the right channels?
Journey Phases & Pivotal Points
An example of a journey summary
Brand performance on
their key attributes
The journey steps. Can be paragraphs or bullets. We use both- sentences in
the detailed journey and bullets
in this summary.
The emotion felt during that stage
A little info on the target
audience for this journey
Ways to activate on the journey learnings. The summary page only includes a
few.
Activation • The journey steps, Pivotal Points, and brand performance tell you where to emphasize the activation
• Choose appropriate messaging through paid, owned and earned channels to get the most bang for your buck
The brand story your clients think they have may not be the same one that their customers are thinking. This is where Long and Short of It can help. We use insights based solutions to provide clear strategic direction.
BrandingBrand elements connect the internal vision with the external brand expression.
Strategic PlanningMeasurable objectives, insights, strategy and tactics to achieve the desired outcome.
IdeationStructured brainstorming yielding many ideas and then distilled into a short list to be tested.
InnovationDesign thinking process, tools, and methodologies to help create new products, system, or solutions.
Customer InsightsResearch to determine what customers are thinking, feeling and doing.
ResearchThe cornerstone of everything; we employ all qualitative and quantitative methods.
Sue Stabe / [email protected] / 330.730.5648
Let’s Chat
Dean Ilijasic / [email protected] / 216.570.1719