Customer trigger points and Sunak’s Sambas.
Think about something you purchased recently. It doesn’t matter whether it was for work or home. Got something in mind yet?
Now, think about the journey you went on towards that purchase. How long did it take? What were the contributing factors? WHY did you buy THAT one and not the competitor?
Write all this down in a rough timeline, along with the consideration points along the way. You might have heard a radio ad which made you add it on a to-do list, or a friend made a recommendation. Eventually, the purchase was made.
You will start to see a skeleton marketing strategy behind that brand. I fully appreciate some strategies are more complex than others, but like some incredible business plans, the basics can be written on a beer mat.
The bottom line is a NEED or a WANT is driving that purchase.
What drives your customer acquisition? Why do people buy your product/service, and more importantly, why do they buy from you instead of your competition. Is it a want or a need? Mix of both? In it’s basic form, are your social media posts telling people WHY they should buy from you? What about the rest of your external touchpoints? Website, sales team, webinars etc.
Many of our B2B prospects spend a long time in the consideration phase, it’s vital you are talking their language at every point to be front of mind. Here’s a short quiz about the importance of staying front of mind;
- Kids want burger & fries. Golden arches every time?
- Need a new shovel for the garden? Who’s thinking of the big orange shed?
- Hen/Stag flights to Eastern Europe. Blue & Yellow or the orange airline?
It’s doesn’t matter the size of your marketing resource or budgets, the principles are the same.
If you’re really lucky, you might have a proposition that people don’t know they want yet!!
Customer trigger points and Sunak’s Sambas.
I’ve never felt the need to buy a protective case for my air pods. The exterior shell is solid, and if I dropped it, feel it’s pretty well protected.
HOWEVER. Last week, an ad popped on my Instagram feed (this one). I wasn’t ‘in market’, I didn’t even consider a protective case, but these guys have created something I immediately WANTED. Within 5 minutes, I had bought it, and now my teenage kids are cringing, citing Rishi Sunak and his adidas Sambas which gave me a wry smile.
If you need help crafting a marketing & communications plan suited to YOUR trigger and purchase consideration points, we can create a bespoke marketing wheel to understand customer journeys, timelines & trigger points. Email info@attractandengage.co.uk or talk to us on our socials.
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