After confirming that the brand uses sustainable materials and asking friends for their feedback, she orders the coat online. If you’ve done your job correctly, the consumer will recognize that your product is the best option and decide to purchase it.Įxample: The customer finds a pink winter coat that’s on sale for 20% off. Once they have gathered all the facts, including feedback from previous customers, consumers should arrive at a logical conclusion on the product or service to purchase. This is the moment the consumer has been waiting for: the purchase. She knows that she wants a brightly colored coat that will complement the rest of her wardrobe, and though she would rather spend less money, she also wants to find a coat made from sustainable materials. Be ready to overcome objections-e.g., in sales calls, know your competitors so you can answer questions and compare benefits.Įxample: The customer compares a few brands that she likes. Your marketing material should be geared towards convincing consumers that your product is superior to other alternatives. Now they weigh their prospective choices against comparable alternatives.Īlternatives may present themselves in the form of lower prices, additional product benefits, product availability, or something as personal as color or style options. Alternatives evaluationĪt this point in the consumer decision-making process, prospective buyers have developed criteria for what they want in a product. When she sees someone with a cute coat, she asks them where they bought it and what they think of that brand. Present yourself as a trustworthy source of knowledge and information.Īnother important strategy is word of mouth-since consumers trust each other more than they do businesses, make sure to include consumer-generated content, like customer reviews or video testimonials, on your website.Įxample: The customer searches “women’s winter coats” on Google to see what options are out there. Create a funnel and plan out the types of content that people will need. Your job as a brand is to give the potential customer access to the information they want, with the hopes that they decide to purchase your product or service. In the information stage, they may browse through options at a physical location or consult online resources, such as Google or customer reviews. When researching their options, consumers again rely on internal and external factors, as well as past interactions with a product or brand, both positive and negative. Information search Content Map With Funnel (B2C) Example (Click on image to modify online) This particular customer has several light jackets, but she’ll need a heavy-duty winter coat if she’s going to survive the snow and lower temperatures. Most importantly, you want them to feel like they have a problem only you can solve.Įxample: Winter is coming. Once consumers recognize a want, they need to gather information to understand how they can fulfill that want, which leads to step two.īut how can you influence consumers at this stage? Since internal stimulus comes from within and includes basic impulses like hunger or a change in lifestyle, focus your sales and marketing efforts on external stimulus.ĭevelop a comprehensive brand campaign to build brand awareness and recognition––you want consumers to know you and trust you. Need recognition, whether prompted internally or externally, results in the same response: a want. The first step of the consumer decision-making process is recognizing the need for a service or product.
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