Marketing Basics: How to identify purchase barriers? | Jeannie Chan | Skillshare

Marketing Basics: How to identify purchase barriers?

Jeannie Chan, Brand Manager / Strategy Consultant

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8 Lessons (56m)
    • 1. Trailer

      0:44
    • 2. Welcome to Class

      0:45
    • 3. Consumer Decision Journey

      9:50
    • 4. Barriers to Purchase

      7:29
    • 5. Moments of Truth

      14:46
    • 6. Creating a Plan

      16:38
    • 7. Class Project

      CDJ Map Template.pdf
      4:48
    • 8. Wrap up

      1:14

About This Class

Today's consumers live in a world full of choices.  They live in a world full of decisions.  How do they make these decisions, and what can you do to influence them?  In this class, we'll dive deeply into the numerous decisions a consumer make prior to actually making a purchase.  By understanding this decision making process, we'll be able to put together a plan to influence the process so the decisions would be made in our favor.  

Transcripts

1. Trailer: Hi, I'm Jimmy Chin. I've been the marketer for nearly a decade, and as a marketer, I always say the consumer is at the heart of it all. So in this cost, less stifle, open more deeply into the consumer and how they make the decision to buy how they start thinking about buying anything at all and how they finally decide to buy your brand. Well, look at the entire journey and see how we can persuade the consumer to are making the choice that you want them to make and making the decision to buy your brand Well, look at the different moments where your brand may win or lose and put together a plan that will enable your brain to win in the marketplace. I hope I will see you in class. 2. Welcome to Class: I'm Jimmy Chen. Welcome to class in this class. We're gonna look deeply into the consumer and how they make decisions. Well, first, look at the framework put together by McKinsey and company, the consumer decision journey in the various stages off this journey. Then we're gonna look at the different moments truth from the zero moment of truth made popular by Google to the first movement. And second moment, these are the movement way Go blank and really win or lose. So let's look at them a little bit more closely. And finally, let's together put together a plan that will enable you to win. Let's get started. 3. Consumer Decision Journey: Let's get started with the Consumer Decision Journey. The Consort Decision Journey ISS, a framework that's put together by a McKinsey and company, a very prestigious consulting firm that has helped Fortune 500 companies solved numerous business problems. This is a framework that talks about the journey with which a consumer goes through to make a purchase decision. You can see how this may be relevant if we know the journey. With that, the consumer goes through in making a decision we can potentially influence, says Journey and Guy. The decision toward the one we want them to make, which is to buy our brand. The journey starts at the trigger that goes into initial consideration, activate violation and then purchase. But it doesn't end there the supposed purchase experience and then possibly a loyal tube that leads to repurchase. Let's look at each stage little deeper. The start of the trigger at the trick of face, a need to purchase has become a parent to the consumer. The consumer enters to Callegary to consider a purchase. Then the whole journey starts, and it starts at the initial consideration stage because assume reforms and initial lists of brands full consideration. This list is based on general brand perception or exposure. This is when brand choice starts to form. Now, hopefully your brand maybe already on this list. That doesn't mean we'll stay on this list. And if you're not in this initial list, there's still a chance to get on it. And that takes us to the next stage, which is the active evaluation stage, consumer valleys and researchers, his or her needs and adds and subtracts the brand to form the from the consideration lis and forms a new list. This is when consumer research is stewed, their research, and this is a chance when even if you are on Phyllis initially, you can get knocked off. Or if you were not on the list initially, they may discover your brand and get at the dot. So this is a very important research face and then leases to purchase. After all the research is done, the consumer and makes a final decision to purchase a specific brand. After the purchase, the consumer experiences the purchase for the first time in the evaluator experience against his or her expectation. This is live up to what he or she think the product should do based on his or her research . And if there's a positive post purchase experience, ah, loyalty loop may be formed, which can lead to of repurchase and enable that brand to be considered first the next time . A need for purchase a rice and that's the overall framework. A trigger initial consideration, Active evaluation, purchase, post purchase and then, potentially, a loyalty loop. Let's look at a couple example. First example. Trigger. My laptop is starting to run a little sluggish, a little slow. A need for a new computer starts to become apparent to me in this show consideration. Okay, I've used to before, so Dell is a brand that's on my initial list. But I'm also adding Apple onto this list just based on things that I have heard based on my brand perception. Based on the exposure I have to the brand someone in this show consideration list, I have dealt an Apple activate valuation. This is when the research are re reviews on both Brian are, as my friends on their experiences on either brand Or maybe they'll even have new brands for me ticks. Either They may make new recommendation that may want to steer me one way or another, I might go into the stores and try each of them owl and see which one I like more. This active evaluation can take days, weeks or even months. And then, finally, I've done all my research. I made a decision. I purchase I order a Mac online and picked up the store purchase Post purchase. There was a little bit of transition, but once I get the hang of it, the Apple computer works great. So that past of experience created a loyal group. I'm a convert. My next laptop will be Apple Laptop. That few things I want to point now in this particular example. First, the trigger. The trigger is when a need for purchase become apparent to the consumer. Now, this could be a sudden need, like my laptop stopped working and I need one immediately. Or it could be something that's a building needs, such as it's starting to run slower and slower and this storm to it. I think I need a new computer, so a trigger can be something that IHS immediate or something that is slowly building. All it means is that the consumer is becoming aware that he issue wants to buy something. Another thing that I want to point, though, is the active evaluation. This is the research face for, ah, purchase decisions such a select how computer this research can take weeks and months go to store a few time, trail a few time play with a few times. And then sometimes in United States, where return is available, active evaluation can even be a smart just buy it, try at home and then really make that decision on keeping or not keeping it. So the active evaluation. It's something that takes potentially a long time. The research can take a long time. Now let's take a look. And in the other example, example to trigger. Ah came across Kenya at the check out initial consideration Training Goma Mental. Both Look ton fund. They're both right there. Active evaluation. Well, all the mental is right here in mince and there's some fun freely, things from Trident. I feel like something pretty. So my purchase decision was I'm gonna pick up this particular tried and gum post purchase. It was good. I was thinking something fruity, but I was really I was My expectation was that it was something going to be sweet, but it's actually sour. So the lawyer to loop, which is not created in this case because it did not match the product, did not match my expectation. So it's good. But if next time I want something, I may consider something else. So I want to point now in this example, a few different things First, trigger this trigger is something external. IHS the candy this display there at the check out, it could be a in store display. You have read in the magazine article and new products available that may you become aware that you want to buy something. So contrast this from the previous example where the previous example is something you start toe. Want to buy something with this example? Is something external, the trigger YouTube. I want to buy something also very different between these two example and that specifically wanted to have thes to contrast ing example is that in this example, this whole journey, maybe seconds or minutes, the previous GOP days, weeks and months and in this particular example, because it's such a short journey somewhat these steps happens in mere seconds, and the initial consideration and actively valuation is more or less happening at the same time. Now, of course, the six sample where a loyal to group is not created. Other thing to also point now. And this candy example is a great example to look at this, that just because someone interest the decision journey doesn't mean that they were completed in the active evaluation. In this case, let's say they may look at candy and then that I got caught to a magazine or something. They could have leave this journey entirely because the magazine triggered a whole new journey. So just something for you to think about us today's world, where there's a lot of stimuli to consumer that each face could be where consumer get a step closer to buying you. Or it's also a potential exit point from buying. You're buying your category at all. So now that we get a little bit more familiar with, this particular framework will go a little bit deeper in our next modules 4. Barriers to Purchase: so before we dive deeper, I really want to discuss why the consumer this is in journey. It's such a helpful model. How can really help you build your brand em? How do you use this framework? The consumer decision journey is most helpful in Dinos and barriers to purchase. Why are they going through the string and not nicking the person's decision off buying? Your brand ones should figure that out. You then have a shot and influencing that particular journey and guide them. Tour Buying your brand quick recap. Here's a consumer decision Journey model. Start with The trigger goes into initial consideration, goes into active evaluation lands in purchase and then, with a possible post person's experience, a loyal to the maybe form that may lead to repurchase. So if a consumer go through this particular journey and does not land in person, your brand, where did we lose them? What went wrong? How old would get them back on track? How do we guide them toward buying your particular brand? Let's go through a very concrete example. Here's the example is about shopping for a car, the trigger. My car's stopped running initial consideration. I had a bull's Bragan, so I would look at that again. I've also seen commercials for Kia, so I will check that out too. Activate valuation. I read consumers reports I research online and test stroke Both Dobos Back in Anchia purchase, I decided on the walls wagon and bought the car post purchase. I really like my Volkswagen and a loyal to loop This form this was pregnant is great. I always by those wagons from now. So this is steak sample off a consumer disses internally and started with a car, stopped running, go through the research landed and buying most wagon and even with a positive post purchase experience and created a loyal consumer. So this is great. But now let's think about what I've gone wrong. And what could have deter this particular journey and lend them somewhere else and therefore consumed goes into this stringing not buying your brand. So let's bring storm a little bit. What if the car runs fine in the example? The consumer was triggered into entering this journey because the car start running. That was when the need for parts has become apparent. Well, if the car runs fine, then how do they even go into the? Certainly if they don't start this training at all, they're not in the room and up somewhere where it will be buying you, so you may need to create a need. You may need to say, Yeah, your car runs fine, but you could run better. Or maybe, Oh, now there's a more gas efficient model and really need a new car. So, like you need to do something to trigger them to enter the strong yellow in this show consideration in this example, Volkswagen is in the short list because it was a previous purchase. Kia, because of brand exposure, is also on the short list again. In the initial consideration, the consumer forms a shortlist space on brand exposure Brand perception. Question is, what if you afford? If you're non in this list, then what happens now? Cheick on this list? Because advertising, because they're exposing consumer to the Sprint and creating certain brand perception in creating some brand awareness. If you afford, What can you do to get on this list? This advertising, the answer or what else may be the answer for you to get on this list now, like I said before, whether or not you're on the initial consideration. Little not it's not the end. Lambiel. The active validation phase is very important. For example, one if in the test drive the car delis addressed test driving a Prius and off certain. If you were walls, wagon or Kia, you are well on your way to being purchased. But now during this research, a whole new choice become parents. A sub potential contender. Then you have a whole new competition. And like for Prius, maybe it's this whole equal friendly, and you don't necessarily have something to compete. So during this research phase, ah, whole new option may percent itself. So what are they finding doing? This research faces it in your favor. Oise of working against you. Purchase. What if I'm test? Test drove the boats working. Light the votes. Oregon. I go to the car dealer and I want her by most wagon and I want it in bread because I've always had a red car. But what if the car you want wasn't on the lot? One of the car, the consumer one wasn't available. If they always want a red car, maybe they will ultimately, you know what? The key wasn't that bad either. And I really need a car because my car stopped running so I would drive off with Kia. If you're balls bragging, you just los a sale? No, this goes into different example A swell. For example, you go through a grocery store, you have your shopping lens and you say spaghetti sauce and you always pick up brand a spaghetti sauce because that's the one that you always buy that someone you kids slow. Go to a grocery story, go to speak clearly saw CYO brand A LF stock that is no brand a spaghetti sauce on the shelf. Promise a kid spaghetti. What do you do? OK, brand B was available. Okay, I guess I'll pick that up of your brand A On the list he was the consumer was in front off the isle because you were not available. You lost a sale. Now there's different barriers potentially, but this is definitely one example where you may lose even if it's that close to closing the deal. Post purchases. Ah hoists about the possible brand experience, right? But what if it doesn't run us? Well, as expected, like, did you create to hire the expectation? Or maybe the car somehow just have more function And, like, I can't figure out how to turn on the light. So how can you manage the post purchase experience? Loyalty? What if you couldn't build loyalty, whatever, you couldn't really just create the spray an ambassador for you And therefore you have to work all over again to get him or her to consider you again the next time. So this where we want to think about, how do you use a consumer decision journey to think about barriers to purchase. And as you're going through the rest of the lecture, keep this in mind. Think about in your lines of your brands. Start to think about where all the barriers to purchase and how you can use this framework and use this model to help you identify the problem and therefore start to put in a plan. The guy consumer toward the decision that you want and implements. I'm 12 buying you 5. Moments of Truth: this module is about the different moments of truth. They're called Moments is truth, because this is why, in the marker knows if he or she was able to successfully influence a consumer in making the decision, the hell she wants the consumer to make that the market has successfully guy the consumer to work the brand choice. There are four more important moments. Zero moment of truth, first moment, truth, second moments, truth and the ultimate moment of truth. These moments are the moments that marketer can put information out there in the marketplace and hopefully win and in able to influence the consumer in making the decision that we want them to make, which is to buy our brand first. Let's look at the first moment of truth. We look at this moment first because it's the oldest concept in the different. In the four different moments, it was first coined by PNG, and around 2000 and five, it's a 3 to 7 seconds after a shopper first encounters a product on store show, thes precious moment converts a browser to a buyer. This is the moment where you win or lose that sale. This moment aligns with the purchase. Face off the Consumer Decision Journey. Now think back to 2005 when this term first moment The Truth was first coined by P and G. Marketers used to spend millions on TV advertising in the Hope off, guiding you to the store to the isle and to that product. This is the first moment, the truth when the market and know it all that ever paid off. Did you buy or did you end up buying someone else this system moment where you win or loose that sale? How to win this moment Packaging has to be impactful if someone goes to the store, stands in one of the shelf, and then somehow their eyes distract to a competitive product and by the public unset you lost In this day and age, online shopping is very popular. Is the product patient that that product page have content as impactful? Or did the consumer get distracted by one of these, like other products you may want to consider? That's also on that page because your page did not give him or her the information to really close a sale. Now this is when here she is ready toe by very close to the purchase moment. So you need to give the consumer clear reason toe by. You need to give enough information, but not too much information. You don't want anything that will distract him, make him do a little bit more research. You just wanted to give a clear and concise reason by you versus the other products on the pay show versus the other product on the shelf. What is the one reason they should pick you arguably on online? There's a little bit more realist day. You may have a little bit more information and also even packaging. Arguably, there's more than one piece of information, but you need to clearly know what is that one piece of information so that you can design the packaging off the page accordingly. To make sure that this one point comes through, allow and clear you don't want to distract the consumer and move him out off purchase, Then it's the second moment of truth also calling. But panji, around the same time, in this moment, the consumer can actually fully experience their product. Did you deliver on your brand promise in this moment here she's either satisfied or dissatisfied. I, ah, happy or unhappy consumer is made this moment. Online's with post purchase facing the consumer decision journey, and this moment determines if ah, loyal to look may be created. You want the loyalty Roop to be created. You want to skip the entire journey. You want your brand to be the brand by the moment of repurchases needed. So this is the second moment of truth that you want to win. How to win the second woman the truth First, create a truly wonderful product. No crappy product is going to create a good polls purchase experience. Deliver on what you promise and don't over promise. Manage consumer expectation. Consider providing how to videos or guys and ensure that you have effective um after purchase care, including social media channels to address any consumer question. Let me give you a few examples there. These wrecked dresses out there, they're supposed to be one dress equals 18 styles. Now a consumer buys a stress with the expectation off having 18 styles. But if she only can figure out two styles, she's not gonna have a positive post purchase experience. But the post person's experience is not like a one moment thing, right is an experience. So if you have how to videos online and your packaging may include a link to that video, she can learn how to make those 18 this all 18 style and then she'll be happy. Or maybe she call you or post on your Facebook channel. I can only figure out, too, if you have effective post purchase care and able to direct her to that video to show her how to make those 18. You can ultimately create this positive post purchase experience so you can manage the consumers experience. Let's go back to my example in the earlier module where I may have converted from a PC to a Mac. There is this transition period, which may not be 100% smooth. But if there's good post purchase care and that is sufficient help to get me to have a positive experience to help me successfully convert from a PC to a Mac, he can still make me a happy consumer. So the second moments truth is about both creating a good product and having good post purchase care, and in this day and age includes your social media channels. If someone pose on your Social Media channel post on your Facebook page potion, your Twitter, they expect a reply. That's even more important if it's a negative posts in the sense off. They're asking question. If they asking your question on your Twitter and Facebook. They're trying to turned a pulse. Potentially negative experience in their passive experience, and you have that opportunity make it parts of them. So you need to be replying to these questions on your social media Knicks. Let's look at the zero moment of truth. The signal moments. Truth was first coined by Google at around 2011. It's coined by Google. You may be able to guess it's about the Internet. The Internet changed everything. This is often a research moment. This moment aligns closely with the active evaluation. Face off the consumer dissident journey. Let me give you example up zero moment. The truth, because I'm a goes to look for something to create, prevent bad breath, the consumer goes to the mouthwash ill and then take so the mobile phone and try to figure out what is the best mouthwash. He's in front of the aisle, but just wanted to do a little bit. Research types in the mobile home, mouthwash, full bet, breath and pop else. An article that suggests a tongue scraper is actually a great solution for that breath. Consumer Dis ice to go buy a throne scraper instead and leaves the mouthwash. Heil. I had pre feeds. Talk about that at any one of these moment. A consumer king. Leave the journey toward buying your Calgary. The consumer can get information and get distracted and leaves his journey entirely. This is one example of that where the consumers already in front off the mouthwash ill and the leaves to buy a tongue scraper. Imagine if you were the mouthwash manufacturer. How disappointing is that? The consumers the second away from purchase and then here she leaves entirely and buy something else entirely. So how do you win the zero moment of truth as mentioned before the Zero Moon? The truth. It's about the Internet. So make sure you have Web content and make sure that what content search and optimize today people often start a person straining with a search. Google is no longer. Now is a verb when someone needs something that Google the ghoul to figure out what it's the best that's out there. If organic search is not enough, consider adding pay. Search less your marketing mix. Peace surges often considered one of the most efficient and effective marketing tactic. So consider Adan. Ending that into your marketing mix and then consider seething your content to other website or blocks to strengthen your online presence is all about having a strong online presence in giving your consumer the right information. Have the mouthwash pop up, either in the pace Urschel something or have more mouthwash for bad breath article out there. The Tongue Scraper article may not have been as high on the search result. There are ways to prevent other people's article from from becoming a distraction to your consumer. It's about making sure you put the content you want the consumer to find out there, either through such optimization through pay tactic or through other different kind of outreach. That helps you to create a stronger, wet present. If you have a strong where present you can win zero moment of truth, then the ultimate moment of truth going. But Brian Souls and I think this is coined in around 2013. So this is the newest concept is the moment where people who converts an experience into discoverable content in anyone off the counter social platforms people used to stay connected. Beastie Someone has a such a pleasant post purchase experience here Shoe was compelled to share. This becomes someone else. Zero Moment of truth. This is the ultimate moment of truth in the sensor. All that you've done, they purchase it. Were they happy enough to become your brand ambassador? Do you truly convert someone that they're happy? They're loyal and they, in turn, basically become a sales person? For you, this is like the ultimate win. That's why school out of my home in the truth. How do you win the ultimate moons? Truth. Create something that's worth sharing. You cannot win the ultimate moment trick. If you did not win the second moment of truth. If you think that did not have a good product and that's good enough to be worth sharing, you will not. When the autumn A moment of truth. Crm tactic to notch someone to share CRM stands for consumer relations management. CRM typically ISS email, email management, but it also can broadly in clues social media, no other forums or, if you have your own pages, foreign pages on your website, those are all consider consumer relations. Different ways to manage consumer relations. Emails or just media of the common tactics be present in the various channel where your consumers connect, you need to know what's going on out there. What are they saying? Listen to what your consumers sharing socially. You may want to re share what they're sharing this by listening. It's how you find out if you didn't know you won this moment or not. Are people sharing? If not, she needs to do something. If they are Xiang or if they're sharing something bad, you learn and you turn around. But you first have to listen and participating. Constitutional us appropriate because ultimately, winning this moment of truth is craving those brand ambassadors for you. So you need to cultivate this relationship and so listening. Participating us appropriate and nudged him to share and just continue to build up this ambassadorship from thes happy consumers. So these are two different moments. Truth, the serum, women, the truth, where people are searching for information, aligns with the active revaluation base. First moments, true whether or not they actually buy that you win or lose a sale. Second moments, truth. Were they happy with your product? Ultimately, with truth? Were they so happy that they become a brand ambassador and share the information that creates zero month truth? Someone else? So these are the different moments where you can look at. How are you doing currently, what information that's out there. That is help that you're putting out there to help you win these moments. And how can you can improve your art appointing piece over moments of truth? 6. Creating a Plan: Now let's turn concepts into actions by creating a plan in this module, we're going to look at the consumer decision journey again with trigger in the show consideration active evaluation purchase, then the post purchase experience, which will drive the loyalty us. We put together this plan. There are several strategic objectives, and each of them are important, and you have to have them in order to win in the marketplace. And they tie very closely to the consumer decision journey. The first objective is awareness in the trigger face. Once they have AH need to buy, they have to be aware of you, then consideration in the initial consideration stage. You want to drive consideration, drive them. Consider your brand preference in the active evaluation. You want to drive preference. You want them to prefer your brand over a competitors conversion at purchase. You want to turn that browser into a buyer. You want to convert a browser to Ah BII. You want that purchase toe happen, and then finally, you want to drive for loyalty. Hopefully, you'll be able to create a brand ambassador within the ultimate moment of truth and also can lead to repurchase. There are several consideration that you knew. Think through us. You build that plan enabler. What pushes the consumer into each face? You want them to continue to drive them to work, purchase and drive them to a purchasing your brand barriers. What keeps your brain from winning at each of those stage unique selling points? What this unique that is from your brand. They'll help you overcome those barriers. Tactics. What tactic will you employ to promote your unique selling points decided? Response. What is your ideal outcome When you do employer tactics, us, we go through. This is the part where you start to turn concept into action and starts to turn my lecture and the idea that I'm telling you into how you apply to your brand. So as I go through, I'm going to give you a few examples. Fairly generic examples. But now it's your job to think it in the lens off your brand thinking in the lens off your product, and how does that apply to your product? So let's start with trigger some examples off enablers, maybe a naval replacement in the fire location. Someone may have a need to by a wedding dress because she's getting married. So there's a need, which is a consumer created enablers externally created and a pillars which could be advertising friends, recommendations, celebrity influence or, in my previous examples, Candies available at an ill. Those could all be triggers these example of triggers and enable someone to get into the trigger face and then barriers. Maybe this lack of anethe, if you if there's no need for something. This is when sometimes consumers they create need right and you can create need potentially through some of the tactic that I'm going to talk about lack of awareness. If if they're not aware that a public allegory exist, they're not gonna have a need for if all they know that exists is Cookie and they do not have an awareness off. Ah, we can cook. Even though they are vegan, they're not going to be thinking about buying cooking at all unique selling points. What are something that's about you that's unique? Perhaps it's the vegan, right? Maybe new embedded technology. Maybe you have a new technology that is going to trigger someone to consider by new, for example, now, in maybe HD TV, someone's TV works perfectly fine. But now that their wealth 60 TV do X T TV Now I want a should HD TV, so there could be something like that. The trick or someone into a purchase texted appetizing PR. If something that's externally created trigger, you need to put it in place. So what would those be decir response? I could use anyone. Oh, I didn't know about this, but this is cool, I would consider by. So you want to create something to trigger someone into entering to the category and concerned buying something. So he is exercise for you. What, and a pillars for your brand to trigger your consumers? What are barriers for your brand? One of the unique selling points for your brand that could trigger a purchase. What tactics are you employing or King employees to create an awareness? What I did is I responses for your brand. So take a moment and think about these questions in the trigger face. While you and Gabler's barriers unique selling points, tactics and desire responses now moving into the initial consideration, some example. If enablers could be, I have heard of this brand. I have had good experience with this brand. I've seen advertising from this brand. My friend recommended this brand. Remember, an initial consideration is all about that, like initial lists off brand. So anything thus expose you Oprah into the consumer or enabler. Barrier, on the other hand, could be exposure from competitive brand or lack off exposure from your brand if they have not heard from your brand. If they have, if they don't know your brand, then that is a barrier off the here. Everything, all they know is a competitive bran than this. A Barry. This is often something that is more difficult, potentially for new brand on new products into the category, because the initial consideration said, is all built around brand exposure. So it favors existing brand or the predominant brand. So something to think about whether that enabler or the barriers and barrier could be lack off exposure from your Bryant unique selling point. Something new, something needs something better. If you're your New Bern, for example, what is something that is so unique about you that the other brands out in the world haven't address the difference between the trigger and in the show consideration? Is that initial consideration is really now move into a brand. Tricker is just thinking about the category in general. Vegan cookie versus cookie was in initial consideration. You are a special weaken cookie. You are the first, um, brand vegan cookie that maybe locally sourced, for example, So but it's your brand that is now being considered is not just a fake product concept or product ideal callegary. It's now moved down to the brand level tactic again. How do you get your brand out? Their initial consideration is all about brand exposure. So how do you expose your brand? What are the different touch points so you can used to touch the consumer with your brand advertising Brandenburg Faster or CRM? Consumer Relations Management Now think about it in the laptop example. For example. Right, if you know that your computer, maybe computer, sometimes computer, maybe have a life off like a two year. So you know that there is going to be in the, you know that that will start to trigger Ah, consumer to think about new computer Now you know that the prior have exposure to your brand based on the use your brand before, but you want to really can't get them from the initial consideration into the next phase as soon as possible to keep that this short. Maybe just a have your brand and not other breath. So maybe you have a concern email to them that can't tell them. Oh, we have This new model is great. It's on sale. Can get them to get your brand on that list and move on. So the desire responses. I want to learn more about what the Sprint has to offer. They are now considering your brand going into the research face. So the exercise. Think about the enabler for your brand that will put your brand into the initial shortlist . Well, the barriers for your brand, one of the unique selling points for your brand that could drive considerations for your brain. What tactics are you employing or can you employ for your brand? Well, the desire responses for your brain again think about initial consideration. If you're already a brand that someone used likely you're already in that list, so you want to make sure that they get to the next phase as soon as possible so they don't grow that shortlist beyond you. If your brand new brand. So this is where you want to drive some brand awareness, and dr some consideration for your brand specifically lack exposure from your brand is likely the experience. So how do you expose your brand? So once you get them to the active evaluation face, some of the enabler could be the unique selling point for the spreads. And interesting to be price is right. I trust the spread. This is all the research, right? So it could be about what's unique was cool about your brand. Maybe the brand story about your breath price price matters is all part of the product proposition barrier. Maybe a competitive brand looks more interesting. Another barriers. If I cannot tell the difference between brand A and brand, be well, then there's no real things that's gonna help the make a decision between brand A or brand B. I don't want unique. I don't know what's unique about the spread. If I cannot choose between brand A or brand be, I'm going to stay researching again. You want to guide them to a person's one to guide them toward your brand choice, so you want to help them understand why your brand is the brand for them. If this they can tell the difference between Brenda for A and B, they're not going to move forward or or more risky situations that they abandoned Brennan, Bagram, Biello and daughter Bren. See, So you want to make sure that you are communicating your unique selling points. Unique selling point to be superior claims more positive review awards endorsement What about you? This unique that makes it unique. Mix uniquely right for the consumer tactic to be a website. Your website is going to like where you have all these information. Think back zero moment. The truth is tied to research tie to this active evaluations face online presence is very critical in this part of the consumer journey. For many, many products there exceptions, but for many, weap are very important. Third party website. Other website may host positive reviews for you in the other way that you can get your story out there. Brochure. Point of sales material may be a sign that's in front of your product. On the shelf packaging. People are standing in front of the shelf looking, thinking. Okay, well, what's the difference between these two cookies. So the different ways to tell them What? Why you? Why should they prefer you over another brain? The desire Response. I think this is the Palabra. You want to guide them to work, making the decision to prefer your brand over all others. So he is exercise. What enablers for your brand in driving active evaluation. While the barriers were unique selling points that would drive preference for your brand. What tactics are you employing? All. Can you employ for your blood for your brand? Well, the desire responses for your brand finally purchase enabler strong merchandising because shelve impact in stock again. This is the first moon. The truth. They in front of the shelf there, ready to buy. We want to make sure that they pick you first Skin distract by competitive product. It has to be in stock. If they're ready to buy you that, go to the show you are off stock. They're gonna maybe pick up whatever that's available there, which is the competitors. So this is the first moment of truth. This is the moment where you win or lose barrier. Although pilot shopping there just call going there and they just pick up whatever is familiar and they may not, they may say, fall about Europe. Remember, then they just call when the auto pilot and then didn't think hard to find out of stock. If they can't find you, they can buy you unique selling point again. Good packaging. Strong claim. This is at the moment of purchase. You want to have a clear reasons to believe you want to have that just clear reason. Toe by you. Quick, clear, concise package and product detail. Page again thinking back to the first moon the truth at purchase That clear reason to buy Desai response. I will buy this brand so in the exercise, think about that. Enable of for your brain barriers. What unique selling point. So dry conversion for your brand. What tech sticks are you? Influence? Can you employ for your brain? And then what? I decide responses for your brain. Finally, post purchase enabler example would be it exceeded my expectations. I have a good product experience. Various. It did not line with my expectation or it was below my expectations again, these are things that you can manage. This goes back to the second moment truth, post purchase care is very important. Unique selling point. Hopefully, it's better than expected results tactic again. Consumer relations relations management could be, um it could be emails that can't tell them how share with them how to videos or against Social Media Channel, um, thinking about how can you help them create that positive post purchase experience? And then also in this this this way it also creates that loyalty loop, right? So you want to drive loyalty so you wouldn't also want to win the autumn a moment. The truth. So CRM maybe nudging them to share. They're good experience once you do have likened experience. The desire response, ultimately, is that I will post a positive review. I will recommend to a friend. That's what you hope that they will do. That's the ultimate win that they become your brand and passengers exercise. What are the enablers for your brand? Whether barriers, what a unique selling points that will drive loyalty for your brand. What tactics are you employing or K employ for your brand, whether desire responses for your brand. So this module helps you turn the concept and ideas in this class in tow, actions in the application for your brand. This puts it all together into thinking about how to apply the consumer decision journey framework into actions. Rio, for your brand in our next module will look at it all in holistically, in one patient. 7. Class Project: Now let's put everything together. This bill's directly form the last Muldrow and exercise that you've been doing. This is how everything looks in one page. Now you can build this on PowerPoint or you can do this. Impose it, notes on the wall. I've certainly done it. What you want to do is to have this one holistic view off all the different stages, from trigger to initial consideration to actively evaluation, to purchase, to post purchase and also down looking at the different considerations in full, each stage from enablers, barriers, unique selling points, tactics and the desire responses. One shoot have everything on one page. You can start to evaluate the plan. Do you have a clear understanding of the consumer, or do you need to do additional research? Do you really understand? What are the different barriers they're at? Each stage is maybe if you don't know the various, maybe you need to spend a little bit more time researching your consumer. And what are the various air stopping them from? Some choosing your brand or other tactics, the right tactics to reach the consumer. So do you have a clear understanding of the consumer? Do you need a little bit more research. Do you have any holes? If you have holes in the plan, it could be because you have on the Alicja. Or maybe you have a resource of action gaps that you just haven't put something in place. So that's where you can also look at. Are there any holes in the plan? Every boss should be filled out? Are you over investing in any particular stages or under investing in any stages? If you look at the plan as a whole, if you're looking at your current tactics are all your tactic may be focusing on the purchase stage. If you are, maybe you need to move. Some of the tactics toured the injury consideration Stasia actively, Valerie's Asian stage. They're not gonna buy you if they don't know you access, for example, so you can look at Do you have a balance plan? You can certainly may be skewed toe what one of the other based on what you know about your business, maybe the competitive landscape. But overall, you should be covering all your basis, and you shouldn't be completely putting all your eggs in one basket. So do you have good coverage off the overall plan. Do you have resource is to put this plan in in action. Do you need to scale up all scales down your plane, Considering your business objective. Already sources in my exercise, the question I asked was, Do what tactics are you currently employing or can you put into place? So if you have filled out this plan based on tactics that you can put in place or you think you would like to put in place, now is to the the time to think about, Do you have the resource is to put in place that could be money in the case of advertising . Or it could be manpower. In the case of social media, if you are going to launch a social media channel, you need to have someone who's actively listening and answering questions that maybe post on social media. And do you need to consider making revision to the plan now and have you defined time to revisit this plan to ensure that the plan is still relevant and continue to dry your business objective? One. Should I have considered the resource and your business objective or if you're over investing. Under investing in the holes, you may want to adjust the plan a little bit, so you have a well balanced plan on. Maybe once you've done a little bit more research and got to know the consumer a little bit and you have new information, you may need to adjust plan and then define the time to revisit the plan. This ship it fluid plan ah, fluid process because your business may change a competitive landscape. Me change. And so the tactics and the barriers could change. If a new Bryant enters into the market, that's going to change the barrier potentially right. Or if you're a new brand, one of the thing that you were trying to attack was spreading awareness. When you become an established brand, the whole berry and the tax exciting, too, employees would be completely different. So do you set up a time to revisit this plan on the regular basis? I would suggest annual division is probably a good idea, and then you continue use of this plan to evaluate against shore lay this business objective and the market dynamic 8. Wrap up: so that's the class. I hope you've enjoyed that I've enjoyed making it. I hope you were able to pick up a few tips and tricks that will build your business and your brand. If you enjoy the class, please leave a review. Your reviews will help others just from this class and help them learn some of the tips and tricks thou share class. Or if you have any suggestions on how to improve the class, please reach out to me as well. Feel free to reach out to me via Twitter. You see my handle on the screen and Gini scored chant. Love to interact with you on Twitter. I'll check on my website jean Chen dot com. That's where I maintain my block, where constantly share new tips, tricks and insights. 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