| The 4 Stages of The BAC / Pre-Purchase Experience |
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Stage 1 |
Stage 2 |
Stage 3 |
Stage 4 |
| Prospect Goal |
Become Aware of Product / Service |
Get Familar with Product / Service |
Feel Relevant Connections to Product or Service |
Feel Confident in a few Choices / Businesses |
| Company Goal |
Drive Awareness and Image |
Differentiate Features / Benefits |
Make Meaningful Connection Company / Product |
Drive Business / Product into Final Consideration Set |
| Mass |
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| Broadcast |
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| Mail Catalog |
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| Newspaper Inserts Catalog |
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| Targeted Touch Points |
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| Customized Emails |
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| Discount Coupons and Special Offers via E-mail |
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| Page Excerpts |
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| Book Reviews |
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| Offering On-Line Gift Certificates |
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| Testimonials |
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| Radio Promotions / Event Sponsorship / Remotes |
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| Degree of Impact High Medium Low |
Interesting article from MediaPost titled "Branding and ROI: A Symbiotic Relationship". I couldn't agree more with the title because of the research we have done with Prophet Research here at Luce Performance Group. First their definition of the relationships....
"The relationship between branding and ROI doesn't have to be a Darwinian, "I win, you lose" relationship. Rather their interplay can be viewed as a symbiotic one -- symbiosis of course referring to the mutually beneficial relationships between different organisms in the universe that allows them to flourish."
Now how about a real-life example and a solution...
"But can the advertising world take a cue from the larger world and make branding and direct response campaigns converge at a junction of symbiosis? After all branding campaigns have traditionally relied on a "broadcast" approach, while direct response campaigns are heavily focused on garnering response from a targeted audience.
Remarketing allows for branding and ROI campaigns to come together in a mutually beneficial way. In a remarketing campaign, the advertiser receives consent from the consumer to be contacted through a targeted advertisement. The advertiser then engages the end consumer in a series of communications with an eye on maximizing lifetime value."
This makes sense in an interactive world where you use banner, rich media, or video to get the prospect to click-through to a landing page. Hopefully you will be able to gather some information about them and they will agree to get additional information from a targeted e-mail or it will urge them to visit the store or an event. It also works for broadcast Radio and Television in a similar fashion. We announce a sale or an event, the prospect responds to the ad and gathers additional information or gives more specific requirements to the clients sales staff who in turn make a sale or qualify the lead for further follow up.
1% or less of any given audience is in the buying cycle for a particular good or service at any given time. Each day consumers enter and leave the buying cycle and the four stages of that cycle lend themselves well to broadcast media as we have influence in each of the 4 sectors. Branding makes sense as it develops Top of Mind Awareness so when you need a product or service you know where to go to find it. The same commercial that creates Top of Mind Awareness for one consumer also creates a call to action for another. We strive for every commercial to have a clear call to action so we can impact those in the buyers awareness cycle and make the tie very clear between the business and the product.
Branding and ROI already live in a symbiotic relationship, you just need to educate your clients on how they can take advantage of that relationship to move more prospects through the buying cycle.