The idea that needs trigger purchase behavior has been around since the advent of marketing studies. But today brands play a larger role in our lives – whether they become part of our daily entertainment, our educator, or as a vehicle for social change that appeals to our greatest aspirations. These are just a few examples that encapsulate the relationship we currently have with brands. We can further break down the role of brand into what Wharton Professor, Barbara Khan, outlines as the four stages of the customer journey - Living, Planning, Shopping, and Experience. In this article we will examine the first stage, the living stage.
The Living Stage (Part 1 of 4)
People go about their daily lives and when a need is triggered, they either look to available solutions, or begin researching into possible options. I’m at home and feel hungry, I can either go to the fridge or look to other options: delivery, dining out etc. What if I’m a new city? I may look up options on a rating app, or ask a friend who lives nearby. Sometimes, however, the trigger comes not from need, but by the marketplace: a new 360 camera is released and it’s features far surpass what’s currently available. The trigger may also come from a brand as they announce the launch of a completely new product in the market, or expand the options within their product category. What’s certain, is that your brand must fall into the consideration set when these needs are triggered. To fall into that set, you have to have visibility and a message that cuts through the clutter. Our team can help.
Types of triggers:
- Change of life status (marriage, baby, moving to new city)
- Market (product announcement, sale)
- Influencers (fashion, industry, celebrities, friends)
- Need (your car breaks down, hungry, etc)
- A brand introduces new possibilities within a product category (ipads, new flavor ice cream, virtual reality)
Things to consider:
- Being at the right place at the right time
- Leveraging positive emotional queues
- Differentiated marketing stimuli
- Being bold without being wreckless
- How to test marketing messages
- Micro-moments when potential customers turn to their mobile device for solutions.
Questions to ask your team:
- What are the triggers associated with our product?
- What are the intention-filled micro-moments throughout the day that could facilitate behavior toward purchase?
- Is our creative triggering demand? How can we test it in real market conditions?
- Is there data missing from our analysis?
Are you leaving money on the table? Missing opportunities to connect with potential customers or donors? Let's talk.