New Consumer Journey - Marc Williams

Enter the

Mobius™

PSAMA MarketMixMarch 26, 2014

People are smart. It’s a whole new world.

A burning case for a new model.

How the Wolf became an American.

The funnel is really a hurricane.

Tired of the same answer?

Ask a different question.

MOBIUS

Brand & Product

A brand sets expectations and removes a product from parity.

Start your marketing with the product itself.

STRAND #1

ALWAYS ON

Influencers

Influencers create an impression.

From ads to social media, online reviews, PR, Point of Sale, etc.

This is an area most marketers are comfortable with creating.

STRAND #2

ALWAYS ON

Conception

Or here.

STRAND #3

The Need

The need, want, hunger and desire start here.

But unlike traditional models, our cycle may not start here.

Consideration

Active evaluation

Major crossover with Influencer strand

Most major change in how we advertise needs to be addressed here.

STRAND #4

Making a choice.

Purchase

The transaction experience.

Includes: Purchase triggers such as coupons, price, ease of transaction, availability, online store experience, and sales assistance.

STRAND #5

The choice is made.

Experience

How does it work; as advertised?

Customer service, warranty, CRM

Will it create loyalty? Will you tell your friends?

STRAND #6

Post-purchase

Choose your own adventure

Genre • Product • Character

Pick a card,

any card

DiagnosticsHow to apply the Mobius Cycle

A letter from you.

Write down the one thing you want to remember about the Mobius Cycle and how it applies to your business.

We’ll collect all the cards and mail them to you in 2 weeks.

Applied learning

But wait, there’s more.Questions and a special offer.

mjw@williams-helde.com