A NEW LOOKAT HOW PEOPLE BUY

Introducing our latest creation: The Mobius Cycle.This is a customer-centric situational marketing model that helps assess, diagnose and explain how he or she experiences brand interactionsin a non-sequential fashion. Instead of looking at the lifecycle with a single point of entry, we looked at the entire process holistically. Thisallows you to see how one segment affects and overlaps with the others, and determine the strengths and weaknesses within the cycle. Wecreated six main areas of focus and looked at each element individually, analyzing the cycle as a whole to inform a complete marketing planfor any business model.

Mobius Cycle segments at a glimpse:PRODUCT

CONCEPTION

PURCHASE

LOYALTY

CONSIDERATION

IMPRESSIONS

Your product constantly lives at the center of the cycle and affectsevery marketing conversation. You need to address this first. Wehave this sector running parallel to IMPRESSION and runningthroughout the entire purchase lifecycle.

This is the segment where the customer need/want/desire/habit/interestis planted. It could stem from a hole in your shoe,viewing an ador reading an article. It is the conscious and subconscious thoughtof wanting to buy something.

Active evaluation and research of your purchase options. This may happen before a need (CONCEPTION) has ever been identified, or after viewing an impression or seeing a product.

We define this segment as the actual act of purchasing. It’s important to include purchase accelerators and direct-response drivers in this category, too, because they fuel purchase behavior, using couponsand limited-time offers. There isgreat overlap and sharing between this segment and Impression.

This segment includes all post-purchase experiences and perceptionsof product usage. It can be a review you give a friend or simply how you feel about it in the morning. This is a very important segment, and it ties very closely not only to the product segment but also isan important driver into all other segments.

This could range from a referral, a review, an endorsement, point of sale or package design to an article, ad or website — oftenreferred to as stimuli. Again, this segment runs the entire length.

CONSIDERATION

CONCEPTION

PRODUCT

PURCHASE

IMPRESSIONLOYALTY

206.285.1940 | slf@williams-helde.com