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Consumer Products brands develop marketing plans to address each step that ultimately should lead to Purchase. Every consumer, consciously or subconsciously, goes through this path Brands that attempt to ignore this do not have successful product launches
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Consumer Path to Purchase
Using the Path to Purchase in…Getting Your Product Off the Shelf… and On To the Consumers Plate
“If you only have a hammer, you tend to see every problem as a nail.” Abraham Maslow
Everyone is trying to sell you the solution to generate new customers and revenue for your business…
so you hear…
You need a Facebook page… OR… We can help you create a website… OR… You need SEO to drive business… OR… We are branding experts and will design a killer logo… OR… for a monthly fee we will get bloggers to rave about your product… OR… we’ll mange your public relations for a monthly fee…
What you really need is to understand…
what your customer is looking for and how she buys so…
Path to Purchase
…you need to manage the
How to Use This
• Think through each of the steps that follow• Put yourself into your customers “shoes” and
think like your customer, not the brand!• For every marketing tactic you execute, it will
cost you money and time• Since it costs you money AND often you have
only ONE chance with the consumer… then…
How to Use This
For each company that is trying to sell you marketing, public relations, social media,
packaging, etc…• Tell them your marketing dollars must address
each step in the Path to Purchase• Have them clearly how their plan addresses one
or more of the steps• If they don’t understand this or tell you it is not
necessary… find a new provider!
Awareness
Domenick Celentano
How to Get Your Customer to Buy
Every consumer, consciously or subconsciously, goes through this path
Brands that attempt to ignore this do not have successful product launches
Awareness Interest Evaluation Trial Purchase
Consumer Products brands develop marketing plans to address each step that ultimately should lead to Purchase
Awareness
Domenick Celentano
Awareness
The first objective for a new brand/new product is to create Awareness
• No matter how great your product tastes, consumers can’t buy if they don’t know you exist
• Awareness can be generated in many ways. Here are several examples– Packaging (can be the MOST important)– Traditional advertising– Social/Digital Media– In Store Point of Sale– Event Marketing
If a tree falls in the forest, does anyone hear it?
• What is your brand positioning? Based on your Positioning Satement and Perceptual Map
• Since different consumers have different purchase motivations , what are your customer segments? product
Domenick Celentano
Messaging
Positioning
Awareness Interest Evaluation Trial Purchase
Segmentation
Awareness
After Awareness is generated…
• What messaging develops a positive brand perception with the customer?
• Since different consumers have different purchase motivations , what is the message that best addresses your customers motivation to purchase your product
Domenick Celentano
Messaging Perception and Motivation
Awareness Interest Evaluation Trial Purchase
What is their Perception?
What is their
Motivation?
What is their Goal?
Awareness
Domenick Celentano
Messaging Perception and Motivation
Awareness Interest Evaluation Purchase
Your marketing efforts then need to address…
• Messaging that gets your customer Interested in… Learning (Evaluating) more about your product
If you fail here… you lose!
• At the Evaluation (Learning) stage, your message needs to be highly relevant to what the consumer wants/needs in order to convince them to try your brand
Awareness
Domenick Celentano
Messaging Perception and Motivation
Awareness Interest Evaluation Trial Purchase
If you fail here… you don’t get the sale! So plan on crossing the finish line…
Once you have convinced your customer…
• What do you have to “say” and offer to get them to try your product for the first time?
• After they try it (and hopefully like it) what is your message that will reinforce their continued purchase of your brand?
Domenick Celentano
Remember…
“It takes more than a great tasting product to
be successful in the food business”
Awareness Interest Evaluation Trial Purchase
Consumer Path to Purchase
Using the Path to Purchase in…Getting Your Product Off the Shelf… and On To the Consumers Plate
www.thefoodprenerur.com http://blog.thefoodpreneur.com/ [email protected]
