Consumer Path to Purchase - Discovery
A 360° Brand Journey from Discovery to Advocacy
Everyday consumers - your target audience - make buying decisions through all kinds of intel, inspiration or emotional connections. It might be an advertisement, news report, a conversation with a friend, a product trial or one-to-one selling. Those triggers are part of the Consumer Path to Purchase. The path is not linear as people can come in and out of the steps but the idea is generally consistent with discovery and engagement, leading to conversion, instilling loyalty and advocacy.
The Path to Consumer consists of the below steps. In today's blog we will focus on Discovery.
The Path begins with the Discovery phase. Consumers’ discovery of your products and services is very holistic with a wide variety of channels to experience. Consumer research via the internet (searching, advertising, influencers) and in-store engagement (point of purchase, packaging, sampling) combined with other touchpoints ultimately encourage a person to engage with a brand or individual product.
To effectively engage with customers at this stage it is good to connect with your consumers with engaging content. Content should be dispersed using a 30/60/10 ratio. 30% of what your customers see should be original/branded content directly from your company. A large chunk, around 60% of your content should be curated from other sources (news-jacking, trend stories, related lifestyle stories) that relate to your brand. The final 10% should be promotional. All content should be dispersed using a variety of channels, ranging from social media or email blasts to newsjacking or offline product education.
Influencers can be instrumental during the Discovery phase. Partnerships with micro-influencers can be leveraged for maximum exposure via product reviews or educational content. An identical message could be reflected in your digital ads space to maximize content frequency. Consistent messaging should also connect with your packaging and other marketing materials. Your messaging should be consistent, vibrant, informative, and match your brand character.
- 30% Original/Branded, 60% Curated, 10% Promotional Content
- Influencer Partnership
- Digital Advertising
- Retail Shelf Presence
360° Holistic Adventure
The Consumer Path to Purchase is an exciting journey for both the brand and the consumer. Your brand vision and messaging ultimately connect with your customer and they, in turn, identify with and support your product or service. Success is right around the corner and the drive is a 360° holistic adventure - Discovery, Engagement, Trial, Conversion, Loyalty, and Advocacy - all connecting to build up the awareness of your brand and the engagement of current and new fans.
The world is changing fast and the Path to Consumer shifts with consumer attitudes, the numerous connected devices, brick and mortar outlets, and direct to consumer shout-outs that happen in our chaotic world. Be sure to know your customer - where, how, and why they are shopping. Knowing your target consumer allows you to identify and develop effective marketing communications strategies and guide them through the journey. Frequent touch-points need to happen on the road in order for consumers to become loyal advocates for your brand.
Start your messaging from the top with your brand Vision and Values. What inspiration and storytelling can you bring on the journey that will motivate your fans? The story is more than just your product, it is the deeper connection of the business and the personal story of why it came to be and the team that keeps it alive. It’s time to impress, influence, and galvanize your fans to believe in your vision and hop in for an adventurous ride. Not only are your existing and new customers on this journey so are you. What a fun ride it can be, drive with intention, relevance, and focus and this adventure will be one to remember.
Have questions or need help designing your Path to Consumer? Lets Talk.
About Brand Guide™
Brand Guide supports consumer packaged goods companies in the start-up and growth-stage struggling with inconsistent brand messaging and the execution of that messaging and would like to find a clear path to spark a change in their communication strategy. Brand Guide enables teams with smart branding and marketing insights that take into account the company’s stage of business. We understand team passion and bring the energy and drive to deliver a plan of action for brand development, marketing communications, and engaging storytelling. For more information, visit www.kristinecareybrandguide.com
About Brandamentals Academy™
Brandamentals Academy is an eLearning marketing communications curriculum for startup and emerging brands that are purpose-driven with better-for-you products and services. A new course “How to position your brand for success with consistent messaging” is launching in January 2021. If you are interested in more information email Kristine@kristinecareybrandguide.com
Six Steps to Win your Consumer
on their Path to Purchase Webinar
Checkout the upcoming webinar, Six Steps to Win your Consumer on their Path to Purchase. It is a great roadmap that will help you engage your consumers on their path to purchase. You can kick-off the new year with the Six Areas of the Consumer Path You Can Leverage in your Business: Discovery, Engagement, Trial, Conversion, Loyalty, and Advocacy. This webinar will outline key areas for you to focus on and make an impact. Invest in each turn along the journey and invite your consumer to hop in for the ride.
Register for the webinar
May 4th, 2021 - Tuesday: 1 est, 12 cst, 11 mst, 10 pst
January 5th, 2021 - Wednesday: 3 est, 2 cst, 1 mst, 12 pst
January 6h, 2021 - Thursday: 5 est, 4, cst, 3 mst, 2 pst