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 Trial.

• Discovery
• Engagement
• Trial 
• Conversion
• Loyalty 
• Advocacy 

The product Trial phase offers the consumer a physical and emotional interaction with your product. It is a persuasive opportunity to get a step closer to purchasing your product. This will end up being the first physical interaction consumers have with your product.

When people try a product they are more likely to purchase the product as the consumer has the opportunity to explore the products and see if it is right for them with little to no investment capital. A trial urges the consumer to purchase immediately and they are also more likely to upgrade their product selection.

The goal of the trial phase is to provide a low barrier of entry to get customers trying the brand/product. There are many ways to execute the trial. The following techniques are just a sampling:

• Offer a free sample size via a brand website after reaching a dollar threshold
• Create a sample size which allows for a low dollar amount barrier that is easily reached
• Harness the power of influencers. 
• Maximize your media relations and effectively use PR outreach to connect with the media for product reviews, thought leadership and opportunities for sampling events
   

Trial Tactics Examples

• Free and/or Discounted Samples on your Website
• Partner with Influencers in your Category
• Media Relations with a Sampling Campaign
• E-Tailer Partnerships with Free Samples in Orders
• Subscription Boxes
   

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 or visit https://www.kristinecareybrandguide.com/brandamentals-academy

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
http://ww.kristinecareybrandguide.com/webinar-registration

Three Dates to register for the Free Workshop

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