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THE PURCHASE SEQUENCE Getting Specific in Your Promotion Plan

THE PURCHASE SEQUENCE Getting Specific in Your Promotion Plan. M. Piczak January 2007. THE SEQUENCE. Not lockstep Some overlap between stages Hard to jump steps Appeals to one stage can cross over into other stages

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THE PURCHASE SEQUENCE Getting Specific in Your Promotion Plan

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  1. THE PURCHASE SEQUENCE Getting Specific in Your Promotion Plan M. Piczak January 2007

  2. THE SEQUENCE • Not lockstep • Some overlap between stages • Hard to jump steps • Appeals to one stage can cross over into other stages • Applies much more to high involvement decisions as distinct from low involvement decisions

  3. THE GENERIC PURCHASE SEQUENCE KNOWING THAT A PRODUCT OR SERVICE EVEN EXISTS AWARENESS CLARIFYING THAT KNOWLEDGE INTO A NEED OR A WANT INTEREST FORMING THE DESIRE TO ACQUIRE THE PRODUCT OR SERVICE INTENTION GOING ABOUT SECURING THE PRODUCT OR SERVICE PURCHASE POST PURCHASE DISSONANCE REDUCTION VIGILANCE FOR CONFIRMING INFORMATION/OPINIONS SUGGESTING THAT GOOD PURCHASE WAS MADE

  4. THE TYPE OF DECISION WHETHER SEQUENCE IS RESPECTED DEPENDS ON TYPE OF PURCHASE LOW VERSUS HIGH INVOLVEMENT • Some number of risks must be managed: • Social • Performance • Financial • High involvement examples include cars, clothing, jewellery, furniture, perfume, liquor, wine, home, significant other for the discriminating suitor

  5. DEVELOPING AWARENESS WHAT DOES AWARENESS OR A LACK THEREOF SOUND LIKE: • “I didn’t even know there was such a thing…” • “Have you heard of this thing…” • “Have you seen this thing…” • “What’s that…?” • “I didn’t even know there was such a thing” • “I’ve got to show you this…” • Associated with relatively new products and services

  6. Ads Commercials Signs Company vehicle signage Mailings (targeted using Canada Post system and Pegasus) Sponsorship (events, teams) Newspaper article (write self with pic) Celebrity endorsement (Mat Hayes for windows) Sampling (in store like Costco & freebies in mail) Use point of purchase displays Continuous run tapes/DVDs on TVs in stores, spas, lineups (Canada’s Wonderland) logos on cups/mugs/T’s (corporate wear/stuff; www.breakawaydistributing.com) Local talk shows on radio, Cable 14 Informercials Drive demo vehicles (Ford) GETTING SPECIFIC ON AWARENESS

  7. DEVELOPING INTEREST How can you tell a person is interested? • Enthusiastic • ‘cool’ • Want to handle the product • They followup onto a web site • Ask for literature • Provide phone number for followup

  8. GETTING SPECIFIC ON INTEREST • Deals & sales • Giveaways • Trade shows/demos • Convenience (show how e-z to use or get to in terms of location) • Comparative advertising • Positive review (testimonials) • Word of mouth (word spreads in terms of both good & bad) • Visual appeal (colours, sex appeal) • Beta versions of products in key influencers hands (software)

  9. GETTING SPECIFIC ON INTENTION HELPING PEOPLE FORM THE DESIRE TO ACQUIRE THE PRODUCT OR SERVICE • Membership & clubs • Time trials (field testing) • Limited time offers (buy now or “while supplies last” or “offer valid until” as the call to action) • Narrow/exclusive distribution channels • Extras/bonus/free delivery (create urgency & need to act) • Guarantees • Including features customers want (found out by surveys) • Price comparisons (Cheryl MacLeod’s payroll service advantage calculator)

  10. GETTING SPECIFIC ON PURCHASE • No interest • Paying on installments • Door crashers • Buying in bulk • Gift pack (perfumes) • Warrantees removing risk • Point systems (coffee and Toppers Pizza) • Layaways • Discounts & giveaways • Draws • Limited time offers • Coupons • Demos & testers • Trial purchases (keep for a while and return if don’t like it – mattresses, cars)

  11. GETTING SPECIFIC ON POST PURCHASE DISSONANCE REDUCTION BEHAVIOUR • Information search activities aimed at reducing buyer’s remorse and tension • Tries to reinforce the notion that a good decision was made • Good reviews • Guaranteed low pricing (2 month price guarantee) • Extra warranties • Blog on internet • Offer quality/responsiveness that becomes word of mouth • Full money back guarantee • Procedures for dealing with problems

  12. SO? • Now keep these ideas in mind as you fashion your instant (“attention shoppers” at Wal-Mart), monthly, daily promotion plans

  13. PROMOTION FREQUENCY VARIES • Can be monthly • Can be daily (restaurants, bars) • Can be instantaneous (“attention shoppers…”

  14. YOUR PROMOTION PLAN

  15. THE PURCHASE SEQUENCE:Now Get Specific M. Piczak January 2007 The end

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