Marketing

By Elizabeth Boineau

Use multiple marketing methods to influence consumer buying power

You have heard that the third time is the charm in the game of life. Maybe you perfect your skills by the third try, or maybe three is a lucky number, but in marketing, three times is not enough when it comes to influencing your target audience.

Influencing and/or changing the purchase behavior of a prospect with little or no awareness into selecting your product or service takes reaching out to them five times, ideally through five different means that embody the same message of beneficial differences and contains a clear call to action. A well-defined position and message communicated with consistency and repetition through various avenues lead to the sale. Understanding how the human brain processes information relative to buying decisions can lead to more successful marketing efforts.

The reasons why five “touchpoints” are important to converting a prospect to a customer boil down to the psychology of human behavior and what it takes to influence that behavior. Consumer behavior involves recognizing needs and finding a way to solve them; making a decision about what brand, when and where, interpreting information, making plans, and then actually buying. When and how is the consumer motivated to buy? How can you be at the frontline of the cognitive process that leads them to choose a particular brand?

Sometimes physical factors are at play, such as being hungry. Having skipped breakfast, we peruse the food section and read about the latest spring/summer menu at a popular restaurant. Chances are good that we may pick up the phone to make a reservation.

Sometimes decisions are based on values we perceive in a particular brand. Owning a Hummer makes a statement of status, and there is something about its size and power, I would purport. Do we get ahead by carrying our Prada bag to work and donning our Jimmy Choo shoes? Will we pick the premium brand, while spending above our means, as a way to get there?

Cultural factors also influence these decisions. What did your family choose? What ethnic group do you belong to? So ingrained are some buying behaviors that they are often made without conscious thought.

Attitude, a composite of consumer beliefs and feelings about a pending purchase, also influences the buying decision. Positive or negative personal experiences, the opinion of a third party and/or the moral values one possesses all affect opinions. Attitude leads to logical decisions, but sometimes emotion and other needs can change behavioral intent. While I may not like the new menu at a restaurant, my friends continue to go there, so I will as well.

You want to buy a car that makes you feel younger and sexier. This emotional drive overrides the rational, especially when you see the advertisement with the attractive young woman in the front seat of the red convertible, whether you can afford that or not. Coupling that desire with information that tells you this particular car is the safest convertible on the road, has great gas mileage and holds its value, draws you still closer to the purchase. Add in the end-of-month bargains and a free car wash every week, and you are hooked.

After recognizing the needs, values and attitudes that influence behaviors that lead to action, what steps does the consumer typically go through to make a decision? First is recognition of the need, second is an information search, third is an evaluation of alternatives and fourth is the buy. Seeing this chain of decision-making helps explain why we have to “touch” the audience a number of times during the process to lead them to a decision that is a win for your brand. How your prospect gets to awareness, then information, evaluation and decision, and how the process is timed, takes us back to the rule of five.

What are some of the ways to gain the exposure that leads to awareness, analysis and a buying decision?

• Well-placed articles and announcements of timely events within your company and industry.

• An appealing Web site that tells the story eloquently yet simply using both words and graphic elements.

• Well-designed and strategically placed ads help reinforce what the brand stands for and updates the audience on key offers, additional benefits, new people, new offices and new offerings.

• Direct marketing aimed straight at the consumer could include a letter, eye-catching postcard, teaser and/or giveaway sent to the mail box or inbox.

• A phone call or e-mail outreach to reinforce your desire to answer their need for a house, car, new phone service, great dinner and more.

Intermittent timing of the outreach allows the human brain to digest the information about your product in a way that flows along the path of decision-making and helps guide them to your brand as the preferred choice.

The next time you sit down to revamp your marketing communications program, consider how the customer thinks when making a purchase, and do all you can to make sure the fifth time will be the charm.

Elizabeth L. Boineau runs E. Boineau & Co., a Charleston-based strategic marketing communications and public relations firm. She can be reached at eboineau@eboineauandco.com.

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