Understanding has its rewards.
The ineffectiveness and large licks of money lost on current advertising can be explained.
To many prospective respondents, consumers and customers the content, promises and lures are, to differing degrees, irrelevant. In short, they are simply not in the marketplace. Therefore, statements and declarations about comparative value, advantages and benefits don’t equate to any top-of-mind or back-of-mind criteria.
FRAME OF MIND
Prospective customers and consumers who are not connected are typically unresponsive. A primary task is to identify how best to engage them.
Researching, recognising, isolating and analysing the context in which advertising, marketing, communications are consumed, set aside or rejected highlights some significant facts and factors.
At present, the fundamental issue for a significant percentage of cost-of-living affected individuals is not…What To Buy?
It is rather… Should I Buy, And When?
The question marks in both texts are essential. That is, question all presumptions.
When cashflow is impinged, job security is questionable and disposable income is marginal, headlines which declare Bigger, Better, Cheaper or Faster do not register or resonate.
For those in that collective cohort, many will not be on the first step of the buying ladder. The audiences may be right or appropriate. Sadly, timing will determine to some considerable extent the relevance and success of the messages.
Therefore, stimulating interest and generating energy are pre-requisites to effective business development initiatives.
Advertising, marketing, promotions and merchandising may, variously be the means, channels or catalyst for facilitating progression through the typical seven steps of the purchase ladder or the phases of the opportunity funnel.
Each phase of both requires finessed messages and stimulants. That is, different phrases for different phases.
DIFFERENT FOCUS
A refined orientation and focus will enable determination, documentation and implementation of appropriate contexts, content, goals and outcomes.
At times like these, immediacy in sales increases can be overly ambitious. Success is or should be measure in countless metrics.
For most clients and consumers purchasing has been suspended or delayed rather than cancelled. That puts weight to the contention that they will have to weigh up all proposals.
Affordability, desirability and delight ability are each subjective and emotive in nature. In many circumstances the need exists to establish positive rationale, or endorsement of the decision process, rather than the value of the products, services and applications.
In this instance, it’s not an emphasis of advantages, benefits and rewards over the features, quality and durability. Rather it is the timeliness of the decision-making, purchase, acquisition and initial consumption. That is, gratification – but not necessarily instant gratification.
That puts to question the roles appropriate for branding, pricing, comparative values and specific offers, including finance, delivery, installation and service.
THE SHAPE OF THINGS
The very composition of advertising, marketing, merchandising, promotion and sales campaigns requires detailed forensic audits.
A basic tenet is “to put the customer in the picture”.
That mosaic is individualised, unique, personal and different.
Significantly, a sizeable proportion of clients and consumers who do enter the marketplace are not inclined to savagely reduce expenditure totals. Enhanced financial prudence will be applied to some degree to brand selection, model choices, volume and frequency. That can and typically will, include favourable consideration of house-brands, bulk discounts and time-specific special offers.
Most individuals, as distinct from business entities, are not inclined to formulate, document and implement budgets. The temptations of , and responses to impulse and spontaneous offers persist. Thus, point-of-purchase signal and directive verbal comments remain potential sales generators and leverage factors. Some principles do not age.
EVOKING TRIGGERS
For many, the prevailing trading circumstances are a reflection of changes in the states of mind of business leaders and team-members rather than changes in the economy.
Performances are materially affected by a lack of confidence, hesitancy, an absence of conspicuous pride, enthusiasm and energy and above all a reluctance to ask for the sale or business. If you don’t ask, you don’t get.
Rejection, or the declining of offers is seldom absolute. Figuratively, the door is often left slightly ajar, facilitating scope for follow-up, and possibly follow-through.
THE NEXT STEP
To increase relevance and to achieve resonance of companies, brands, products, services and applications, marketers need to determine how best to present and package what is on offer. One option is to make it…
· Basic
· Essential
No social standing need apply. It’s that basic and essential. And so, the process begins… should I buy, and when?
Barry Urquhart
Business Strategist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au