How we move - trends, insights, marketing, strategy: Love advice for brands: If you want to get married - don´t dress for a one night stand.
Love advice for brands: If you want to get married - don´t dress for a one night stand.
The classic purchase funnel goes: awareness, opinion, consideration, purchase, loyalty (and then back again I guess...) My version is based on another area of life, close to our heart, to illustrate that the relationship between a successful brand and consumer is really like a Relationship. Not a brief encounter, not a fling, not a long-distance relationship.
If you saw these people, you would be aware of them, wouldn´t you? But would you fancy them? Would you go out with them? Would you marry them? I´m sure they are all awesome and very likeable, but I´m sure you get the point... To only ask the agency to create "awareness" is to ask for scrubs.
You want consumers to like you long term. You want them to have a clear image in their head of what you stand for and what you can offer them. You want the money spent on a campaign today to generate sales a year ahead. You want more!
But I´m just saying... If all you want to be happily married, don´t aim for a one night stand.