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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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Presentation Transcript
the sequence
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
the generic purchase sequence
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

the type of decision
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
developing awareness
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
getting specific on awareness
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
developing interest
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
slide8

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)
getting specific on intention
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)
getting specific on purchase
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)
getting specific on post purchase dissonance reduction behaviour
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
slide12
SO?
  • Now keep these ideas in mind as you fashion your instant (“attention shoppers” at Wal-Mart), monthly, daily promotion plans
promotion frequency varies
PROMOTION FREQUENCY VARIES
  • Can be monthly
  • Can be daily (restaurants, bars)
  • Can be instantaneous (“attention shoppers…”
the purchase sequence now get specific

THE PURCHASE SEQUENCE:Now Get Specific

M. Piczak

January 2007

The end