A big mistake many brands often make is thinking they know their consumers and what decisions they will make. However, having the wrong target audience in mind or not knowing their consumers' purchase decision-making process could be harmful to the brand and result in big marketing flops.
To avoid these mistakes, we will learn how to leverage the 5 steps of the buying decision process and adapt it to your ideal target to create successful campaigns and improve your brand. This time we will put Disney on hold and analyze a rising brand in the industry after identifying its true target audience. Any guesses? If you thought about Stanley, then you were correct.
Let’s start by defining the consumer buying decision process. According to Shopify’s blog, it can be defined as “a series of stages that customers go through when purchasing a product or service.” These five steps in total are the process consumers go through before making a purchase:
Need Recognition
The step in which the consumer realizes they have a problem, or something is missing in their life.
For example, for many years Stanley targeted “workmen and outdoorsmen” as the best thermos capable of keeping their drinks cold all day long. However, what they did not realize is that this target did not consider cold water all day long as a need and did not even find the “Stanley Cup” a necessity in their lives, so the business for this product was not really taking off.
Information Search
In this step, the consumer starts researching possible solutions, products, or services for their need.
But you might be wondering if the target was not looking for a “Stanley Cup,” how did they get to this stage? Well, this is when the target shift comes into play because, after years of unsuccessful campaigns on this product, three women who owned a popular blog and Instagram page named The Buy Guide, Linley Hutchinson, Ashlee LeSueur, and Taylor Cannon, realized there was a broader target out there for it and recommended it on their socials as the best-insulated cup for women. A target that, of course, was looking through the internet for something that would help them stay hydrated all day long.
Evaluation of Alternatives
When the consumer puts all the cards on the table to find out which option aligns with all their needs (from budget to availability) and will give the best results.
So, this is when the Stanley Cup’s game was on, by being capable of keeping drinks cold or hot for up to 18 hours, and thanks to The Buy Guide, many female consumers were finding the benefits of a tumbler that could be a game changer in their daily lives with all the features they were searching for. Because who understands women better than women?
Purchase
The stage where the consumer finally acquires the product or service and receives its benefits in return.
After reading about all its benefits, many women were on the hunt to find the Stanley Quencher, which, thanks to its unpopularity in the past, was not a priority for the company. So as you can imagine, it sold out faster than freshly made donuts during peak hours, demonstrating to the company not only the power of social media but the unexplored market they had available and the potential this product could have.
Post-Purchase Evaluation
Consumers evaluate their purchase and overall experience to assess whether they will get it again. Marketers must pay attention to this stage to build brand loyalty and make consumers come back or recommend the product.
The Buy Guide not only recommended Stanley to the world but also invited consumers to tell the brand how much they love their product so they can increase production and make it more available. The cup also became viral on social media, becoming a necessity for women who wanted cold water and to fit into trends. However, Stanley did listen, and after partnering with its lifesavers, Linley, Ashlee, and Taylor, to help them market it correctly, they also started creating different colors, designs, and themes to make the cup the perfect fit for their female audience.
So, as you can see, having the right target in mind can save your brand from bankruptcy and even skyrocket sales with the most viral tumbler. According to Forbes, Stanley Quencher made over $750 million in revenue in 2023, which represents more than a 300% increase from 2019. If you want to learn more about how they went from zero to hero by adjusting to the right target audience and their needs, read this Marketing Dive article on “Stanley’s Rise.”
And now you know, next time you are planning a campaign for your brand and products, think first about who your target audience is, what their needs are, and more importantly, how you can help them understand their buying decision process and effectively sell your business.
We will be diving deep into the consumer's brain to understand the behind-the-scenes of the buying process and effective marketing campaigns, so do not forget to subscribe and check out our previous posts. See ya’ real soon.
ความคิดเห็น