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How Do Your Customers Make Buying Decisions Aaron Abbott
 

How Do Your Customers Make Buying Decisions Aaron Abbott

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    How Do Your Customers Make Buying Decisions Aaron Abbott How Do Your Customers Make Buying Decisions Aaron Abbott Document Transcript

    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   1     How  Do  Your  Customers  Make  Buying  Decisions?   Aaron  M.  Abbott   www.BrandLessBox.com   January  10,  2010     The  following  flow-­‐chart  uncovers  the  buying  process  of  the  consumer  and   how  to  effectively  implement  existing  insights  and  future  developments  to  assist  the   consumer  to  a  successful  conversion  determined  by  the  company—The  Institute  for   Forensic  Education  (IFFE).     Stage  1       Consumer:  unaware     Company:  generates  awareness  (of  need,  product  or  service)         Existing  Tactics:     PPC  ads,  Social  Networks,  New  site  development         The  current  efforts  of  IFFE  have  built  a  recognizable  and  respected  brand   amongst  the  primary  target  market  (the  teachers  and  schools)  within  the  Criminal   Justice  System.    However,  the  secondary  market,  the  actual  primary  users  of  the   training  resources  (the  students),  has  had  little  to  no  exposure  to  the  training   resources.    IFFE  relies  on  word  of  mouth  from  the  existing  primary  target  market.     IFFE  has  recognized  that  the  students  are  unaware  of  the  training  resources  and  the   very  purpose  of  the  development  of  www.CJexchange.com  is  to  expose  the  students   to  these  resources,  and  provide  them  with  access  to  the  entire  video  library  at  very   affordable  rates,  for  the  duration  of  their  semester—in  tandem  with  a  slew  of  Web   2.0  tools  and  solutions.    Using  varied  social  networks  and  viral  marketing  efforts  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   2   will  stimulate  word-­‐of-­‐mouse  campaigns  that  will  be  supported  with  strategic  PPC   and  display  ad  campaigns  that  will  uncover  the  brand  that  IFFE  has  built  amongst   the  student’s  instructors—the  existing  primary  target  market.    The  students  have   not  been  ignored.    IFFE  has  attempted  to  provide  distribution  opportunities  to  the   schools  using  existing  resources,  but  the  process  is  too  involved  and  the  aching   economy  has  not  helped  in  any  way.    IFFE  will  now  go  directly  to  the  students  in  an   effort  to  engage  these  consumers  in  a  way  that  will  make  them  aware  of  the   resources  and  aware  that  they  can  afford  them,  and  that  the  use  will  benefit  their   educational  goals.       Stage  2       Consumer:  aware  of  need,  develops  specificaBon       Company:  posiBon  features,  benefits  and  brand           Existing  Tactics:     SEO,  Focus  groups           IFFE  has  conducted  focus  group  studies  that  have  provided  feedback  to  the   fact  that  the  students  love  the  resources  and  that  they  are  willing  to  spend  up  to     $60.00  dollars  for  the  program.    While  students  in  general  are  unaware  of  the   existence  of  the  training  videos  and  resources  that  currently  exist—unless  they  have   been  exposed  to  it  by  a  purchasing  institution,  or  via  search  engine  research—those   that  have  seen  the  product  have  commented  on  the  value  they  see  and  how  much   they  can  benefit  from  the  exposure  to  the  content.    The  students  are  aware  they   have  limited  exposure  to  footage  of  crime  scenes  resulting  in  death  and  autopsies.     With  this  knowledge,  IFFE  is  able  to  confidently  step  forward  in  knowing,  as  more   specific  needs  surface,  implementation  will  lead  to  conversions  as  long  as  the  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   3   market  can  understand  that  IFFE  provides  what  they  need.    Specifications  of  the   potential  market  implemented  by  IFFE  will  allow  the  company  to  corner  the  market   that  already  has  no  true  competitor  in  relation  to  the  substance  of  the  product.    The   brand  will  become  recognized  as  an  innovator  and  leader  in  providing  training   solutions  and  tools  via  the  Internet  for  the  Criminal  Justice  System  as  students   purchase,  use,  and  communicate.    Providing  access  to  message  boards,  blogs,  and   even  opt-­‐in  e-­‐mails  will  provide  stronger  branding  and  an  ability  to  hold  the   position  as  the  leader  in  the  market  for  providing  the  specified  benefits  of  these   resources—as  dictated  by  the  users  themselves.     Stage  3       Consumer:  supplier  search       Company:  generate  leads  (engage  and  capture  interest)               Existing  Tactics:     Partnerships,  PPC  ads,  Search  Engines         As  the  consumer  begins  to  actively  seek  solutions  to  their  perceived  needs,  it   is  the  responsibility  of  the  company  to  position  itself  in  such  a  way  that  they  can   easily  be  found.    Whether  this  be  through  strategic  PPC  campaigning,  or  through   viral  campaign  efforts,  the  customer  must  be  able  to  find  the  resources,  and  know   that  these  are  the  resources  they  must  utilize  to  satisfy  their  need.    Currently,  IFFE  is   ranked  1st  on  many  related  keyword  searches—which  direct  the  Internet  user  to  the   current  solutions  at  www.ForensicDeathInvestigation.com.    Once  the  new  resources   are  ready  for  launch,  implementation  of  links  and  information  to  the  new  site  from   the  existing  site  will  prove  to  be  a  great  gateway  to  generate  qualified  leads;  while   being  supported  by  the  existing  network  of  content  users  that  has  been  built  over  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   4   the  past  5  years.    IFFE  is  also  involved  with  link  and  banner  exchanges  with  3   different  Criminal  Justice  System  Web  sites.    Additionally,  these  will  prove  to   valuable  lead  generation  vehicles.    With  products  that  are  made  with  these  users  in   mind,  when  they  find  the  resources,  their  decision  making  process  will  be  supported   and  nurtured.    This  will  be  implemented  once  they  catch  the  IFFE  scent,  and  are  led   down  the  conversion  path.    Further,  previews  are  in  place  to  engage  the  interest  of   the  customer  at  this  stage  of  the  decision  making  process.     Stage  4       Consumer:  evaluate  and  select     Supplier:  assist  purchase  decision           Existing  Tactics:     SEO,  Organic  searches,  Current  branding,  Previews         With  strongholds  on  keywords  as  CSI  training,  Forensic  training,  and  others,   it  will  be  very  hard  for  any  would  be  competitors  to  rise  above  the  current  organic   search  engine  rankings  IFFE  has  earned.    It  is  the  responsibility  of  IFFE  to  use  this   opportunity  to  allow  future  users  to  be  able  to  get  the  necessary  information  in  their   evaluation  and  selection  of  these  training  resources  they  are  in  need  of  to  support   their  education.    They  are  wondering  how  much  they  have  to  spend,  what  they  are   going  to  get  from  the  purchase,  and  what  value  the  product  has  for  them,  as  well  as   for  peers  in  their  associated  market.    With  such  institutions  as  the  FBI  Training   Academy,  and  other  international  agencies  utilizing  the  existing  resources,  brand   value  is  supported  and  will  assist  in  this  phase  of  the  decision  making  process.     Showing  the  students  that  the  schools  pay  nearly  $800.00  dollars  for  these   resources,  and  that  they  are  being  provided  with  the  same  solutions  under  $60.00  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   5   dollars  should  assist  further  in  the  value  they  are  receiving  directly  from  the   producer.      With  reputation  in  place,  and  more  than  100  Universities,  Institutions,   and  Agencies  already  having  implemented  the  resources  into  their  curriculum,  the   consumer  will  have  confidence  in  the  purchase  they  are  going  to  make.    Further,   they  will  understand  why  they  are  making  the  decision  to  purchase.    They  need  to   be  exposed  to  this  content,  and  this  content  is  found  nowhere  else.     Stage  5       Consumer:  purchase       Company:  facilitate  purchase               Existing  Tactics:     Security  Certificates,  PayPal         Once  the  consumer’s  mind  is  made  up  and  they  are  ready  to  make  the   purchase,  IFFE  must  facilitate  this  action  with  as  simplified  a  process  as  possible.     Studies  and  direct  experience  have  proven  how  frustrated  the  consumer  can  get  in   this  process,  ultimately  leading  to  abandonment  and  a  failed  conversion.     Alternative  payment  options  should  be  in  place—such  as  PayPal,  Google  Checkout,   and  even  an  internal  processing  feature  supported  with  SSL  certificates.    Security   verification,  such  as  Hacker  Safe  and/or  McAfee  Secure  will  facilitate  this  confidence   that  their  transactions/data  are  safe  and  secure.    When  the  consumer  chooses  to   utilize  PayPal,  or  the  like,  they  are  comfortable  with  the  process  those  services   institute.    However,  for  those  who  choose  to  make  the  purchase  within  the   architecture  of  IFFE’s  site,  the  process  must  be  as  minimal  as  possible.    Ask  the  least   amount  of  information  while  reinforcing  the  time  necessary  to  complete  the  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   6   transaction.    The  process  is  facilitated  with  a  user  conscious  and  willingness  to   convert.    IFFE  has  some  of  these  features  in  place,  and  all  have  proven  to  be  valuable   in  the  course  of  the  growth  of  the  company  and  the  brand.    One  feature  IFFE  must   implement  is  the  ability  for  the  consumer  to  call  in  via  telephone  to  place  their   orders  directly.    Consumers  have  called  in  the  past  with  this  very  need  in  mind.     Another  consideration  is  to  have  those  users  who  registered  to  preview  training   samples,  have  their  account  information  automatically  filled  in  when  they  arrive  on   the  purchase  page.     Stage  6       Consumer:  post-­‐purchase  evaluaBon  and  feedback     Company:  support  product  use  and  retain  business           Existing  Tactics:     Lifetime  guarantee,  Unlimited  access,  Direct  contact         Some  users  will  decide  to  purchase  the  physical  DVD  training  set.    While   other  users  will  choose  to  purchase  Online-­‐only  access  to  the  training  resources.     When  a  consumer  purchases  the  physical  DVD  training  set,  they  are  given  lifetime   access  to  the  Internet  resources.    They  are  required  to  register  their  product  and   complete  their  user  profile  (including  current  e-­‐mail  and  contact  information).    In   either  case,  IFFE  is  guaranteeing  some  form  of  direct  contact  to  each  and  every  one   of  the  users.    Surveys  will  be  implemented  in  the  post-­‐purchase  time  period.     Conversion  of  surveys  will  be  supported  with  promotions  that  will  provide  the   consumer  with  access  to  free  downloads  otherwise  unavailable.    Auto-­‐responders   will  be  implemented  in  the  post-­‐purchase  process  that  will  provide  the  consumer   with  opportunities  for  feedback  and  input.    Users  will  also  be  made  aware  to  look  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   7   out  for  future  updates  and  product  releases.    Lifetime  guarantees  are  provided  on   the  physical  DVD  set’s  and  it  will  be  advantageous  to  the  company  to  create  a   feedback  forum  that  will  allow  those  in  the  post-­‐purchase  phase  to  post  their   comments  of  the  value  they  find  in  the  resources.    Contact  numbers  are  prominently   displayed  and  operators  can  be  reached  24-­‐hours  a  day.    IFFE  will  always  ask  for   input  on  what  the  market  needs  and  do  all  it  can  to  provide  them  with  these   solutions  as  soon  as  realistically  possible  with  the  existing  resources  of  the   company.     Conclusion     The  preceding  flow-­‐chart  surmises  the  six  stages  of  consumer  decision-­‐   making/buying  process  for  www.CJexchange.com.    Please  be  aware  that  the  site  is   still  under  construction  and  IFFE  will  use  insights  based  off  user  experiences,   feedback,  and  comments  from  their  primary  Web  site,   www.ForensicDeathInvestigation.com.    The  goals  include  determining  decisions   that  current  users  of  the  product  have  made  in  their  processes  and  how  the   company  can  apply  this  feedback  to  ensure  future  conversions  via   www.CJexchange.com.    The  goal  of  the  new  site  is  to  expand  the  current  market   reach  in  the  Criminal  Justice  Systems’  refined  niche.    While  providing  modified   formats  of  the  current  training  program  for  much  less  to  students  of  the  Criminal   Justice  System,  and  those  who  are  just  genuinely  interested  in  the  content— www.ForensicDeathInvestigation.com  will  remain  to  ultimately  support  the   traditional  aspects  of  the  4  P’s  of  marketing  (product,  price,  placement,  promotion).     Understanding  the  current  decision-­‐making  behaviors  of  the  current  market  will   lead  to  increased  conversion  rates  with  experiences  that  have  been  dictated  by  the   user’s  very  experiences  and  needs.    Through  the  evaluation  of  this  chart,  it  is  safe  to   say  that  IFFE  has  valuable  insights  in  place  that  will  lead  to  effective  development   and  successful  launch  of  the  new  resources  that  are  being  developed  to  target  the   very  users  who  have  inadvertently  been  ignored  by  the  company.    Internet   developments  and  marketing  opportunities  are  opening  doors  that  allow  IFFE  to  see  
    •                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   8   where  the  business  model  must  and  can  shift  in  order  to  stimulate  more  users,   based  on  their  behaviors  and  decisions.