Missing Link Marketing October 15, 2009

Missing Link Marketing Defined The right info To the right person At the right time Through the right channel “ What's the missing link between considering to buy and actually buying?” “ How do we know?” NYU -- Reaching the Third Screen – Dr. Augustine Fou November 6, 2009. By responding to consumers’ pull for information with the right bit of info through the right channel we expeditiously tip them towards the purchase.

The right info

To the right person

At the right time

Through the right channel

What’s the missing link? What info does the brochure contain? Example - FlyClear vs “ what is the single bit of information that the individual customer needs to know to move from consideration to purchase ?” November 6, 2009.

Example - FlyClear What’s the missing link? Who gets access to my fingerprints and iris scans? My privacy rights. What info does the brochure contain? get through security faster available at 15 airports already Clear's first year price is $100 plus the TSA vetting fee of $28 for a total charge of $128. Benefit marketing Missing link marketing November 6, 2009.

What info does the brochure contain?

get through security faster

available at 15 airports already

Clear's first year price is $100 plus the TSA vetting fee of $28 for a total charge of $128.

Messaging (Old Way) NYU -- Reaching the Third Screen – Dr. Augustine Fou Remote manageability Mobility Security Virtualization 802.11n Powerful Customer Huh? Battery Life marketer outward Intel Inside November 6, 2009.

New Messaging – How would a customer tell a peer? Customer “ I can remotely manage a computer even if it is rendered unbootable by a virus” “ It’s a real chip, not just a mobile chip. So I could actually finish rendering my DivX movie on the way to work.” If 10,000 people asked the same question If 5,000 people told their friends with the same words THAT becomes the messaging November 6, 2009.

If 10,000 people asked the same question

If 5,000 people told their friends with the same words

Missing Links - examples motor oil digital camera What’s in Amazon Top 10? Where’s the best price? Any special deals? Do I show off? Epinions/User Reviews Friend just bought one What’s out there? Can I mix? How/where to buy? How do I show peers? Which is best for me? I can choose an oil? November 6, 2009. awareness consideration choice purchase loyalty