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1#WinLocal
Leverage Purchase Types to
Win More Customers For Less
2#WinLocal 2#WinLocal
Presenters
Anita Campbell
CEO
Raghav Mathur
Vice President, Strategy &
Business Development
Andrea P...
3#WinLocal
#PurchaseTypes
4#WinLocalgodigitalmarketing.com
5#WinLocal
The customer journey has changed
Discover
Buy
ExploreEngage
Shop
onlineView
banner ad
Watch
tutorial
Purchase
t...
6#WinLocal 6#WinLocal
Everything starts with
a need
of shoppers
research online
before buying81%
Retailing Today, 2014
Usi...
7#WinLocal 7#WinLocal
Technology gives the consumer the
information they need
of online consumers look up more
information...
8#WinLocal
In this complicated
purchasing environment,
what can you do?
godigitalmarketing.com
9#WinLocal 9#WinLocal
Agenda
Learn about purchase types and how they
relate to your business
Understand how purchase types...
10#WinLocal 10#WinLocal
Purchase Types
Your Audience
Application
Agenda
godigitalmarketing.com
11#WinLocal 11#WinLocal
What is a “Purchase Type?”
• Purchase types relate to the
kinds of purchases that happen
at your b...
12#WinLocal 12#WinLocal
The Four Purchase Types
godigitalmarketing.com
Business differentiators
Price Incentives
Review/Re...
13#WinLocal 13#WinLocal
Sensible Purchase
Buying Cycle: Medium-long
Top Influencers:
This purchase requires advance resear...
14#WinLocal 14#WinLocal
Routine Purchase
Buying Cycle: Short
Top Influencers:
Routine purchases are everyday items that a ...
15#WinLocal 15#WinLocal
Impulse Purchase
Buying Cycle: Short
Top Influencers:
Impulse Purchases are need- or want-based an...
16#WinLocal 16#WinLocal
Complex Purchase
Buying Cycle: Long
Top Influencers:
Complex purchases require a lot of informatio...
17#WinLocal 17#WinLocal
• You need to
understand your
product or service
• You need to
understand your
audience
How do you...
18#WinLocal 18#WinLocal
Purchase Types
Your Audience
Application
godigitalmarketing.com
19#WinLocal
How can purchase types
help you identify your target
audience?
20#WinLocal 20#WinLocal
You want to work backwards
• A way of reverse-engineering
identification of your target
audience
g...
21#WinLocal 21#WinLocal
You want to work backwards
• A way of reverse-engineering
identification of your target
audience
•...
22#WinLocal 22#WinLocal
You want to work backwards
• A way of reverse-engineering
identification of your target
audience
•...
23#WinLocal
Ask the right questions
24#WinLocal 24#WinLocal
How often do people purchase from
your business?
Examples:
• Women buy new mascara every 2-3 month...
25#WinLocal 25#WinLocal
How often do people purchase from
your business?
Examples:
• Women buy new mascara every 2-3 month...
26#WinLocal 26#WinLocal
How often do people purchase from
your business?
Examples:
• Women buy new mascara every 2-3 month...
27#WinLocal 27#WinLocal
Do you often have repeat
customers?
Depending on what kind of purchase happens most at your busine...
28#WinLocal 28#WinLocal
Do you often have repeat
customers?
Depending on what kind of purchase happens most at your busine...
29#WinLocal 29#WinLocal
Do people often research your
product versus a competitor’s
before buying?
People research competi...
30#WinLocal 30#WinLocal
Do people often research your
product versus a competitor’s
before buying?
People research competi...
31#WinLocal 31#WinLocal
Do people buy your product or
service on a whim?
If your answer is yes, you more than likely have ...
32#WinLocal 32#WinLocal
Do people buy your product or
service on a whim?
If your answer is yes, you more than likely have ...
33#WinLocal 33#WinLocal
Do people buy your product or
service on a whim?
If your answer is yes, you more than likely have ...
34#WinLocal 34#WinLocal
Why do people choose your product
or service over a competitor’s?
Why are you different? What make...
35#WinLocal 35#WinLocal
Identify the owners of a decision
• Many small businesses
focus on price, but it’s not
always abou...
36#WinLocal 36#WinLocal
Identify the owners of a decision
• Many small businesses
focus on price, but it’s not
always abou...
37#WinLocal 37#WinLocal
Purchase Types
Your Audience
Application
godigitalmarketing.com
38#WinLocal
Mobile gives
everyone access to
information
godigitalmarketing.com
39#WinLocal 39#WinLocal
People are always on, always connected
Businesses have to be there for the:
I-want-to-know
moments...
40#WinLocal 40#WinLocal
It will look different than other businesses.
Focus on YOUR customer’s
purchase journey
Awareness ...
41#WinLocal 41#WinLocal
It will look different than other businesses.
Focus on what questions they ask when researching yo...
42#WinLocal 42#WinLocal
It will look different than other businesses.
Focus on what questions they ask when researching yo...
43#WinLocal
How do you market to
your purchase type?
44#WinLocal 44#WinLocal
Sensible Purchase
Be found online Identify and promote
what makes your
business unique
Establish a...
45#WinLocal 45#WinLocal
Routine Purchase
Stay top of mind Continually grow your
customer base
through email
Differentiate ...
46#WinLocal 46#WinLocal
Impulse Purchase
Define your target
audience and get in
front of them
Keep messaging
relevant for
...
47#WinLocal 47#WinLocal
Complex Purchase
Create a value
proposition
Craft content and
messaging around
your customers’ lon...
48#WinLocal 48#WinLocal
Learn about the four purchase types and
how they relate to your business
Understand how purchase t...
49#WinLocal 49#WinLocal
• Start figuring out your purchase type
• Develop a survey for customers to see how they go
about ...
50#WinLocal
Q & A
51#WinLocal 51#WinLocal
Additional Resources
Blog
Origin of Purchase Types
Research
Holiday Purchasing Habits: A Digital A...
52#WinLocal
Thank you!
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Leverage Purchase Types to Win More Customers for Less

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Anita Campbell, CEO of Small Business Trends, and Raghav Mathur, Vice President of Strategy & Business Development at G/O Digital, discuss how to market based on what behaviors your customers exhibit prior to actually making a purchase.

Published in: Marketing
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Leverage Purchase Types to Win More Customers for Less

  1. 1. 1#WinLocal Leverage Purchase Types to Win More Customers For Less
  2. 2. 2#WinLocal 2#WinLocal Presenters Anita Campbell CEO Raghav Mathur Vice President, Strategy & Business Development Andrea Parker Senior Content Marketing Manager Moderator godigitalmarketing.com
  3. 3. 3#WinLocal #PurchaseTypes
  4. 4. 4#WinLocalgodigitalmarketing.com
  5. 5. 5#WinLocal The customer journey has changed Discover Buy ExploreEngage Shop onlineView banner ad Watch tutorial Purchase through call center blog Compare/sho p online Post reviews Purchase via mobile View YouTube ad Like on Facebook Read Reviews Purchase in store Watch YouTube ad Download app Watch video on mobile View print ad Traditional Customer Lifecycle Digital Customer Lifecycle godigitalmarketing.com
  6. 6. 6#WinLocal 6#WinLocal Everything starts with a need of shoppers research online before buying81% Retailing Today, 2014 Using search engines Comparing product prices Reading user reviews Visiting multiple online stores Reading product information godigitalmarketing.com
  7. 7. 7#WinLocal 7#WinLocal Technology gives the consumer the information they need of online consumers look up more information now versus a few years ago Google, 2015 82% of smartphone users use a search engine when looking for a local business 100M+ hours of “how-to” content have been watched on YouTube so far this year 65% godigitalmarketing.com
  8. 8. 8#WinLocal In this complicated purchasing environment, what can you do? godigitalmarketing.com
  9. 9. 9#WinLocal 9#WinLocal Agenda Learn about purchase types and how they relate to your business Understand how purchase types help you identify your target audience Use purchase behaviors to guide your marketing strategy godigitalmarketing.com
  10. 10. 10#WinLocal 10#WinLocal Purchase Types Your Audience Application Agenda godigitalmarketing.com
  11. 11. 11#WinLocal 11#WinLocal What is a “Purchase Type?” • Purchase types relate to the kinds of purchases that happen at your business, regardless of who that person is • You may have more than one purchase type for your business godigitalmarketing.com
  12. 12. 12#WinLocal 12#WinLocal The Four Purchase Types godigitalmarketing.com Business differentiators Price Incentives Review/Referrals Reliability/Loyalty Location Content/Info/Educational
  13. 13. 13#WinLocal 13#WinLocal Sensible Purchase Buying Cycle: Medium-long Top Influencers: This purchase requires advance research and trust between the buyer and your business. Examples: Choosing a dentist or landscaper 1. Reviews and referrals 2. Business differentiators 3. Loyalty 4. Price incentives godigitalmarketing.com
  14. 14. 14#WinLocal 14#WinLocal Routine Purchase Buying Cycle: Short Top Influencers: Routine purchases are everyday items that a buyer can find at a number of stores, but they shop at your store because they know you’re a respectable, dependable business. Examples: Buying toothpaste, grocery shopping 1. Loyalty 2. Location 3. Price incentives 4. Business differentiators godigitalmarketing.com
  15. 15. 15#WinLocal 15#WinLocal Impulse Purchase Buying Cycle: Short Top Influencers: Impulse Purchases are need- or want-based and provide instant gratification. Examples: Consumer’s fridge breaks and they need a new one quickly, shopping for new clothes 1. Price incentives 2. Location 3. Reviews and referrals 4. Business differentiators godigitalmarketing.com
  16. 16. 16#WinLocal 16#WinLocal Complex Purchase Buying Cycle: Long Top Influencers: Complex purchases require a lot of information for the consumer in advance. This is most likely a large purchase, and they want to make sure they’re making the right decision. Examples: Buying a new fridge in a non-emergency situation, buying a new car, shopping for a house 1. Content/educational information 2. Business differentiators 3. Reviews and referrals 4. Price incentives godigitalmarketing.com
  17. 17. 17#WinLocal 17#WinLocal • You need to understand your product or service • You need to understand your audience How do you determine what kinds of purchases happen at your business? godigitalmarketing.com
  18. 18. 18#WinLocal 18#WinLocal Purchase Types Your Audience Application godigitalmarketing.com
  19. 19. 19#WinLocal How can purchase types help you identify your target audience?
  20. 20. 20#WinLocal 20#WinLocal You want to work backwards • A way of reverse-engineering identification of your target audience godigitalmarketing.com
  21. 21. 21#WinLocal 21#WinLocal You want to work backwards • A way of reverse-engineering identification of your target audience • By knowing what kind of purchases happen at your business, you can more effectively market to consumers on the front end godigitalmarketing.com
  22. 22. 22#WinLocal 22#WinLocal You want to work backwards • A way of reverse-engineering identification of your target audience • By knowing what kind of purchases happen at your business, you can more effectively market to consumers on the front end • Going backwards leads you to your ideal audience godigitalmarketing.com
  23. 23. 23#WinLocal Ask the right questions
  24. 24. 24#WinLocal 24#WinLocal How often do people purchase from your business? Examples: • Women buy new mascara every 2-3 months. This is a routine purchase. godigitalmarketing.com
  25. 25. 25#WinLocal 25#WinLocal How often do people purchase from your business? Examples: • Women buy new mascara every 2-3 months. This is a routine purchase. • People looking to buy a new car only do this every 5-10 years or so (depending on the person). This is a complex purchase. godigitalmarketing.com
  26. 26. 26#WinLocal 26#WinLocal How often do people purchase from your business? Examples: • Women buy new mascara every 2-3 months. This is a routine purchase. • People looking to buy a new car only do this every 5-10 years or so (depending on the person). This is a complex purchase. • Purchasing new, more stylish winter boots. This is an impulse purchase if they already have boots that are functional, but it can also be a sensible purchase if new boots are necessary. godigitalmarketing.com
  27. 27. 27#WinLocal 27#WinLocal Do you often have repeat customers? Depending on what kind of purchase happens most at your business, you’ll want to nurture repeat customers differently. godigitalmarketing.com
  28. 28. 28#WinLocal 28#WinLocal Do you often have repeat customers? Depending on what kind of purchase happens most at your business, you’ll want to nurture repeat customers differently. Examples • Impulse purchase – you want to be known as the best place to find a good deal. • Routine purchase – you want to be known for your customer service and dependability. • Sensible purchase – you want to be known for your stellar reviews and service. • Complex purchase – you want to be known for what makes you different or better than your competitors. godigitalmarketing.com
  29. 29. 29#WinLocal 29#WinLocal Do people often research your product versus a competitor’s before buying? People research competitors’ products and services in different ways depending on what kind of purchase they’re making. godigitalmarketing.com
  30. 30. 30#WinLocal 30#WinLocal Do people often research your product versus a competitor’s before buying? People research competitors’ products and services in different ways depending on what kind of purchase they’re making. Examples: • Routine purchase – a customer is more likely to compare products while in-store (think about buying a tube of toothpaste), so your marketing should focus on bringing them to the store as opposed to marketing to undercut your competitors. • Sensible purchase – a customer will definitely research your competitors before calling or booking an appointment online. They need to known how and why you are better than your competition. godigitalmarketing.com
  31. 31. 31#WinLocal 31#WinLocal Do people buy your product or service on a whim? If your answer is yes, you more than likely have impulse purchases happening at your business. godigitalmarketing.com
  32. 32. 32#WinLocal 32#WinLocal Do people buy your product or service on a whim? If your answer is yes, you more than likely have impulse purchases happening at your business. Consider these examples that are clearly not impulse purchases Buying a new house Complex Buying a new dishwasher Sensible Buying groceries Routine godigitalmarketing.com
  33. 33. 33#WinLocal 33#WinLocal Do people buy your product or service on a whim? If your answer is yes, you more than likely have impulse purchases happening at your business. Consider these examples that are clearly not impulse purchases Buying a new house Complex Buying a new dishwasher Sensible Buying groceries Routine Buying a candy bar at the checkout counter Impulse But… godigitalmarketing.com
  34. 34. 34#WinLocal 34#WinLocal Why do people choose your product or service over a competitor’s? Why are you different? What makes you better? Examples • A landscaping service that offers free estimates • A private school that teaches the International Baccalaureate program • A local pet store that offers free delivery on all orders godigitalmarketing.com
  35. 35. 35#WinLocal 35#WinLocal Identify the owners of a decision • Many small businesses focus on price, but it’s not always about price godigitalmarketing.com
  36. 36. 36#WinLocal 36#WinLocal Identify the owners of a decision • Many small businesses focus on price, but it’s not always about price godigitalmarketing.com TOP TIP: Ask the people on your staff for the most common customer questions
  37. 37. 37#WinLocal 37#WinLocal Purchase Types Your Audience Application godigitalmarketing.com
  38. 38. 38#WinLocal Mobile gives everyone access to information godigitalmarketing.com
  39. 39. 39#WinLocal 39#WinLocal People are always on, always connected Businesses have to be there for the: I-want-to-know moments I-want-to-do moments I-want-to-buy moments I-want-to-go moments godigitalmarketing.com
  40. 40. 40#WinLocal 40#WinLocal It will look different than other businesses. Focus on YOUR customer’s purchase journey Awareness Consideration Purchase Retention Advocacy godigitalmarketing.com
  41. 41. 41#WinLocal 41#WinLocal It will look different than other businesses. Focus on what questions they ask when researching your product. • When do they research your product? • How do they find your business? Focus on YOUR customer’s purchase journey Awareness Consideration Purchase Retention Advocacy godigitalmarketing.com
  42. 42. 42#WinLocal 42#WinLocal It will look different than other businesses. Focus on what questions they ask when researching your product. • When do they research your product? • How do they find your business? Focus on YOUR customer’s purchase journey of smartphone users turn to their device for ideas while doing a task.91% Awareness Consideration Purchase Retention Advocacy There are so many places to meet them… godigitalmarketing.com
  43. 43. 43#WinLocal How do you market to your purchase type?
  44. 44. 44#WinLocal 44#WinLocal Sensible Purchase Be found online Identify and promote what makes your business unique Establish a system for reputation management and reviews 1 2 3 godigitalmarketing.com
  45. 45. 45#WinLocal 45#WinLocal Routine Purchase Stay top of mind Continually grow your customer base through email Differentiate your business by creating a two-way relationship 1 2 3 godigitalmarketing.com
  46. 46. 46#WinLocal 46#WinLocal Impulse Purchase Define your target audience and get in front of them Keep messaging relevant for a personal touch Craft messaging that inspires action 1 2 3 godigitalmarketing.com
  47. 47. 47#WinLocal 47#WinLocal Complex Purchase Create a value proposition Craft content and messaging around your customers’ long buying journey Make your business easy to find — anywhere, anytime 1 2 3 godigitalmarketing.com
  48. 48. 48#WinLocal 48#WinLocal Learn about the four purchase types and how they relate to your business Understand how purchase types help you identify your target audience Apply purchase behaviors in your marketing strategy Recap godigitalmarketing.com
  49. 49. 49#WinLocal 49#WinLocal • Start figuring out your purchase type • Develop a survey for customers to see how they go about purchasing at your business • Talk to your staff about what they’re seeing and hearing from customers • Watch our video for more information on purchase types What can you do tomorrow? godigitalmarketing.com
  50. 50. 50#WinLocal Q & A
  51. 51. 51#WinLocal 51#WinLocal Additional Resources Blog Origin of Purchase Types Research Holiday Purchasing Habits: A Digital Advantage for Local Businesses E-Book Reach the Summit: 4 Strategies to Boost PPC Performance Blog A chat with Andrea Parker about Purchase Types godigitalmarketing.com
  52. 52. 52#WinLocal Thank you!

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