It’s 3:30pm on the Thursday after landing in Vegas. The tables are beckoning and I can hear the jingling siren song of the slots on the gaming floor. And yet, I’m captivated in this closed off conference room.
Slot machines and pool cabanas be damned – Brand Manage Camp 2016 is the main attraction and Andrew Davis, with the energy of a jack rabbit, has just taken the stage.
One of the main points driven home by Davis is how we ignore what the viewer/user/customer actually wants. He leads off by telling us that marketers have a “funnel problem”. You know, the funnel—where all of our customers end up spinning around endlessly, until they fall out the bottom.
That idea started way back in 1898 with St. Elmo Lewis’ sale scale. Even though so much has changed (how people shop, how people show intent, how people research and even how people can eventually purchase), we’re still using a similar framework.
But, with search evolving and mobile access to information, how can you funnel erractic search patterns? In other words, marketers are still looking down the funnel while the viewer/user/customer is off doing their own thing; finding information, researching, talking to friends and learning about your competitors.
Davis suggests we need to ditch the funnel and think about our customers on a loop to better align with user experience.
Once you can trigger someone to act, you’ve now got them in what he calls “the loyalty loop”. Once a viewer or user is there, they will easily convert to customer, and their journey next time is much shorter.
The loop allows for initial consideration and then the back and forth of active evaluation that takes place online.
Say I decide I need a fleece onesie. I will probably start with googling, or, I might go right to the source by going straight to amazon or straight to a brand I trust. If I open my browser and type in Nike.com, that brand has already got me on their loyalty loop. I’ve been triggered (in the good way…) to purchase from them and my action is swift to repurchase.
But, let’s say I just google fleece onesies (and subsequently scroll through all of the infant stuff and finally find the adult onesies), the results that pop up in front of me at that point are all equal. From there, I’ll probably visit a few sites. And then, lightning should strike. I stumble on a great looking website and the brand actually entices me to sign up for their emails.
Davis’ point here is that at every turn, if you can inspire the buyer, you can get them on the loop. I might not purchase today, but maybe I then get an email that looks great, offers me engaging content and is capped off with an enticing offer. You best believe I’m getting that onesie.
From there, I’ve already made a couple rounds of the loop – and here’s the important part – I haven’t fallen out the bottom. I’m coming back around, giving this brand another chance to inspire purchase.
But what acts as the trigger? Next week, we’ll talk about that – the Moment of Inspiration.
And by the way – if you think my loop on onesies is short, you should see how short my loop on Vegas is.
If you want show your loyalty, give Andrew Davis a follow @DrewDavisHere
And give us a shout @theBurningBird if you want help throwing out your funnels.