Page 141 - Marketing the Basics 2nd

proMotion 133
impulse purchases, especially on expensive items, which we earlier called high-involvement goods; they gather facts and compare alternatives before they’re ready to buy. The Hierarchy of Effects model traces the six stages consumers typically pass through before making a purchase. The desired response sought is to move the audience from one stage to another. Early in a marketing campaign the measure of the success of your market efforts is if you have moved potential customers from one stage to the next; of course, the ultimate goal is to turn them into customers and loyal ones at that, but it is a process you build a stage at a time.
The first is the awareness stage. Consumers residing in this stage have either never heard of the firm or are uncertain of the benefits offered by the firm’s products. The objective in this case would be to design a promotion mix that increases the consumer awareness around the product or the firm itself. Danone, a France- based multinational (called Dannon in the US) that produces a wide variety of yoghurt products, is facing considerable difficulties convincing North American consumers that fortified yoghurt is more than just a dairy product, it is also a suitable and healthy snack food. Much of their current marketing strategy in North America involves handing out free samples supplemented by an advertising campaign that repeatedly connects their product to healthy and active lifestyles.
The second stage is knowledge. Consumers in this stage of the buying process recognize the product, but do not possess enough information to make an informed decision. Marketers must determine which information the target audience lacks and design a message that fills the gap. Neutrogena organized an event in malls across the US to educate consumers not only about their Deep Clean cleansing line, but also on how to properly use their products. Cleansing stations with sinks were set up to allow individuals to try the products. Brand ambassadors were on site to answer beauty questions and help consumers experience what it feels like to be truly ‘clean’.
Once the audience is aware of a product and understands the benefits offered; the marketer tries to move their target audience through the final stages of the buying process by making consumers feel better about making the purchase.