Page 171 - Jostens Yearbook_Adviser Guide

8.1 BUILDING YOUR THE MARKETING FUNNEL IS BASED ON
THE FOLLOWING FIVE STAGES:
MARKETING PLAN AWARENESS

At the top of the funnel is awareness. The goal at this point is not necessarily to make a sale, but to get people
talking, to show the value of the product and build relationships. Awareness campaigns promote a product even
without the specifics of when, where and how to purchase it.
When it comes to marketing, a yearbook program may set

various goals but creating a publication that is accessible and FAMILIARITY
affordable to the student body may very well be the greatest. During this step, potential buyers learn more about the benefits of the product through marketing campaigns

The goal of the marketing program is the backbone for creating with a consistent look and messaging. In the same way businesses develop slogans and visuals, a yearbook staff
the marketing plan. develops a theme. This stage often includes sharing samples of the product, either from previous yearbooks or
sneak peeks at the yearbook to come.
The Jostens Grow Your Know Marketing Guide helps a publication CONSIDERATION
staff prioritize their goals. It guides the staff toward working

with the marketing funnel—a framework similar to the inverted At this stage, a potential customer has enough information to weigh the pros and cons of purchasing the product.
They should feel comfortable with what they will get from the product. Marketing pieces targeted at this stage in
pyramid—that provides the structure needed to create a the funnel need specific information about when, where and how to purchase the product.
successful marketing plan. This chapter provides an overview PURCHASE

of the ideas provided in that book.
The key to making the purchase aspect successful is in making the process easy for the consumer. Consider that
a majority of the time, parents pay for the yearbook. And while the student is the audience, think also about what
method works best for the purchaser. Deadlines here can be a powerful motivator, allowing limited time offers and
AWARENESS coupons with expiration dates to be successful.
LOYALTY
FAMILIARITY
Loyalty is built by maintaining a quality product and an enjoyable buying experience. It helps create a fan base—
a group of people more likely to purchase the product again in the future, who will advocate for its value by telling

CONSIDERATION their friends.

PURCHASE

LOYALTY

170 SECTION 8.1 BUILDING YOUR MARKETING PLAN MARKETING 171